Cinema contributes to preserving and promoting culture

During its journey of development, Vietnamese cinema has boasted several works with historical and artistic value, imbued with national identity and spirit. According to Professor, Dr. Tran Thanh Hiep, Chairman of the National Council for Film Appraisal and Classification: “The appraisal and classification of films (so-called film censorship) is a job conducted by every country to protect and develop culture, as well as fostering cultural exchange. On the other hand, film censorship is also part of protecting cultural security in the film industry.” According to Hiep, the film industry must have extensive connections with many units and use technological achievements to overcome current shortcomings.

As a writer and director who has produced many impressive films and have won many prestigious awards, director Luong Dinh Dung shared: “Sometimes I heard that we lack good scripts and lack creativity in cinematographic works. Personally, I go against that thinking. What we are lacking is adequate investment in cinematic works that aim to bring domestic cinema to the world.”

“We can cut corners like other countries do, such as inviting experts or professional teams from abroad, as the way football teams have invited foreign coaches. The most important thing is the identity that needs to be featured in Vietnamese cinema. If it lacks identity, it will be difficult for cinema to have influence on viewers.”  The director, who has attended many international film festivals, also affirmed that filmmakers, experts, artists, and audiences all care about and appreciate a country's pure works. No matter the story the work tells about, they want to realise the cultural soul of the film and figure out where it comes from.

Urgent need to promote the creative economy

According to the Cinema Law 2022, which officially took effect from January 1, 2023, the film industry is a creative economic sector in the cultural field, using artistic talent, cultural potential, technology and business skills to create cinematographic works and services. When cinema is recognised as an economic industry contributing to socio-economic development, its development will embrace many other industries, such as tourism, entertainment, media, and education. Director Luong Dinh Dung said the creative economy is very important for a rapidly developing country like Vietnam in the current context.

It is necessary to maximise the use of technology in cinema to help produce rapid and strong cross-border impacts. In fact, the emerging cinema of some European and Asian countries have reaped success with such specific and focused actions.

According to Nguyen Nu Nhu Khue, Chairwoman of Hoan Khue Film, Vietnam’s natural beauty and rich culture and history are its great advantages, but they alone are not enough to create breakthroughs without clear mechanisms and a favourable legal framework to facilitate film production cooperation.

She called for the introduction of a clear policy and collaboration between culture, tourism and tax agencies to attract both domestic and foreign investment, entice international filmmakers and attract multinational film-making projects. This will not only create jobs and enhance the film production capacity, but also promote the image of Vietnam along with its people and culture.

In this regard, Ngo Phuong Lan, Chairwoman of the Vietnam Film Development Association, stated that it is an important change to the new Law on Cinema when localities can now organise their own film festivals.

In addition, Director Do Thanh Hai from Vietnam Television, mentioned the use of the cinema development support fund and suggested encouraging private sector participation, and calling for and using different resources for cinema development.

As a form of art born and growing along with advances in science and technology, cinema in the new age is not outside the trend of appearing on digital platforms, both paid for and free.

Without time limits and distance barriers, movie lovers today have thousands of diverse choices in cyberspace. Even for movies and television films released in the traditional form, many stages still receive outstanding support from technology and social networks. With many years of experience in managing and participating in international cinema activities, Ngo Phuong Lan also affirmed that the way to make movies, distribute movies and enjoy cinema today is very different from the past. There are now many multimedia products such as online movies, 3D animations and advertising films. It can be said that digital content products occupy an increasingly important position, creating economic and social values and “soft” power.

Chance to renew themselves

Technological infrastructure catching up with the world and abundant young and creative human resources are great advantages can help Vietnamese cinema resonate in the international arena, according to many experts. In recent years, many films with elaborate investment, novel contents and attractive visual effects have been screened in the theatres or released on the global platform Netflix, making the public change their prejudices about Vietnamese movies, such as Mat biec (Dreamy Eyes), Hai Phuong, Tam Cam – Chuyen chua ke (Tam Cam: The Untold Story), Em va Trinh (You and Trinh), Trang Ti phieu luu ky (The Adventures of Trang Ti) and Lat mat (Face Off). Notably, while movies and television are still trying to transform, Vietnamese animation is a bright spot with impressive achievements in just a short time. Animation is a genre with diverse durations and rich contents. It is easy to reach audiences of all ages, and attracts many private resources in production and international cooperation.

Animation studios such as Dee Dee, Colory, Red Cat, and Sun Wolf Animation Studio not only have the ability to coordinate animation production with the world's leading studios from the US and Japan; but also released many series inspired by Vietnamese history and culture, attracting millions of views on digital platforms. 

Among the studios that have been active and productive recently, it is impossible not to mention Sconnect Vietnam, the animation company that created the wolf character set Wolfoo, which is popular in 17 languages with about 2 billion views per month on YouTube, with all Vietnamese staff and film production in Vietnam. The dream of putting Vietnam on the world animation map continues to be realised by this unit, with the just-released 3D film project “Trang Quynh Thoi Nhi Nho" (Trang Quynh's Childhood), which is a collaboration with Alpha Animation Studio of director and artist Trinh Lam Tung. Building on the childhood image of Trang Quynh - a famous folk character, the project aims to honour and promote many beauties in Vietnamese culture to audiences of many ages at home and abroad. Although it has only been shown for about a month, the first episodes have received good feedback from the public for being entertaining and educational. Images of costumes, architecture, customs, festivals, cuisine, folk games, folk songs, proverbs, myths, and historical figures are vividly recreated and beautifully designed. The filmmakers have the ambition to create at least one iconic, brand-name purely Vietnamese cartoon character. That cartoon character not only identifies Vietnamese identity but is also the basis for developing the surrounding ecosystem, including image copyright, and spin-off products - similar to some animation studios’ long-standing famous image, which has captivated audiences around the world.

As a digital content expert and businessman, General Director of Sconnect Vietnam Ta Manh Hoang shared: “Besides the leading unit of the Vietnam Animation Film Company, businesses currently involved in making animated films have increased rapidly, in both quantity and quality. In the Digital Content Creation Alliance alone, of which we are a member, there are about 200 units. To go the long way, Sconnect started with short content on popular digital platforms, because these are products that can quickly reach viewers' tastes and are easy to adjust. We also receive the support and companionship of many media experts, cultural researchers, educators and artists. Right now and in the near future, Sconnect is building new series to broadcast on multiple platforms and even theatrical movies. Surely Vietnamese animation must be for Vietnamese people before conquering foreign markets, and cultural values are the root of creating a sustainable brand.” 

It should be emphasised that no matter how powerful and influential technology is, the role of human labour and creativity is still irreplaceable. The "door" has opened for Vietnamese cinema to develop modernly and affirm its identity; but to enter the colourful and competitive global environment, it requires determination and closer coordination than ever, from managers, filmmakers and businesses.

Published: October 2023
Content: Mai Hanh
Translation: NDO
Design: Phung Trang