DECODING THE SOCIAL ECHO OF VIETNAMESE THEATRICAL FILMS DURING THE SEPTEMBER 2 HOLIDAY THROUGH 678,411 DISCUSSIONS

Released during the same holiday season, three Vietnamese films generated three distinctly different discussion patterns. From August 1 to September 4, 2026, Kompa’s Social Listening data recorded 678,411 public discussions surrounding the holiday film season. Behind this large figure lies a race that is far from simple.

What does the Social Listening data reveal?

⏱️ 10 Days Before Release — When the Race Starts Heating Up

It was not the official theatrical release week, but the 10 days leading up to release that concentrated the clearest spike in discussions. All three films recorded 32.8%–45.9% of their total discussions during this period, significantly higher than in other timeframes.

By contrast, the period more than 21 days before release had yet to generate meaningful discussion, with shares ranging from just 0% to 11.8%.

The challenge is not simply how strongly you communicate, but how early you start building audience attention.

📊 52.1% Share of Discussion — But Not the Film with the Strongest Word of Mouth

The leading film accounted for 52.1% of total discussions, while also generating the highest daily discussion peak of the holiday season at 44,175 mentions per day. But when the question shifts from “Who is being talked about the most?” to “Who continues to be talked about after release?”, the picture changes.

The film ranking second in Share of Discussion, with 39.7% of the market, saw 30.7% of its discussions continue to be generated from the fourth day after release onward.

Share of Discussion reflects the scale of audience attention, while Word of Mouth reflects the ability to sustain the momentum of conversation.

📱 TikTok Creates the Strongest Amplification

Across the entire dataset, a TikTok post generated an average of 14.8 comments, compared with 6.4 on Facebook and 1.4 on Threads. TikTok also accounted for 48.9% of total discussions, while Facebook contributed 40.6%.

The key insight lies here: the platform generating the most discussions is also the platform with the highest engagement per post. Resource allocation, therefore, should not be based solely on a platform’s total volume of mentions, but should also consider its ability to generate comment-driven amplification beneath each post.

💬 When Audiences Retell Their Experiences, a Film Starts Generating Word of Mouth

For the film with the strongest Word of Mouth, the Family & Emotion topic cluster accounted for 22.04% of discussions, with 53.2% positive sentiment and only 1.1% negative sentiment. Notably, 89.7% of discussions emerged after audiences had already watched the film.

This marks an important distinction between content communicated by the brand and content audiences actively choose to retell. Audiences are not simply talking about the film as a product. They are sharing their emotions, memorable moments, and personal experiences inside the theater.

A film begins to generate organic momentum when audiences have a reason to tell their own story.

The report “Vietnamese Theatrical Film Market During the 2026 National Day Holiday” does not aim to evaluate the artistic quality of the films. Instead, it focuses on decoding what audiences are talking about, where they are talking, when conversations emerge, and what keeps those conversations spreading.

Download the “Vietnamese Theatrical Film Market During the 2026 National Day Holiday” report to explore the full dataset.