In what has been somewhat of a historic comeback, Thai cinema has found great success across borders, primarily in western markets. A Useful Ghost, directed by Ratchapoom Boonbunchachoke, made history in an incredible way. It went on to become the first Thai film to win the Critics’ Week Grand Prix at the venerable Cannes Film Festival. This incredible feat serves as testament to the rapid evolution of Thai cinema. Dr. Mary Ainslie attributes this turnaround to modernization and the emergence of a growing middle class in Thailand.
The Thai film industry has experienced considerable booming period recently. This success has produced not only incredible individual talent, but a deep collaboration among industry, academia and a supportive federal government. With efforts to increase more production to the country and entice foreign filmmakers, Thailand has become a popular shooting destination. As a result, foreign films such as “Jurassic World: Rebirth” and series like “White Lotus” have flocked to the country, generating substantial economic benefits.
The Impact of Government Support
Ironically, government support has been critical in the development of the vibrant Thai film industry. As Dr. Mary Ainslie demonstrated, the Thai government is working hard to encourage local talent. They have implemented a plethora of other incentives to lure foreign productions. This relatively small support has been shown to be very effective. Just in 2023, Thailand has already produced THB 6.58 billion (about $309.8 million) from 491 foreign films filmed in the region.
Dr. Ainslie cautions that these incentives can lead to a disparity in the kinds of films that are funded. She also noted how these biases might contribute to the typecasting of Thailand’s overall image in the increasingly competitive global film market.
“It becomes an imagined community. It becomes invented tradition.” – Dr. Ainslie
Despite these challenges, the Thai Film Office, which operates under the tourism department, remains integral in promoting the industry and ensuring its continued growth.
The Creative Pulse of Thai Storytelling
Over the past few decades, Thai filmmakers have shown a remarkable gift for combining old narratives with new narrative forms. According to Ratchapoom Boonbunchachoke, the appeal of Thai dramas lies in their emotional depth and ability to resonate with audiences.
He noted that today’s filmmakers are finding new ways to reach people and make an impact. They’re discovering creative ways to convey their core message without diluting their concept. His experimental horror film A Useful Ghost is a shining example of that spirit, captivating local and international audiences alike.
Advertising’s impact on Thai filmmaking shouldn’t be underestimated. To this end, Mr. Nagy emphasized the unique way many directors first learn their craft through ‘commercials bootcamp’ that encourages liberated innovativeness and out-of-the-box magic-making.
“If you’re learning your film trade in the advertising industry in Thailand you’re unconstrained.” – Mr. Nagy
The combination of this background and experience affords filmmakers the ability to create fresh compelling narratives that truly break-through on a global scale.
The Global Appeal of Thai Films
With its breathtaking landscapes and low costs, Thailand is an appealing location for filmmakers. The country boasts a highly trained labor force that is comfortable using the English language. This accessibility has brought many overseas productions, bolstering the country’s reputation as an up-and-coming center for cinema.
In 2024, Thailand received nine awards from 210 entries at the Cannes Lions awards, achieving the second-highest win-to-entry ratio in the Asia-Pacific region. This achievement and recognition highlight the important fact that creative talent continues to grow where there is a nurturing, enabling ecosystem.
Dr. Ainslie highlighted that the changing demographic landscape adds to this challenge. The rural provincial population has gotten rich, cosmopolitan and networked thanks to leaps in communications technology. Today, Thailand ranks 8th in the world in broadband internet speed and over 91 percent of the population is online.
“That’s about constructing yourself as a very cosmopolitan person, and that’s very attractive.” – Dr. Ainslie
As filmmakers such as Ratchapoom Boonbunchachoke argue, compelling stories are the key to making an impact and connecting with viewers. He feels that “Thai film is like Thai kitchen — the taste has to hit you in the face. This remark points to the secret ingredient — a fearless imagination — that has viewers everywhere entranced by Thai stories.
