The Mid-2025 Box Office Race: Who is Redefining the Audience Experience?

The Vietnam cinema industry is at a major turning point. With OTT platforms expanding rapidly and home viewing habits becoming increasingly common, only 6-8 million Vietnamese people — less than 10% of the population — regularly visit movie theaters, while audiences increasingly demand a cinema experience that justifies the trip.

Report Vietnam Cinema Industry - Mid-2025 conducted by Kompa using AI-Driven Social Listening has analyzed over 843,000 discussions and revealed remarkable findings.

Key Findings

• One dominant brand accounts for more than half of the discussion market share, but this leadership position may not be secure
• Smaller brands are gaining attention thanks to superior brand health, showing high positive response rates and minimal negative sentiment
• TikTok is emerging as a new battlefield where brands are unexpectedly outperforming traditional leaders
• Success does not depend on short-term promotions, but on the quality of the cinema experience combined with social media virality

Which brands hold the advantage? What hidden strategies are competitors using? Which Insights should marketers prioritize? Download the report to explore full data, analytical charts, and actionable recommendations.