Midterm Consumer Behavior
1. Introducing Tet film market
a. What are the changes in the film market in 2020, 2021, and most recently the
beginning of 2023?
After two years of silence due to the heavy influence of the Covid-19 pandemic, the
Vietnamese film market in cinemas is expected to prosper and break through in the
second half of 2022, especially the 2023 Tet film season, which cinemas will witness.
the launch and reboot of a series of quite rich and diverse film projects. In the Lunar
New Year of the Rabbit in 2023, the number of Vietnamese films in cinemas has been
low, with only two works: Nha Ba Nu and Chi Chi Em Em 2. However, after the first
4 days of the year, sales achievements and media effects which these two films
achieved far surpassed foreign works released at the same time. It can be seen that the
film market for Tet 2023 is meager but not quiet. More encouragingly, both
Vietnamese films that hit theaters during the Tet holiday are of average to good
quality, with absolutely no disaster films.
b. Tet film market segment:
The most anticipated movie in the New Year 2023: Chi Chi Em Em 2 (emotional
psychology), Nha Ba Nu (family). This year's Tet film is juicy, although there are
only 2 Vietnamese films, but Nha Ba Nu is far behind imported films such as: The
Amazing Maurice, Operation Fortune, The Mummy: An Adventure to London...
in terms of box office revenue. ..
2. Brief introduction to the film.
The scene of the film takes place in a small house in Saigon. The movie
"Nha Ba Nu" tells the story of Mrs. Nu's family consisting of three
generations living in the same house. Nu is a difficult mother, burdened with
rice and money and the owner of a crab cake shop, the film revolves around
the story of the relationship between Mrs. Nu and her daughters and son-inlaw.
3. Review the film overview and learn from experience
The film, directed by Tran Thanh, is a psychological and emotional work mixed with
humorous elements, set in a family living in an old apartment building in Saigon. The
film's strength is reflection. family life in an authentic way, touching the emotions and
sympathy of the audience. However, some viewers may feel that the film's script has
not come and there are no big surprises. But for those who love psychological,
emotional and humorous movies, “Nha Ba Nu” is a good choice to enjoy.
One point that needs improvement of the film is the script. Although the film brings a
lot of laughs and emotions, there are scenes and characters that are put in a bit absurd
and too imaginative. This reduces the persuasiveness and authenticity of the story. In
addition, the transitions and coordination between scenes also need to be improved to
make the movie smoother and easier to follow.
4. What makes the movie successful?
Reaching over 300 billion in revenue after 11 days of release. So what is the reason
why the film "Nha Ba Nu" is such a resounding success?
a. Release time and content suitability (Vietnamese audience's Tet filmwatching culture)
● First, “Nha Ba Nu” is an easy-to-watch movie, less picky about the audience
and suitable for entertainment needs on holidays and Tet. With content that is
close, simple, easy to understand and revolves around family issues. In
addition, the film's release time is set on New Year's Day, the time when family
members gather. These are the key factors that urge viewers to go with their
loved ones, increasing the number of tickets sold in the first days of the
premiere.
● In addition, with Vietnamese culture, Tet is the time when people's demand to
watch movies increases. A film with humorous elements, revolving around a
family story will easily reach the audience at this time. Not only that, when
compared to previous seasons, this year only 2 Vietnamese films were released,
which also helped the film get more attention from viewers.
● The great attraction makes the film ranked by the theater cluster many times
more than other films. This gives the film the opportunity to reach more
audiences through a variety of showtimes. Another reason is that this year's Tet
movies are few, foreign blockbusters do not have outstanding films. This helps
Tran Thanh film dominate the box office.”
● Compare Why was the film “Nha Ba Nu” more successful than “Chi Chi Em
Em” at the same time?
Nu's family has a wider audience segment than “Chi Chi Em Em 2”
At the same time, “Nha Ba Nu” has a wider audience segment thanks to the label
16+. This is the only family-psychological film to hit theaters during Tet. And
Chi Chi Em Em was rated 18+, limiting the audience segment. If at “Nha Ba
Nu”, the audience can take their whole family to the movies, it seems that “Chi
Chi Em Em 2” attracts the majority of couples.
b. Good application of psychological effects in marketing
c. Use the Mere-exposure Effect
This effect simply indicates that: "The subconscious feeling of familiarity is
one of the factors that influence our decisions when choosing something".
Here is an example when choosing between 2 films “Nha Ba Nu”and “Chi Chi Em
Em 2”. Two Vietnamese films are highly rated at the time of Tet.
This is a typical example of the Approach - Approach concept of Motivation conflict.
Here, the audience will have to make a choice between two highly rated films and
they both have the same purpose of entertainment.
d. Good application of digital word-of-mouth theory
Based on the survey we did, finding that human-to-human transmission is crucial to
the success of the film. The quality of the previously reviewed film has not been
evaluated, only based on the analysis of the audience knowing the film through
referrals from relatives, friends and people around. This is one of the 2 factors that
account for the second highest percentage in the survey. The transmission of
information between individuals is very important. With the great success of the film,
we see that the word-of-mouth theory has been applied very well.
However, this same factor also makes movie revenue suffer due to negative contagion.
Based on the survey, the audience's satisfaction for the film accounts for less than
50%. Because it is based on Word-of-Mouth Communication theory, consumers will
consider negative information from other consumers. So, if the movie satisfaction rate
is not too high, it could cause a huge wave of disappointment for later viewers.
e. Using the Halo Effect
The Halo effect occurs when we will make general judgments about a person or thing
based on only one side of the problem.
Like the concept of Perception, it refers to the customer's perception of the brand they
consume. The movie “Bo Gia” of Tran Thanh has been a movie franchise in the hearts
of fans since its debut. Because the success of “Bo Gia” is so great, viewers will be
looking forward to the House of the Nun which will be a film of high quality or at
least commensurate with “Bo gia”.
However, this is also a strategic step that carries many risks. Because when customers
have a solid perception of the brand, their expectations will be very high. If the movie
when released does not meet these requirements, it means that the good perception of
customers will change.
f. Use materials that are close to you
Tran Thanh used materials very close to real life to put into film making from
dialogue, language to context. These materials evoke exactly the concept of
subculture, which is reflected in the fact that the film is set in a rural neighborhood in
Vietnam, focusing on the daily life of housewives and neighbors.
g. Group Influences and Organizational Decision Making: (in a customer's
purchase decision is when a group of friends want to buy a new product and
share information with each other) specifically, watching the movie “Nha Ba
Nu” -> stimulate curiosity. curiosity of those who have not seen it. In this
process, the people in the group will give opinions, reviews about the
product and decide to buy the product based on that information.
h. The work has a reasonable and methodical communication strategy
In addition to the content element, “Nha Ba Nu” has a reasonable and methodical
communication strategy. Although the project of “Nha Ba Nu” was started quite
quickly because of its late announcement. But in return, the film chooses the right
drop point when organizing the premiere events.
The movie premiere in Ho Chi Minh City on January 11 ranked as the top trending
content of TikTok. After the movie was released, every day, Tran Thanh's crew held
exchanges at theaters in Ho Chi Minh City, Hanoi, and Da Nang... to meet the
audience. Tran Thanh also took advantage of his personal fan page of 18 million likes
to promote movie-related content. In addition, other artists have also used their
personal social media accounts to promote this film.
i. Apply Maslow's theory
Maslow's theory can be applied in the movie "Nha Ba Nu" to engage the audience by
creating characters and stories that the audience can empathize with and connect with
basic human needs.
In the movie "Nha Ba Nu", the characters are built with clear basic needs such as
emotional needs, safety needs, work needs and self-expression. These needs are
created through situations and stories in the film, and characters face challenges to
fulfill those needs. Audiences can identify with the characters and feel that they can
find a part of themselves in those characters.
In addition, the movie "Nha Ba Nu" also conveys a meaningful message about family,
love, and solidarity. The characters in the film face challenges to protect their family
and keep their love strong. This message prompts the audience to think about the
value of family and love in their real life.
5. Evaluate and propose strategies from the success of the movie "House of
the Nu"
Overall, "Nha ba Nu" is not an excellent film, but in terms of communication and
effects to attract audiences to theaters, the film has been a great success.
With "Nha Ba Nu", exploiting popular issues, reaching the masses can be the path to
Tran Thanh's success. But if he doesn't continue to explore new things, find new
creations, then both "Bo Gia" and "Nha Ba Nu" will become a path. Conquering
Vietnamese audiences is always difficult and at this time it is even more difficult
when prejudice and discrimination against Vietnamese films are always quite heavy.
Therefore, we need to come up with a proposed strategy to create audience trust in
Vietnamese films:
● Content quality: Film producers need to focus on producing movies with high
content quality that are not too colorful, frivolous and confusingly funny. Movies
need to have a deep meaning, bring meaningful messages to viewers.
● Proactive use of technology: Film producers need to actively use new technology
to create special effects and bring audiences into the world of the film. Using
technologies such as 3D graphics, artificial intelligence, virtual reality... will help
make movies more novel and creative.
● Invest in new film genres: Film producers can invest in new, untapped or
underexploited film genres in Vietnamese cinema such as sci-fi, superhero movies
, psychological thriller… This will help the films become unique and attract the
audience.
● Collaboration between artists: Collaboration between artists such as directors,
screenwriters, musicians, actors, designers, producers... is also a way to promote
creativity and create films. unique. Film producers can encourage artists to work
together to bring audiences diverse and creative films.
6. Appendix (sources of information,...)
Reference links:
https://www.vietnambusinessinsider.vn/giai-ma-su-thanh-cong-cua-phim-nha-ba-nuchuyen-thi-dan-va-triet-ly-binh-dan-cua-tran- bar-a29443.html (movie success
overview ptich)
https://www.vietnambusinessinsider.vn/giai-ma-su-thanh-cong-cua-phim-nha-ba-nuchuyen-thi-dan-va-triet-ly-binh-dan-cua-tran- bar-a29443.html (reason)
https://phunghuyhoa.com/nha-ba-nu (reason)
https://zingnews.vn/ly-do-nha-ba-nu-dai-thang-va-dieu-dang-de-tran-thanh-suy-nghipost1397317.html (general)
Why did 'Mrs. Nu's House' win big in the Tet film
season?thanhnien.vnhttps://thanhnien.vn › vi-sao-nha-b...
https://marketingai.vn/03-bai-hoc-trong-bo-phim-tinh-cam-gia-dinh-nha-ban-nu-docen-khach-hang-trong-marketing-danh-cho- business/ (lessons)
https://www.vietnambusinessinsider.vn/giai-ma-su-thanh-cong-cua-phim-nha-ba-nu-chuyen-thidan-va-triet-ly-binh-dan-cua-tran- bar-a29443.html