Resolution 80 on the development of Vietnamese culture has the target of forming 5 - 10 national brands in the cultural industry, such as: Cinema, performing arts, cultural tourism, design and fashion... So, is there currently a set of criteria for evaluating "National Brands" in this field, Director?
- Currently, Vietnam is implementing the Vietnam National Brand Program for the period 2020 - 2030 approved by the Prime Minister, along with the system of criteria issued by the Ministry of Industry and Trade.
However, for the film industry, there is currently no separate, complete and official set of criteria to evaluate the "National Brand" as an independent standard.
In practice, the identification and evaluation of the "national brand" in cinema today is mainly referenced and integrated from many different sets of criteria, including the criteria of the Vietnam National Brand Program; socio-economic efficiency indicators; cultural spread level; professional reputation as well as international recognition through film festivals, awards, markets and the public.
However, these criteria have not been systematized into a unified and specialized evaluation framework for the film industry.
What are the plans of the Department of Cinema when cinema needs a national brand but there are no selection criteria yet?
- From the perspective of state management, the Department of Cinema clearly recognizes that the requirements set out in Resolution 80 are not only aimed at creating a few "outstanding products", but also towards forming works, brands and a cinematic ecosystem capable of representing the image, cultural values and creative capacity of Vietnam in the international arena.
On that basis, in the coming time, the Department of Cinema, Ministry of Culture, Sports and Tourism will proactively coordinate with relevant units to study the framework of criteria for evaluating "National Brand" in the field of cinema, ensuring that it is both consistent with the general orientation of the National Brand Program, and accurately reflects the characteristics of cinema, both creative, industrial, and has a widespread cultural spread.
Is this a delay compared to the development speed of the cultural industry in recent years, according to the director's assessment?
- This is not necessarily a subjective delay, but reflects the specific nature of state management in the creative field, where each policy needs to be carefully considered to avoid imposition, avoid formality and ensure feasibility when implemented.
For cinema and fine arts, building the "national brand" criteria is not only related to the quality of the work, but also associated with the market, the public, cultural values, international prestige and the accompanying creative ecosystem.
From the perspective of the Department of Cinema, we believe that the important thing now is not fast or slow, but right and accurate.
A set of criteria if issued too early, when there is not enough practical basis and consensus from experts, it is very easy to become formal, even creating a psychology of hesitation in the artist team.
Conversely, when the market has had clearer signals, Vietnamese film products are increasingly gaining a foothold domestically and internationally, then building criteria will have a solid foundation and higher persuasiveness.
In the coming time, along with continuing to research and complete the criteria framework, the Department of Cinema also determines that strengthening exchange, dialogue and policy communication with artists, producers and creative entities is a necessary requirement. The goal is not only to "have criteria", but also to have those criteria properly understood, agreed upon and truly become a driving force to encourage creativity.
Cinema is a special industry, according to the director, what criteria should be set if choosing a national brand in this field?
- The viewpoint of the Cinema Department is that the development of criteria should be in a comprehensive, flexible and in-depth direction, thereby fully reflecting both artistic value, industrial elements, and cultural spread.
National brand cinematographic works need to express humanistic, historical, cultural values and images of Vietnamese people in a modern, attractive and internationally accepted manner, thereby contributing to promoting the national image.
In addition, artistic quality and creativity are core factors. This criterion is reflected in script, cinematic language, storytelling, acting, directing and technical level, ensuring that the work has its own identity, is not copied, does not follow short-term trends, and at the same time has the ability to create an impression in cinematic life.
Next, social effectiveness and spread need to be considered appropriately. A nationally branded film work is not only evaluated through revenue, but also in terms of public access, positive impact on social awareness, the ability to create cultural dialogue and long-term impact in the spiritual life of the community.
Along with that, the level of recognition and international prestige is an important criterion in the context of integration. Participation and high appreciation at film festivals, awards, film markets, and international markets is proof of the competitiveness and position of Vietnamese cinema in the international arena.
