Bangkok: In an era where digital disruption impacts every industry, the Thai film industry is facing significant challenges from the onslaught of online platforms and changing consumer behavior. Leading Thai film director Prachya Pinkaew offered an interesting perspective, stating that Thai films will remain a part of Thai society as long as there are Thai people. However, what needs to change is the format and indicators of success, which must keep pace with the global landscape.
According to Thai News Agency, when comparing the differences between movie theaters and online platforms, Prachya pointed out that while online platforms offer convenience and a vast amount of content, the movie-watching experience between the two is not the same and neither can destroy the other. The main problem today is not that people don't want to watch movies, but rather that time remains limited while the number of content choices has increased, leading to a global distribution of revenue. It's not just Thai films that are experiencing declining revenue; Hollywood films are facing the same situation because consumers have more choices.
Prachya revealed the mechanisms of the human brain that influence the success of films, stating that the brain ignores old information it has already seen and constantly craves novelty. Therefore, the key challenge for filmmakers is to create new, different, and more enriching experiences. Currently, the Thai film market no longer has a middle ground; film revenue is divided into two distinct extremes: either it plummets to the bottom or soars to hundreds of millions of baht, as in the cases of films like "The Undertaker" or "Thi Yod." This trend will become even clearer in the next five years.
In an era where anyone can tell stories through social media or even using AI to create films, Prachya comments that cinema differs from general content in that its core lies in cinematic grammar. Whether it's shot size, camera angles, or camera movement, everything in the frame must have meaning and power to communicate. While AI can easily make visually appealing like a film, the use of science and art in storytelling to evoke emotional impact remains the distinguishing characteristic that professional filmmakers must possess.
To further strengthen the Thai film industry, the "THE NEXTGEN THAICINE" project was launched as a collaboration to cultivate a new generation of talent. This project focuses on providing young people (ages 20-30) with a deep understanding of storytelling theory and the distinction between content creation and filmmaking. The project will conduct educational tours at universities nationwide throughout June 2026, and 10 finalist teams will be selected to attend an intensive 4-day, 3-night training camp in July. Professional experts will serve as instructors, enabling these young talents to excel and create outstanding work in the global market.