2024 – A year to remember for the Thai film industry

Over 40 new Thai films hit the screen in 2024.

If 2023 was considered a golden year for the Thai film industry, 2024 can be seen as even more glittering, despite fewer films being produced.

The smaller number of releases has been offset by a focus on quality. Studios have embraced diverse narratives and invested in genres beyond traditional comedies and horror films. Notable examples include “Uranus 2324” and “Taklee Genesis”, rare sci-fi films in the Thai cinema landscape.

Independent filmmakers have also increased their focus on quality productions.

Some films shelved for decades have finally been released this year. For instance, “Dog God”, a dark experimental comedy initially slated for the Bangkok Film Festival in 1997, was banned due to allegations of religious defamation but has now reached audiences.

Another notable release is “Breaking the Cycle”, a political documentary about the Future Forward Party that premiered amid Thailand's ongoing political uncertainty.

Several films have garnered critical acclaim and massive box office success. In terms of revenue, 2024 saw eight films crossing the 100-million-baht mark in domestic earnings, doubling the number from 2023 and potentially setting a record.

These blockbuster hits were:

• “Death Whisperer 2” (811 million baht)
• “How to Make Millions Before Grandma Dies” (339 million baht)
• “Pee Nak 4” (180 million baht)
• “The Paradise of Thorns” (151 million baht)
• “My Boo” (150 million baht)
• “Oh My Ghost: The Finale” (130 million baht)
• “Haunted Universities 3” (130 million baht)
• “In Youth We Trust” (102 million baht)

We can say that 2023 served as a crucial springboard for the Thai film industry in 2024.

A clear example is the success of sequels to blockbusters from 2023 that also achieved over 100 million baht in revenue this year. Notably, “Death Whisperer”, a horror film whose first instalment earned over 500 million baht domestically, was followed by “Death Whisperer 2”, which surpassed expectations with over 810 million baht nationwide.

The trend of hit sequels has spurred several filmmakers to continue developing follow-up films.

However, it’s worth noting that the overall quality and depth of Thai films have significantly improved this year.

A contributing factor was the investment by streaming platforms in distinctly Thai content, driving competition and raising production standards. These platforms have also expanded the audience for Thai-style films, with viewership numbers on streaming services surging.

The rise of the local film industry isn't exclusive to Thailand – other countries have experienced similar growth. A key factor has been the Hollywood strikes, which led to fewer US releases and created opportunities for local films to capture domestic audiences.

Despite these developments, horror films remain a perennial favourite among Thai audiences. Of the eight films that grossed over 100 million baht in 2024, five were horror films. Horror-comedy hybrids, in particular, continue to dominate, offering the diverse and balanced entertainment experience that Thai viewers love.

But what made 2024 an unforgettable year for the Thai film industry was the success of “How to Make Millions Before Grandma Dies” by GDH. This film defied conventions – it had none of the comedic or horror elements typical of Thai cinema. Its lead actors were seniors with no prior film experience, and the storyline seemed unremarkable.

Yet, the film captured hearts nationwide, moving audiences to tears before gaining traction in neighbouring countries that resonated with its cultural themes. Eventually, it crossed borders to touch audiences worldwide, earning the status of a sleeper hit – a film that unexpectedly achieves massive commercial and critical success over time.

The pinnacle of its success came when “How to Make Millions Before Grandma Dies” was shortlisted among the 15 Best International Feature Films at the 97th Academy Awards, from over 85 global submissions. This marked a historic first for a Thai film in the Oscars’ history.

Since Thailand began submitting films for the Oscars in 1984 (57th Academy Awards), over 30 titles have been proposed without ever reaching this milestone. Now, the next step is to see if it is announced on January 17 as one of the final five nominees for the March 2 ceremony.

Whether the film achieves ultimate success or not, it has already left an indelible mark on Thai cinema, not to mention its global box office earnings exceeding 2 billion baht.

"How to Make Millions Before Grandma Dies” is now the third Thai film to surpass 1 billion baht in revenue, following “Pee Mak” (2013, 1 billion baht) and “Bad Genius” (2017, 1.84 billion baht).

This film's triumph reflects the broader achievements of the Thai film industry in 2024, excelling in revenue, critical acclaim, and international recognition.

The overall success of Thai cinema has drawn international attention, fostering collaborations and attracting increased investments. This influx of capital has advanced Thailand's film industry and expanded its market reach.

In parallel, the Thai government has embraced the film industry as a vehicle for soft power. Through the Thailand Creative Culture Agency (THACCA), 200 million baht has been allocated to support the production of films, TV dramas, series, documentaries, and animations, positioning Thai cinema as a cultural export.

Tourism, a cornerstone of Thailand's economy, also benefits from the film industry's growth. Thai films serve as effective tools to promote film-inspired tourism, where fans visit filming locations.

For instance, Uttaradit has benefited from the success of “Death Whisperer 2”, as many of its horror scenes were filmed at key tourist attractions in the province. This movie has effectively promoted these locations, turning them into must-visit destinations for fans eager to follow in the footsteps of the film. Consequently, the province's tourism sector has experienced significant growth, helping to boost the local economy.

This synergy between cinema, soft power, and tourism underscores the transformative potential of Thai films on both national and international stages.