Marketing Communication of Thai Film Distributors for Distribution in People’s Republic of China

Abstract

        The purposes of this qualitative study are to investigate Thai film distributors’ marketing communication in the dissemination of Thai films in China as well as to examine the film “Bad Genius” as a case study. In this study, the data were mainly from two representatives from two Thai film distribution companies, i.e. Ms. Ruedee Phontaweechai from the International Business Section, GDH 559 CO., Ltd. and Mr. Phittaya Sittiaumnuaychai from Sahamongkol Film International Co. Ltd. The theories used in this study included marketing and marketing communication along with film marketing and distribution. The results of the study were as follows.

        1) The growth of Thai film market in China increased every year. In addition, there was also an increase in the popularity of Thai films, dramas, actors and actresses as could be evidenced from the revenue and the number of tickets sold of many Thai films disseminated in China. These were resulted from a higher demand for movies and other factors including prices, distribution channels, products, and promotions.

        2) In terms of the film “Bad Genius,” the results from the interviews revealed the details of the negotiations as follows: (1) the procedure prior to the selection of distributors in China, 2) the distribution channels, 3) the negotiated price and deal in trading this film, (4) the procedure prior to the film censorship, (5) prices, and (6) distribution channels.

        3) In terms of the problems in the dissemination of Thai films in China, it was found that China regulated media strictly, especially the public media such as films, artworks, or games. These media must not contain contents related to gambling, violence, pornography, and copyright infringement. In addition, the media must not present the issues about death, cults, and the government’s confidential information. Although the regulations were amended every year, the censorship system was completely under control and supervision of the Chinese government in order to maintain the domestic peace and safety. Therefore, the dissemination of international films in China would take several months and may end up with the permission denial. So, it could be concluded that China could be deemed one of the strictest countries in the dissemination of international media.