Vietnam’s cinema industry is at a major turning point. As OTT booms and the habit of watching movies at home becomes increasingly common, only 6–8 million Vietnamese people go to theaters—less than 10% of the population—while audiences are becoming more demanding in their expectations for a theater experience worthy of the price.

The report “Vietnam Cinema Industry Mid-Year 2025”, conducted by Kompa using AI-Driven Social Listening and analyzing more than 843,000 discussions, reveals many surprising findings:

• One giant dominates more than half of the discussion market share, but the gap may not be “impenetrable.”

• Smaller brands score points thanks to superior brand health, with high positive response rates and extremely low negative rates.

• TikTok is emerging as a new battleground, where one brand unexpectedly outperforms even traditional giants.

• And the deciding factor is not short-term promotions, but the theater experience + the power of social media communications.

Which brand currently holds the advantage, what are competitors’ “hidden weapons,” and which insights should marketers pay attention to?
Download the report now  to explore the full dataset, analytical charts, and strategic action recommendations.