Picture courtesy of Brand Buffet
 

Thai cinemas are facing a potential crisis as budget-conscious moviegoers become increasingly selective and choose to watch fewer films. GDH 559 Co Ltd's Content Director, Thodsapon Thiptinnakorn, highlighted the impact of the sluggish economy, noting a shift from frequent cinema visits to possibly just one per month.

 

Reiterating the importance of compelling concepts or 'big ideas', Thodsapon believes these are now more crucial than ever for attracting audiences.

 

The fierce competition from Hollywood blockbusters, particularly during the Western summer, further challenges Thai films. Thodsapon debunked the notion that Thai audiences prefer comedies, explaining many local comedies don't even break even.

 

Instead, he urged adopting a balanced approach to screening schedules. In the past, Thai films would remain in theatres for a month, but now, if a film doesn't perform well in its first weekend, it could face immediate removal.

 

This strategy negatively impacts both major studios and independent filmmakers, limiting exposure and revenue. Thodsapon emphasised the importance of collaboration between film schools and production companies to equip graduates with practical filmmaking skills.

 

Speaking at the Regional Trade Exponential Fest 2025, Thodsapon expressed optimism about the future of Thai cinema.

 

He sees the industry entering a new growth phase, gaining momentum locally and throughout Southeast Asia. "Thai films are gaining momentum in countries like Vietnam, where cultural similarities and shared humour resonate strongly," he stated.

 

Vietnam, with its population exceeding 100 million, presents a key market opportunity due to its enthusiastic cinema-going culture, as noted by the Bangkok Post. Beyond Southeast Asia, Thai cinema is also making strides in other Asian countries and Europe.

 

Thodsapon credits these developments to the universal appeal of "Thainess", capable of being integrated into any genre as long as the film delivers on its big idea.

 

International expansion demands enhanced production quality, requiring substantial investments. However, Thodsapon believes the long-term benefits could be significant for the Thai film industry, offering new avenues for growth and success.

 

  Adapted by ASEAN Now from The Thaiger 2025-08-08

 

My Mrs won't go to see Thai films, in her words they are crap. The last good one I saw was monrak transistor in 2003. Too many very poor horror films or comedies that are not remotely funny, that always seem to have ladyboys in them.

I love the sound effects. 

Thai theaters have been in trouble for some time. The value proposition isn't there. Streaming has replaced  movie theaters. Back in the day when there was no hispeed internet and no AC, people would go to a  movie theater for a break. Not needed now. No one wants to sit through 15 minutes of ads, an anthem , a hearing damaging sound level, obnoxious  neighbors, the risk of bed bugs etc.  My friends and I used to go to the movies 10 years ago. Now, no one is interested.

3 hours ago, proton said:

My Mrs won't go to see Thai films, in her words they are crap. The last good one I saw was monrak transistor in 2003. Too many very poor horror films or comedies that are not remotely funny, that always seem to have ladyboys in them.

They're crap because they're super censored. A movie like John Wick can never be made here. A movie like the hangover can never be made here (2 was, but only falangs looking dumb, no thai version of the hangover would be made). The thai film industry thinks thai people are a bunch of babies who can't handle deep and dark content which is bs. I've watched hundreds of American movies with my thai friend and she loves them.

8 hours ago, proton said:

My Mrs won't go to see Thai films, in her words they are crap. The last good one I saw was monrak transistor in 2003. Too many very poor horror films or comedies that are not remotely funny, that always seem to have ladyboys in them.

Last half decent one I watched was Nang Nak - 1999.

I'm tired of the Marvel universe and another bad franchise of Jurassic World and like – and yes, I have seen the last "Jurassic World Rebirth"...👎– however, the last Thai film I saw in July "Kayaor – Disrespecting Faith and the Supernatural" was actually better than expected and a good script, which didn't spoil everything at the end, as often in Thai horror-movies...👍

 

But being tired of many of the Hollywood film I've also cut my "Sunday movie" to one a month, However, in July it was two, as I wasted two and half valuable hour of my life with yet another Jurassic-franchise...

10 hours ago, webfact said:

Thodsapon emphasised the importance of collaboration between film schools and production companies to equip graduates with practical filmmaking skills.

 

Doesn't he know film production schools have been sending interns to production companies, large and small for two decades at least? The problem for Thai filmmaking is that for even their best directors they can't make enough money to work on films alone. They need regular salaries from work in commercials. Then there is the fact that actually there is a glut of film school graduates in Thailand. The freelance market is flooded. It's a race to the bottom in salaries. And now AI is replacing a lot of routine film work--say good-bye to storyboard artists. I would hate to be in this business right now.

5 hours ago, Patong2021 said:

Thai theaters have been in trouble for some time. The value proposition isn't there. Streaming has replaced  movie theaters. Back in the day when there was no hispeed internet and no AC, people would go to a  movie theater for a break. Not needed now. No one wants to sit through 15 minutes of ads, an anthem , a hearing damaging sound level, obnoxious  neighbors, the risk of bed bugs etc.  My friends and I used to go to the movies 10 years ago. Now, no one is interested.

 

I can't find much to disagree with there. The one thing Thailand does still have going for it is a "mall culture." Malls are still a go to experience, especially if you're out and about and want a break. I imagine theaters get some spill over from that. You're in Bangkok and waiting in a mall: you know with the traffic you're not going anywhere else soon; may as well watch a movie while you wait.

6 hours ago, Patong2021 said:

Thai theaters have been in trouble for some time. The value proposition isn't there. Streaming has replaced  movie theaters. Back in the day when there was no hispeed internet and no AC, people would go to a  movie theater for a break. Not needed now. No one wants to sit through 15 minutes of ads, an anthem , a hearing damaging sound level, obnoxious  neighbors, the risk of bed bugs etc.  My friends and I used to go to the movies 10 years ago. Now, no one is interested.

Me too, used to go all the time, now not at all.

The last one I paid to see was a film called Fa. Friends said it was a must see, Hollywood style action, professional. I paid money and sat down. The biggest load of rubbish. The policeman hero drove a Porsche (if memory serves). The same terrible lighting choices. Shootouts were one guy standing in the open, blazing away at the bad guys.

I saw a special screening of Blissfully Yours by Apichatpong Weerasethakul but it was banned in Thailand so that was a one off that was rather funny.

6 hours ago, Patong2021 said:

Thai theaters have been in trouble for some time. The value proposition isn't there. Streaming has replaced  movie theaters. Back in the day when there was no hispeed internet and no AC, people would go to a  movie theater for a break. Not needed now. No one wants to sit through 15 minutes of ads, an anthem , a hearing damaging sound level, obnoxious  neighbors, the risk of bed bugs etc.  My friends and I used to go to the movies 10 years ago. Now, no one is interested.

Probably the situation in many places. People don't behave. People want choice. Watch on phone or at home on tv. Streaming. Other cheap choices. Theaters will mostly be gone in 20 years 

 

I go to cinema in pattaya quite often with my thai wife ,what we notice is the cinema is very busy when some thai films are on and the screens showing Holliwood films less busy .

whats of note is that a lot of young people thai 

people and kids watching thai movies.

They buy a lot of snacks which arent cheap

so not so cost conscious.

 

You people need to get out more. I saw Napoleon in an IMAX and it was top entertainment.

 

Hopefully the top notch Thai cinemas will weather the drought of sub-par Hollywood Marvel films and won't be reduced to the pitiful excuses for cinemas one sees in the UK now.

 

Thai cinemas seem like cinemas used to be in the West, swanky and luxurious.

I enjoy older Thai films from the 60s, 70s, and even 80s. Many shot on 16mm. They have a wonderful feel to them, a sense of place that is long gone. Here is a recent Thai film that captures the nostalgia of that era. It's called Once Upon a Star in English. 

https://www.imdb.com/title/tt22696288/reference/

39 minutes ago, BritManToo said:

Me too, used to go all the time, now not at all.

 

Not taking cash does not help, majorcineplex does not take it, monrak transistor

 

 

12 minutes ago, Cameroni said:

You people need to get out more. I saw Napoleon in an IMAX and it was top entertainment.

 

Hopefully the top notch Thai cinemas will weather the drought of sub-par Hollywood Marvel films and won't be reduced to the pitiful excuses for cinemas one sees in the UK now.

 

Thai cinemas seem like cinemas used to be in the West, swanky and luxurious.

 

 

The thread is about HW blockbusters putting Thai films under pressure, Napoleon was not a Thai film. Dreadful mess that was, Scott either makes a masterpiece, or an abortion like Napoleon, historical garbage.

1 minute ago, proton said:

 

 

The thread is about HW blockbusters putting Thai films under pressure, Napoleon was not a Thai film. Dreadful mess that was, Scott either makes a masterpiece, or an abortion like Napoleon, historical garbage.

 

It had a few deficits historically, but the performance by Joaquin Phoenix was very entertaining. You can't expect historical accuracy from Hollywood, you go to be entertained really.

 

 

Hollywood blockbusters now seem to be all superhero films.So lazy and lacking any new ideas.

 

 

 

 

 

Ever since they put Harvey Weinstein away the quality of movies has nosedived.

 

Say what you like about the man, he made some great motion pictures.

 

12 hours ago, proton said:

My Mrs won't go to see Thai films, in her words they are crap.

 

Same here. Everytime I take a girl to the movies they want to see a Hollywood flick. The only exception was way back in 2000, when a girl wanted me to see "Bang Rajan" with her.

3 hours ago, John Drake said:

I enjoy older Thai films from the 60s, 70s, and even 80s. Many shot on 16mm. They have a wonderful feel to them, a sense of place that is long gone. Here is a recent Thai film that captures the nostalgia of that era. It's called Once Upon a Star in English. 

https://www.imdb.com/title/tt22696288/reference/

Yea modern films feel like total slop. There's so many cool themes and stories to tell yet it's always some lame horror story or prison rape saga. Boringgg. Let's get a modern Ramakien film like Jackson's Lord of the Rings. It would write itself. 
 

Older Thai movies are great. Saw สวรรค์มืด recently and was really moved. These era had soul.

For many years, I used to watch films at Major Cineplex once or twice a week.  But since they won't allow me to use cash to top up my MC card, I can no longer go to their theaters.  

I just went to a cinema recently, because I traveled to another town and had some time to kill before I could check into my hotel. The cinema was almost empty despite the fact that this was a weekend, and I hadn't been to a cinema for many months myself. I wondered how they can survive.

 

Other than going to an IMAX for those select few movies that deserve it, I pretty much got used to watching most movies at home.

17 hours ago, proton said:

My Mrs won't go to see Thai films, in her words they are crap. The last good one I saw was monrak transistor in 2003. Too many very poor horror films or comedies that are not remotely funny, that always seem to have ladyboys in them.

Unsuprising when you look at the makeup of production crews

 

15 hours ago, Gsxrnz said:

I love the sound effects. 

The slide trombone and Swanee Whistle have a lot to answer for.......😋

Thais love soap operas with jealousy.. fighting in families.. gossiping..and so on

They also believe that the Chinese can fly when they see Chinese TV dramas with the fighters in the sky.

15 hours ago, John Drake said:

 

I can't find much to disagree with there. The one thing Thailand does still have going for it is a "mall culture." Malls are still a go to experience, especially if you're out and about and want a break. I imagine theaters get some spill over from that. You're in Bangkok and waiting in a mall: you know with the traffic you're not going anywhere else soon; may as well watch a movie while you wait.

I disagree. People go to the mall movies with that as their intent before they go. They do not straggle over to the theater for a break. Their break is the shopping and eating. IF they had the intent to go to a movie then perhaps the mall gets some additional customers in it. Not the other way around. 

 

Thai movies are low budget, slap me comedies even when they are supposed to be horror. Only the feeble minded people actually enjoy the type of thai movies released in the past decade. Also, they rely too much on ladyboys to provide the comedy or stupidity in the movies. Even the latest Jurassic Park movie seemed lame and with bad graphics and computer visuals.  Hollywood makes better movies, has more experience in sorting out the garbage as well. 

 

One thing i noticed in the OP. Movie theaters are a business and need to make money and profit just like any business. The fact that they have to keep most thai movies in their theaters for a month means the movies are not making the theaters the profit like a Hollywood movie would. Perhaps, Thais need to go to hollywood and learn how to make movies that people actually want to see so the production companies can begin to make money on their movies and their movies can go worldwide. 

Both Thai movies and bloated Hollywood films are mostly crap. And the theaters have become very greedy and over priced. Ten years ago they were reasonable and popcorn was 35 baht. Now? Most are smart enough to just say no to piracy. 

 

They dug their own grave. 

 

 

 

I love to go to the movies, but not Thai which I find juvenile slap stick.  I like the comfort and usually take a lie down with blanket, great. I saw Conclave which was marvelous and the Bob Dylan film, A Complete Unknown.  The theaters were empty. I think it’s the price that puts people off. For me it’s a night out with a good meal after. I’d go every week if they showed better films . The only Thai film that I remember and all seem to love, even outside Thailand, is ONG Bak.