These figures show the enduring appeal of the most popular Vietnamese film of all time when distributed on multiple platforms, while affirming the ability to widely reach the public of the OTT release form, with the same effectiveness as traditional theatrical screening.
When historical cinema expands access space
With more than 8.1 million at-the- cinema audiences and a revenue of more than 700 billion VND, Red Rain has become the most popular film in the history of Vietnamese cinema to date. This success not only sets a box office record, but also shows the vitality of historical films if they are invested in a methodical way, told in modern cinematic language and approached the public's psychology correctly. In the context of a fiercely competitive film market, the reception for Red Rain clearly reflects the need to enjoy works with historical depth, humanistic values and national identity that are still strongly present in contemporary society.
However, Red Rain's journey did not end after leaving theaters. The continued broadcast of the film on the TV360 platform opens a new journey, where cinema is not limited by the number of seats or theatrical space, but continues to maintain its appeal in the digital environment, with the same number of viewers as the theatrical stage after only a short time.
Sharing from the viewer's perspective, Mr. Truong Van Thao - a veteran of Tay Ho ward (Hanoi) - said: "I am old so it is difficult to go to the cinema. Luckily, with Viettel network, we can download the TV360 app, and we can watch it anytime we want. It must be said that technology now meets the needs of life very well, especially for veterans like us".
From a commercial success, Red Rain continues to expand its exploitation life cycle, bringing historical values and gratitude to many audiences, including those who have few access to cinema through the medium of cinema.
Cinema comes into life, proactively finds audiences
When broadcast on TV360, Red Rain surpasses the limits of geography and enjoyment time. Through familiar devices in daily life, the film has the opportunity to reach each family, each individual of many different ages and circumstances. This release format helps cinema expand its reach to the public, while maintaining its spread even after the theatrical stage.
Notably, the journey of Red Rain does not stop at the digital platform. In parallel with OTT, the film continues to be watched at community points in many localities, from large cities such as Hanoi, Ho Chi Minh City, Hai Phong, Da Nang to mountainous and border areas. Here, Red Rain is received as a common cultural activity, where people follow and share historical memories in the community space.
From the border area, Captain Ly Nhan Duc - Deputy Political Commissar of Ban May Border Guard Station (Tuyen Quang) - expressed: "In a place with a distant border, we never thought we would have the opportunity to sit with the people to watch such a revolutionary heroic film. Being able to watch the film right at the unit gives us a very special feeling".
Through the network of thousands of community screening points jointly organized by Viettel, Red Rain continues to spread to many localities and is currently being expanded in 34 provinces and cities across the country. This approach shows that cinema is no longer the center of waiting for the audience to come, but proactively moves towards the community, becoming a means of connecting culture and history in daily life.
Cinema and the problem of fair access to culture
The Red Rain being broadcast on TV360 and deployed in parallel through community screening points sets up a remarkable perspective on fairness in cultural access. For many years, the cinema system has mainly focused on large cities, while people in remote areas have many limitations in accessing valuable cinematic works. practice from Red Rain shows that this problem lies not only in the content, but also in the distribution infrastructure and organization methods.
In that context, TV360 is not simply a digital entertainment platform, but is gradually taking on the role of digital cultural infrastructure, contributing to ensuring access to historical and spiritual values for all people, regardless of geographical space or economic conditions. The combination of OTT broadcasting with a wide network of community screening points shows the ability to connect technology, content and people in forming a common cultural space of the digital age.
A sustainable direction for cinema: Multi-platform
The Journey of Red Rain - from cinema to OTT and continuing to spread through community screening points sketches a comprehensive picture of the vitality of cinema when placed in a suitable distribution strategy. This is not only the success of a film, but also suggests a sustainable direction for Vietnamese cinema in the context of strong digital transformation.
In that journey, TV360 not only plays the role of a content distribution platform, but also a bridge to bring cinema closer to the Vietnamese people, from remote border areas to the heart of large cities. Therefore, Red Rain is not only a cinematic work, but also a testament to the ability to spread historical culture when placed in the right space, the right method and the right rhythm to reach the public.
