Hanoi [Vietnam], July 5: Vietnamese horror films are currently experiencing a strong boom. But could this rapid development easily become a bottleneck if it's exploited excessively and indiscriminately?
In fact, figures presented at the 4th Da Nang Asian Film Festival show that horror films currently account for approximately 30-50% of Vietnamese films on the market. This is a very high percentage compared to Indonesia, where horror films account for about 20-30%, or Thailand, where the rate is around 15-20%. With approximately 1,200 cinemas nationwide and box office revenue reaching around $220-230 million USD (equivalent to nearly 5,600 billion VND) in 2025, the Vietnamese film market clearly has significant room for growth. However, this potential cannot be filled solely by a single genre.
The boom in Vietnamese horror films could be a double-edged sword.
The issue isn't the abundance of horror films. Vietnamese cinema doesn't need to restrict itself to a genre that has a large audience, the potential to generate revenue, and the potential to explore cultural identity. The problem lies in the uneven quality. Recently, alongside some works that demonstrate efforts to explore folklore, spirituality, and karma, there are still many horror films made by capitalizing on trends. The familiar formula is to create a gloomy atmosphere, insert jump scares, add a few superstitious elements, and then hope that audience curiosity will draw them to the theater. This approach may create a temporary effect, but it's difficult to build lasting trust.
When horror films are produced with a "quick fix" mentality, the genre itself will be eroded the fastest. Audiences may be curious once, but they will lose interest if they constantly encounter the same old motifs. A market where every month features a horror film, but not all of them have the necessary script, art direction, sound, acting, and message to stand the test of time easily creates a feeling of oversaturation. When audiences are oversaturated, the backlash won't just be directed at a few weak films, but could lead to a cautious attitude towards the entire genre.
If too many producers rush into the same direction, the market will quickly become saturated. Then, a few box office failures could trigger a chain reaction: investors become hesitant, theaters become cautious, audiences lose faith, and truly well-made projects are negatively impacted by prejudice against Vietnamese horror films. From a strength, this genre could be severely hampered by its own rapid proliferation. The recent directive from the Film Department is therefore a necessary signal. This is not a move to restrict horror films, but rather a reminder for the market to develop in a healthier direction, focusing on quality rather than chasing quantity and short-term box office success.
Several more Vietnamese horror films are expected to be released soon. This shows that the genre remains popular among producers. However, with more films coming out, the demands for quality must increase. For Vietnamese horror films to have a long-term success, they cannot rely solely on screams, darkness, or predictable jump scares. What keeps audiences engaged must be a solid story, characters with sufficient depth, and fear built on a foundation of culture and human values.
Vietnamese cinema needs horror films, but more importantly, it needs decent horror films. This genre has a great advantage in exploiting the rich cultural heritage, beliefs, and spirituality of Vietnam. With proper investment, this could absolutely become a strength of Vietnamese cinema. However, if it only follows the formula of being quick, cheap, and easy to sell, it will become a barrier that creates an unbalanced market and impoverishes the genre.
A healthy film industry cannot be strong in just one genre. Audiences need more choices, including family films, dramas, historical films, children's films, action films, comedies, and many other genres. This diversity is what creates sustainable vitality for the market.
What Vietnamese cinema needs right now is not to make fewer horror films, but to make better horror films. Slow down to be more meticulous, more selective, and more responsible to the audience. When the content of horror films is based on culture, art, and humanistic values, horror films will continue to be a strength. But if it only becomes a gimmick to sell tickets, this genre could easily go from a driving force for development to a "bottleneck" for Vietnamese cinema.
Source: Thanh Nein Newspaper
