Thai horror films ‘Undertaker’ and ‘Death Whisperer’ break revenue barrier
ANN/THE NATION – In 2023, approximately 60 Thai films premiered in theatres, with an additional 20 released on online platforms. Despite Thai films traditionally accounting for only about 30 per cent of the revenue generated by Hollywood movies, the landscape shifted in the early months of 2023. During this period, two Thai films surpassed the THB100 million (BND3.81 million) revenue milestone.
The significant change was particularly evident in the third quarter of 2023. Despite high expectations for the blockbuster Mission: Impossible – Dead Reckoning Part One, the film underperformed, while Thai productions, notably Undertaker and Tee Yod (Death Whisperer), experienced tremendous success. This marked a noteworthy departure from the conventional trend in the industry.
Their earnings contributed significantly to the overall revenue for Thai cinema, boosting confidence in Thai films and reconnecting audiences with the industry.
Another crucial factor contributing to the success of many Thai films in 2023 was Hollywood’s decision to suspend work due to the strikes led by two influential associations in the industry – the Writers Guild of America and SAG-AFTRA.
These associations played a significant role in organising work stoppages due to dissatisfaction with film studios regarding revenue sharing and the unauthorised use of AI and led to the postponement of various film projects.
This, in turn, meant that key competitors for Thai films were reduced. The delay in Hollywood projects could be one of the factors contributing to the remarkable success of Undertaker and Tee Yod (Death Whisperer) as they had less competition during their release periods.
But that doesn’t take away from their unprecedented success.
The biggest phenomenon has been the success of Undertaker, the latest film in ThaiBan The Series, the brainchild of a small group of young filmmakers with a modest budget and featuring unknown actors.
Originally ThaiBan The Series targeted audiences in the northeastern region of Thailand. Starting with low-budget regional films, they gradually developed their skills by working on several projects over six years.
Typically, other films peak in viewership during the first week and then experience a decline in the second week. However, Undertaker saw an increase in viewership in the second and third weeks, defying the usual trend. This success story highlights the impact of grassroots filmmaking, showcasing that with dedication and skill development, even small-budget productions can capture the attention and loyalty of audiences.
Suwit Thongrompho, the CEO of SF Corporation, commented on the phenomenon, saying: “We have a total of 391 cinemas, and 80-90 per cent of them are showing for this film, regardless of the opening time. Even the 2am screenings are full.”
What makes this film even more unique is that initially, it was supposed to be shown only in theatres in the northeastern region. However, the momentum steadily increased to the point where even cinemas in Bangkok, Northern, Central, and even Southern regions had to include it in their lineup.
Pundits say the success of Undertaker can be attributed to a strong existing fan base that has carried over from previous works.
The film’s content is considered well-rounded, featuring humour, thought-provoking elements, and a cultural resonance that echoes the lifestyle of people in the northeastern region. However, it has also become apparent that audiences from all regions can relate to and understand the film.
In the end, ThaiBan The Series, which started with a budget of THB2 million (BND76,243) for the first episode, has grown exponentially, expanding into a film that has generated revenue of almost THB1 billion (BND38 million).
Beyond the revenue, the Undertaker phenomenon has created a momentum that is bringing people back to the cinemas to watch movies.
One film that has received attention in this wave is Death Whisperer. Just one day after its release, it shattered the record for the highest opening revenue for a Thai film, reaching THB39 million (BND1.5 million).
The film gained popularity through online forums like Pantip, where it developed a fan base due to its scary storyline. This anticipation carried over to the film adaptation, making it highly anticipated and well-received.
In addition, Death Whisperer invested heavily in advertising, had effective promotions, high-quality cinematography, and featured well-known actors including Nadech Kugimiya.
The film was also released in the IMAX format, the first Thai film to do so, further attracting audiences to theatres.
Both Undertaker and Death Whisperer, released in close succession, achieved remarkable success with high box office revenues. Undertaker generated over THB700 million (BND26.7 million), while Death Whisperer earned more than THB500 million (BND19 million).
These films stand out as the top-grossing movies in Thailand for 2023.
“This phenomenon indicates that we need to create good movies and quality content. People are ready to come out and watch if the movie is good. We must create works that are good and pay attention to the script and promotion,” Bundit Thongdee, an expert in the field of film from Thailand Ministry of Culture, noted.
