The family drama hit the milestone on May 27 after 13 days on release through Indonesian distributor Falcon Pictures. It is now the biggest Thai film, surpassing Thai-Korean horror ’s 700,000 admissions in 2021, and the second biggest Asian film in Indonesia, only after Korean supernatural thriller , which scored 2.6 million admissions earlier this year.
Given the momentum, Falcon is optimistic that will overtake and set further records. The film received 303 screenings when it opened on May 15, which recorded nearly 90% occupancy. This, along with instant word-of-mouth, sparked a wide expansion and the feature was given 3,514 screenings on May 27, accounting for 35.
8% of daily showing – the most for any title on release. Major cinema chains including Cinema XXI, CGV and Cinepolis are programming the Thai film. “It’s a phenomenal case with strong buzz,” said Frederica of Falcon Pictures.
“Viewers have changed substantially post-Covid. They’re looking for value for money. Pre-promotion and creating buzz is very important, with lots and lots of videos.
We filmed beautiful memories with influencers, cinephiles, celebrities and general audiences after screenings.” Frederica explained that Indonesian cinema is getting stronger, but the local box office is primarily dominated by horror titles, which makes the success of this family drama even more exceptional. Recent local horror hits include , which almost hit 10 million admissions in 2022, its prequel Badarawuhi D.