Following a spike in popularity for Thailand’s film and TV industry, the country’s filmmakers and tourism officials want to make sure it lasts. Nithee Seeprae, Cod Satrusayang, Raymond Phathanavirangoon and Banjong Pisanthanakun joined Variety at the Toronto International Film Festival to discuss Thailand’s growing presence in the global film industry, both in the original work of Thai filmmakers and the influx of international productions shooting across the country. Pisanthanakun, whose latest film “Inherit” debuted at TIFF, is one of the filmmakers helping to introduce Thai cinema to audiences around the globe.
Pisanthanakun’s movies, plus films like “How to Make Millions Before Grandma Dies,” have further established the country’s presence in the international film industry. The latter became the first Thai film shortlisted at the Oscars for Best International Film. Phathanavirangoon, the producer and founder of the SEAFIC Script Lab, says he’s noticed a new energy among Thai filmmakers, pointing to the rise of international productions coming to Thailand, such as “The Creator” and “Jurassic World: Rebirth,” as well as the country’s homegrown films.
The panelists also discussed the impact of “The White Lotus,” which filmed its third season in Thailand. Satrusayang, the head of studio at TSixtySix, worked on the hit HBO series and says creator Mike White was deeply immersed in Thai culture and intended for it to serve as a love letter to the country. The season featured Thai actors and traditional dances, food and locations, all of which helped introduce viewers to different aspects of the country’s culture.
After the island Koh Samui appeared in “The White Lotus,” online interest in the location spiked 88%, and the island’s hotel reservations increased by 44%. This increased visibility has also contributed to the rise of “set-jetting,” with audiences seeking out destinations they’ve seen on screen. The Tourism Authority of Thailand (TAT) launched a new campaign, “Amazing Locations: From Scene to Scenic,” to capitalize on that interest and connect the country’s growing prominence as a filming destination with tourism.
And of course, also, the ‘Scene to Scenic’ [campaign] tries to encourage all the producers to shoot in Thailand too.” International productions continue to travel to Thailand for filming, with more than 383 productions coming to Thailand this year alone, says Seeprae, the deputy governor of TAT. Revenue income has increased by about 5% to 10%, nearing about 6 million Baht last year. The country has also seen a 5% to 10% increase in productions shooting in Thailand over the past year.
Revenue has continued to grow, and the influx of projects has created additional employment opportunities for Thai crews. The booming business and government support are key to the industry’s success, but Phathanavirangoon notes that Thai crews can movie magic no matter how much can afford to spend. Satrusayang’s company works on international productions filming in Thailand.
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