Right from the project promotion, Tran Thanh has repeatedly mentioned the expectation that the movie "Thỏ ơi!!" will surpass the box office record he set with "Mai". With a revenue of 551 billion VND, "Mai" is still the highest-grossing Vietnamese movie he has directed.
Tran Thanh's ambition was once considered well-founded when "Thỏ ơi!!" opened quite impressively during Tet 2026. According to data from Box Office Vietnam, after only one week in theaters, the film grossed more than 250 billion VND - a remarkable figure for the domestic film market. Currently, the film is stopping at 434 billion VND (as of the morning of March 9).
However, the gap between 434 billion VND and the milestone of 551 billion VND is still quite far. This means that the film needs more than 100 billion VND to break "Mai"'s record. In the context of the post-Tet film market gradually cooling down, this task is not simple at all.
In fact, the success of "Mai" comes not only from the initial explosion but also from the ability to maintain stable revenue for many weeks after Tet. The film creates a strong spreading effect thanks to its emotional love story, easily accessible to a large audience. This factor helps the work maintain its box office momentum and reach the milestone of over 551 billion VND.
Meanwhile, "Thỏ ơi!!" faces many other challenges. The Tet movie market in 2026 has a higher level of competition when many Vietnamese and foreign films are released in theaters, causing screenings to be significantly shared. When ticket sales decrease, theaters often adjust screening schedules, leading to revenue impacts.
In addition, the fact that the film is labeled 18+ also somewhat limits the potential audience. Tet is usually a time when audiences go to see movies in family groups, so movies that can reach many ages often have a greater advantage in revenue.
According to box office figures in the past week, the revenue of "Thỏ ơi!!" has begun to slow down. On weekends, the film only earns about 5 billion VND per day, while on weekdays it fluctuates around 2 - 3 billion VND. Meanwhile, the new movie "Tai" by My Tam and Mai Tai Phen quickly attracted attention, reaching more than 50 billion VND in just a few days of release.
In addition, the March market is also preparing to welcome more new works, making the competition at the box office even fiercer such as BUS, Devil Enters the Chamber 2 and Hollywood blockbusters. This makes it increasingly difficult for "Thỏ ơi!!" to surpass the revenue milestone of "Mai".
However, Tran Thanh is still making efforts to promote the movie. After temporarily stopping giao luu activities, he and the cast returned to go on a cine tour to meet the audience. At the present time, the more realistic goal that the male director can achieve is to surpass the revenue of "Nha ba Nu" - a movie that once reached about 475 billion VND.
