Coherence of Thai Film Industry and Thailand’s Strategies of Film and Video Promotion, Phase III (2017-2021)

Abstract

Change in terms of factors and environment has come about to affect the stability of Thai film professions. This research project aims to uncover the coherence of the Thai film industry and Thailand’s Strategies of Film and Video Promotion, Phase III (2017-2021) in order to identify the potential of the strategies in the midst of change.

            To do so, the research team explored the industry as well as the essence of the strategies and conducted comparative studies between the two. Exploration of the Thai film industry incorporated in-depth interviews and document searches while that of strategies relied on policy analysis.

            The designed methodology leads to the result that the strategies do not cohere entirely with the actual situation. The Thai film industry experiences an obstructive environment and it is such serious that the film practitioner cannot create the piece to meet the average expectation. The strategies, however, do not emphasize solutions to this problem, but highlight production of capable practitioners based on the view that they lack appropriate skills. On the contrary, the research findings show Thai film practitioners as the outstanding strength. The conclusion therefore proposes to focus on the Thai film industry with specific attention to solve the problematic context rather than producing the new blood. Moreover, lessons learned from the successful cases such as the Korean and Indian film industry are suggested to be models for planning the next promotional strategies.