Exchanging views on the topic surrounding the development of criteria for selecting national brands in the field of culture and art, experts believe that it is necessary to consider historical significance, cultural identity, spread, social impact, aesthetics and the ability to touch the emotions of the majority of audiences.
Cultural fields need to tell the world a story about Vietnam, imbued with Vietnamese identity, but meeting international standards. From a film work, when we tell about our nation - but that story must touch the hearts of world audiences. There will be common messages - that any nation in the world is interested in, also moved by, I take for example the story of war and peace, the story of love and betrayal... when the national story is internationalized, accepted by international audiences, then we can export films" - Dr. Bui Nhu Lai - Rector of Hanoi University of Theater and Cinema - commented.
According to Dr. Bui Nhu Lai, to have specific, detailed, and clear criteria for selecting national brands in the field of culture, experts, relevant agencies, the Department of Performing Arts, the Department of Cinema, the Copyright Office... need to sit down, study, and calculate, to have reasonable evaluation criteria for specific products of each cultural field.
In the past 2 years, performing arts have developed strongly with hundreds of large-scale music concerts, attracting tens of thousands of spectators. The performing arts industry has made great strides in a short time. The ability to organize large-scale concerts of Vietnamese crews is assessed to be on par with many developed countries. To consider selecting a national brand in the field of performing arts, many factors must be considered, from ensuring safety for tens of thousands of spectators in the performance space to applying science and technology, standard technical machinery, spread speed, music quality...
In the field of cinema, director Ham Tran of the movie "Death in the Air" who spent a long time studying in the US said that cinematic works in Vietnam in terms of sound and image quality are far inferior to international standards.
Vietnamese cinema needs to catch up with the world, at least starting from sound and image standards. We currently have to rent very small sound studios when making films, lacking modern technology. While in the US, sound processing rooms can be as large as a cinema with full of state-of-the-art equipment. Many Vietnamese film crews currently still have to go to Thailand to rent for post-production. For a film work, to become a national brand and step out into the world, first of all, it needs to meet international standards in terms of technical parameters. After that, content, script, story, acting... will be discussed" - director Ham Tran analyzed.
Assoc. Prof. Dr. Bui Hoai Son - Member of the National Assembly's Committee for Culture and Society - stated his point of view that, to build a brand, develop a brand and elevate it to a national brand reaching out to the world, the field of culture and art still needs to set strict standards for copyright protection.
To have a sustainable brand, there must be clear "rules of the game": protecting intellectual property rights, strictly enforcing copyright, standardizing quality standards, and transparent post-inspection mechanisms. Without copyright, there is no investment motivation; without standards, there is no trust; without trust, a brand cannot be built" - Mr. Son said.
