Thailand’s film industry is experiencing a remarkable resurgence. With a series of local blockbusters, increasing international recognition, and a new government-backed film fund, Thai cinema is capturing both hearts and headlines.

Local Films Lead the Box Office

In 2024, Thai films claimed an unprecedented 54% share of the domestic box office, surpassing Hollywood productions. Out of 326 films released, 54 were Thai titles, and eight of them grossed over $3 million. This marks a historic shift in audience preference, signaling strong support for local storytelling.

Recent box office hits include:

• The Undertaker – a supernatural comedy in the Isan dialect, grossing $23 million.
• Death Whisperer – a horror success with $15.2 million in 2023.
• Death Whisperer 2 – setting a new record in 2024 with $24.7 million.
• How To Make Millions Before Grandma Dies – a heartfelt drama that made $10 million domestically and gained global acclaim.

Production Powerhouses and Strategic Partnerships

M Studio, a leading force in the industry, became Thailand’s top distributor for two consecutive years, thanks to titles like Death Whisperer, My Boo, and Hor Taew Tak: The Return. The company, now the film arm of Major Cineplex, is expanding its slate to 20 films this year, collaborating with major media partners such as Channel 3, Channel 7, and Workpoint.

Upcoming releases include:

• Death Whisperer 3 (October 2024)
• The Last Shot – an action drama
• Ghost Board – a horror adventure

Meanwhile, 13 Studio, a new player founded by veteran producer Tanapol Thanarungrot, is focusing on horror films to attract younger audiences. CEO Taweewat Wantha, known for directing Death Whisperer, will lead the studio’s fresh direction. Their upcoming horror film Attack 13 is scheduled for a summer release—breaking the norm by competing with Hollywood blockbusters.

Storytelling That Transcends Borders

What sets Thai films apart is their emotional authenticity and cultural resonance. Simplicity in narrative and depth in emotion continue to connect with audiences globally. A prime example is How To Make Millions Before Grandma Dies, which not only touched hearts at home but also became the first Thai film shortlisted for the international feature Oscar, with worldwide earnings of $55 million and remake rights acquired by Miramax.

According to industry insiders, international revenue has become increasingly critical, with foreign sales often exceeding domestic performance. Feedback from international markets is now shaping the future of Thai film production.

Government Support Brings New Momentum

The Thai Creative Culture Agency (THACCA) has launched a groundbreaking $6.6 million film fund, providing grants to 86 projects—including films, series, documentaries, and animations. This is the first major public film grant since 2010 and is expected to bolster both commercial and festival-targeted projects.

Notable projects supported include:

• The Thonglor Kids by Aditya Assarat
• A Useful Ghost by Ratchapoom Boonbunchachoke – the first Thai film at Cannes Critics’ Week since 2015

Commercial titles receiving funding include:

• Onethong
• Tharae: The Exorcist
• Undertaker 2
• Omukade

Challenges and the Road Ahead

Despite the positive developments, concerns remain over policy continuity. A change in government could potentially impact the future of the THACCA fund, which has become a crucial support system for the industry.

Thailand’s genre exports, particularly horror, are thriving across Southeast Asia—with strong markets in Vietnam, Cambodia, and Laos. However, breaking into regions like Japan, South Korea, China, and Western Europe remains difficult, with sales limited to niche distributors.

2025 has started more slowly at the box office, with only one film—GDH 559’s The Red Envelope—surpassing $3 million in earnings so far. Still, the momentum of the past two years offers hope for sustained growth.

A New Era for Thai Cinema

Thailand’s film industry stands at a promising crossroads. With creative storytelling, rising global appeal, and strong domestic support, the nation’s filmmakers are redefining what Thai cinema can achieve—both at home and on the world stage.