Industry executives at the JAFF Market discussed challenges in China's theatrical audience and growth in Vietnam's market, while Indonesia's box office shows volatility despite hits. Panels emphasized the need for quality production and sustainable strategies amid competition from short-form content. Key insights came from leaders in China, Vietnam, Indonesia, and Japan.
China and Vietnam Market Insights
At a JAFF Market panel moderated by Lorna Tee in partnership with APROFI, Eric Lin of Alibaba's Damai Entertainment noted China's loss of young moviegoers, with under-24 audiences dropping to 15% from 38% pre-pandemic. "We're losing half of them in five or six years," Lin said, as the core audience shifts to ages 30-49. Despite successes like "Ne Zha 2" earning over $2 billion, microdramas pose competition. In Vietnam, Phong Duong of Mockingbird Pictures highlighted the market's rise, with local film "Red Rain" grossing more than $27 million, the highest ever.
Indonesia's Box Office Volatility
A separate panel, "Expert Witnesses: Indonesia’s Box Office Transformation," featured Angga Dwimas Sasongko of Visinema, who discussed 2025 fluctuations. Visinema's animated "Jumbo" achieved nearly 11 million admissions, the all-time box office leader, but other months saw sales below 3 million. "We always succeed when we try to be different," Sasongko said, advocating a cap of 160 films annually to combat oversaturation. Producer Todd Brown pointed to under-screening and low ticket prices under $3, compared to Thailand's $8-plus, alongside a dubbing ban and 50-50 revenue shares enabling direct distribution.
Broader Asian Perspectives
Nelson Mok of Mokster Films shared how films like "How To Make a Million Before Grandma Dies" and the Taiwanese "More Than Blue" were initially rejected for not fitting commercial molds. Shiori Takata of Toei noted Japan's animation dominance at 80-90%, prompting 2023 international production launches targeting Southeast Asia with $1-2.5 million budgets. Panelists across discussions stressed high production quality to attract global buyers, with Indonesia's local films holding over 65% box office share.