Is Vietnam's film industry too focused on chasing blockbusters?

When Vietnamese audiences think about local films, they tend to picture two extremes: commercial blockbusters designed to dominate the box office, or independent art-house productions aimed at niche audiences and film festivals.

Yet some of the most interesting success stories in cinema today sit somewhere between those two extremes.

Hollywood studios such as A24, Lionsgate and Amazon-MGM have built their reputations by backing films that are neither massive studio tentpoles nor small experimental projects. Instead, they champion distinctive stories and perspectives that might otherwise be overlooked by major studios.

Closer to home, recent films such as Hen Em Ngay Nhat Thuc (Meet Me at the Eclipse) and Dem Toi Ruc Ro (The Brilliant Darkness) have shown that audiences are willing to embrace stories that do not rely on blockbuster budgets while still delivering compelling, high-quality cinematic experiences.

According to RMIT University Vietnam Digital Film & Video associate lecturers Tran Phuong Thuy and Doan Tuan Duc, this underexplored middle ground could play an important role in helping Vietnam's film industry become more diverse and creative.

The missing middle

Ms Thuy believes one challenge is that Vietnam still lacks a clear definition of what a “mid-range film” actually is.

In more established film industries, films are often categorised based on production budget, marketing strategy, and distribution scale. In Vietnam, however, production budgets are not always publicly disclosed, making such classifications less straightforward.

Even so, a gap is increasingly visible in the way films are marketed and discussed in the media.

“Commercial” and “art-house” have become the two dominant labels applied to local productions. Blockbusters may benefit from star power, large marketing campaigns, and high production values, but they also carry significant financial risk.

At the other end of the spectrum, independent films often enjoy greater creative freedom but may struggle to reach mainstream audiences.

Projects that successfully combine artistic ambition with broad audience appeal remain relatively uncommon and are rarely recognised as a category in their own right.

Yet, according to Ms Thuy, they serve an important purpose.

“They provide more space for artistic expression while keeping commercial risk relatively manageable,” she said. “They also create opportunities for emerging filmmakers to progress from small projects to larger productions, helping build a stronger pipeline for the industry.”

Building the middle ground

So, what would it take for Vietnam to develop a stronger mid-range film sector? According to Mr Duc, success begins with understanding what Vietnamese audiences value most.

“Vietnamese audiences respond strongly to well-crafted stories that feel distinctly Vietnamese while also creating powerful emotional experiences, whether through laughter, tears or fear,” he said.

Rather than competing directly with blockbuster productions, mid-range films can carve out their own space through strong storytelling, clear audience targeting and efficient use of resources. This allows filmmakers to take creative risks while maintaining commercial viability.

Mr Duc believes genres that combine local cultural identity with universal human emotions hold the greatest potential. Romantic dramas, family-friendly comedies, horror films, and stories centred on contemporary youth culture all offer opportunities to connect with broad audiences without requiring blockbuster-level budgets.

Stories rooted in everyday Vietnamese experiences also hold significant potential. Films that reflect local culture, relationships, and social realities can resonate deeply with domestic audiences while remaining accessible to viewers overseas.

However, successful mid-range films are rarely built on budget alone.

Strong scripts remain the foundation, but Mr Duc argues that storytelling must be supported by compelling performances, a distinctive cultural identity, disciplined production practices and effective marketing strategies. Strategic release timing and audience engagement are also increasingly important in a crowded entertainment landscape.

As Vietnam's film industry continues to grow, the greatest opportunity could lie in building a stronger middle ground, one capable of nurturing new talent, encouraging creative risk-taking and bringing fresh Vietnamese stories to wider audiences.

Story: Ngoc Hoang

Thumbnail image: anekoho – stock.adobe.com