According to data from Box Office Vietnam, ticket sales for Southern Wild show a significant decline despite high daily attendance (around 4,000 tickets). As of October 26, the film has grossed 108 million VND after nearly 2 weeks of release, a figure that helped the production company recover some costs but is considered low compared to previous expectations.
Southern Wild’s revenue continues to show a deep decline after nearly 2 weeks of release
Controversies and the Impact on Viewer Psychology
A notable disappointment for the team behind Southern Wild is the film’s ongoing controversies. Director Nguyen Quang Dung has made several changes to the original script. Since the initial promotional images were released, many critiques have pointed out that the film’s context fails to resonate with the Western audience. Additionally, many compare the film unfavorably to the successful 1997 animated version. Some characters, such as Uncle Ba Phi (played by Tran Thanh) and Vo Tong (Mai Tai Phen), appear to deviate significantly from their original designs, leading some viewers to feel disconnected.
After several early evening screenings, the biggest controversy arose from the crew’s use of the names of various militia groups, such as Heavenly Justice Group and Righteousness Alliance, in the film. These groups are depicted as the main forces behind the resistance activities. Some viewers have commented that the film does a good job highlighting these groups’ roles in the southern anti-colonial movements.
Director Nguyen Quang Dung later acknowledged that he had to adjust the script, altering several lines in the film. Specifically, the names Righteousness Alliance and Heavenly Justice Group were changed to Southern Justice Alliance and Political Righteousness Group.
Southern Wild faces multiple criticisms immediately after release
These controversies have significantly affected the film’s reception at the box office. After three days, the movie quickly cooled down despite still capturing a high number of screenings. After hitting the 100 million VND mark on October 23, in the following days, Southern Wild only earned about 3 million VND per day, a 5-fold drop compared to the initial screening days.
Recently, director Nguyen Quang Dung expressed his disappointment, stating that many people who did not watch the film still felt satisfied with the work. He wrote, “There are many people publicly criticizing Southern Wild these days, even going so far as to express satisfaction… I particularly noticed that many might not have seen the film, since many arguments are not correct about the events depicted. They hear about it from here, listen to it from there, and develop more assumptions to feel satisfied.”
“I visit various forums related to the film; many people use negative comments to seek validation for their own biases about the film. They express a strong sense of patriotism that clashes with others’ views. With such strong sentiments, it’s likely that the reasoning is rooted in misunderstanding,” Nguyen Quang Dung continued.
Film Quality Not as Expected
Another crucial factor contributing to the declining interest in Southern Wild is the film’s quality itself. Immediately after its release, alongside some praise, the film received many criticisms regarding its content, dialogue, excessive use of clichés, and humor that fell flat.
Producer Tran Thanh and director Nguyen Quang Dung
Many netizens have added that the excessive use of clichés detracts from the overall flow of the film, making it feel less engaging. Scenes like the opening flight or the comedic trio of An – Co – Xinh fail to deliver a memorable impact. The changes to key characters such as Ut Luc Lam and Uncle Ba Phi come across as forced and not well-integrated. The decision to make the main character, An (played by Hao Khang), less prominent in the family dynamic has left many viewers dissatisfied.
Overall, director Nguyen Quang Dung aimed to create a new work to surpass the shadow of the famous 1997 animated version. However, he seems to have overlooked the essence of the original story and the audience’s connection to the animated version, focusing instead on the entertainment aspect while sacrificing narrative depth.
Release During a Low Point for Vietnamese Cinema
Another unfortunate timing aspect of Southern Wild is its release during a low point for Vietnamese cinema. Numerous films have struggled to achieve significant box office success. In September alone, three Vietnamese films released failed to generate considerable revenue, including Ghost of the Dead, Chasing Happiness, and Live: Direct Development. According to data from Box Office Vietnam, these films earned less than 5 million VND.
According to some industry insiders, the underlying reason for this trend partly stems from the global film market’s ongoing recession. In Hollywood, continuous strikes and prolonged delays have caused many blockbuster films to be postponed or canceled altogether. Several films in North America and South Korea also face similar fates, not unique to Vietnam.
In November, Vietnamese cinemas are expected to heat up with several new releases. Director Victor Vu is set to return with his highly anticipated film Last Man Standing, featuring actress Kaity Nguyen in a leading role. Meanwhile, several blockbuster international films such as The Marvels, Taylor Swift: The Eras Tour, The Hunger Games: The Ballad of Songbirds & Snakes, Trolls Band Together will also contribute to the ongoing challenges faced by Southern Wild.
With the current situation, Southern Wild faces a tough challenge to reach 150 million VND after its release. Previously, many industry experts speculated that the film could potentially exceed 200 million VND, given the original’s legacy and the experienced cast and crew involved.
