Tran Thanh remains the most commercially successful director in Vietnam’s box office history, with his films grossing a staggering 1,700 billion VND ($70 million) domestically.

However, despite their massive success at home, his movies have failed to make a significant impact internationally.

Currently, Tran Thanh’s four films - Dad, I’m Sorry (Bố già), The House of No Man (Nhà bà Nữ), Mai, and The Foursome (Bộ tứ báo thủ) - have outperformed all other Vietnamese filmmakers. Even Ly Hai, ranked second in total earnings, has only surpassed the 1,000 billion VND ($41 million) mark after seven installments of the Face Off (Lật mặt) series.

After dominating the domestic box office, Tran Thanh and his team have pursued international releases for their films. Most recently, The Foursome grossed over 300 billion VND ($12.3 million) in Vietnam before being launched in select theaters across the U.S.

How much do Tran Thanh’s films earn overseas?

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A scene from Dad, I’m Sorry (Bố già).

On his social media page, Tran Thanh recently announced that The Foursome will debut in U.S. theaters starting March 8.

The film will be screened in select cities and states, including Connecticut, Dallas, Southern California, and San Jose. To attract overseas audiences, Tran Thanh has also organized premiere events featuring Vietnamese artists.

The U.S. remains a lucrative market for Vietnamese films aiming for international exposure. Not only is it home to the world’s leading film industry, but it also boasts the largest overseas Vietnamese community, with over two million people.

Prior to The Foursome, Tran Thanh’s previous films - Dad, I’m Sorry, The House of No Man, and Mai - were also released internationally, primarily through distributors like 3388 Films and 815 Pictures.

In 2021, Dad, I’m Sorry set a record as the highest-grossing Vietnamese film overseas, earning $1.3 million over an eight-week run in North America. Initially, the film premiered in just 19 theaters, but demand eventually led to an expansion to nearly 50 locations.

Similarly, The House of No Man, released during the 2023 Lunar New Year season, earned over 400 billion VND ($16.4 million) domestically before expanding to international markets. In addition to the U.S., it was screened in Singapore, Australia, and New Zealand. In the U.S. alone, the film was shown in 66 theaters - an increase from Dad, I’m Sorry - and grossed over $500,000 in its first week.

With Mai, released in 2024, Tran Thanh took an even bolder approach by targeting multiple international markets, including the U.S., the UK, France, Germany, Norway, Slovakia, Poland, and the Czech Republic. The film performed slightly better than its predecessors, grossing $917,000 in its opening weekend across 154 North American theaters. In Europe, it earned an additional $133,000.

On March 26, 2024, Deadline reported that Mai had surpassed $1 million in total overseas revenue within its first week. Just one week later, Tran Thanh announced that the film had reached $2 million - setting a new record for the highest international box office earnings of any Vietnamese film at the time.

International earnings remain a fraction of domestic box office success

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A scene from The House of No Man.

Despite their impressive domestic numbers, Tran Thanh’s films have struggled to gain widespread traction internationally. Combined, his three previous movies - Dad, I’m Sorry, The House of No Man, and Mai - have earned between $4.5 million and $5 million globally.

For comparison:

Dad, I’m Sorry grossed $1.3 million overseas, just 10% of its domestic earnings.

The international box office total for The House of No Man has not been disclosed but is estimated to be between $1.5 million and $2 million.

Mai, despite setting a new record with $2 million in overseas revenue, still only accounted for about 9% of its domestic earnings.

A box office giant in Vietnam, but underwhelming abroad?

While Tran Thanh’s films easily generate hundreds of billions of VND in Vietnam, they have struggled to replicate this success abroad. Several factors contribute to this disparity, including cultural differences, audience preferences, limited screening opportunities, marketing challenges, and competition from Hollywood and other international films.

Tran Thanh has a keen understanding of Vietnamese audiences, often focusing on highly relatable themes of family and social issues. His ability to integrate trending topics, viral catchphrases, and celebrity cameos has made his films highly marketable in Vietnam. However, these same elements often fail to resonate with international viewers due to cultural and linguistic barriers.

Additionally, Vietnamese films face distribution challenges overseas. Even though Tran Thanh is a household name in Vietnam, he has yet to establish significant recognition in the global film industry. As a result, his films struggle to secure favorable screening schedules and compete with high-budget Hollywood blockbusters.

Critically, Vietnamese films have also received mixed reviews abroad. For example:

Dad, I’m Sorry was praised for its family themes but criticized for its uneven tone. Variety described it as “exaggerated and chaotic,” while Rotten Tomatoes gave it a low critic score of 29%.

The House of No Man faced criticism for its inconsistent script. Asian Movie Pulse noted that Tran Thanh’s storytelling lacked depth, with overly dramatic and clichéd dialogue.

Mai received some positive feedback for its improved storytelling but was still criticized for its exaggerated character portrayals and reliance on extreme plot devices.

Moreover, international audiences expect films to be innovative and thought-provoking. While Vietnamese films are tailored to local tastes, they often lack the depth and universal appeal needed to break into the global market.

Challenges in international distribution

The struggle of Vietnamese films in foreign markets is not unique to Tran Thanh’s works. Even highly successful Chinese films face similar challenges.

For example, Ne Zha 2, which grossed billions in China, struggled to gain traction in North America.

Despite its domestic success, it received limited screenings and unfavorable time slots, leading to a modest $8 million opening weekend.

This underscores a broader challenge for Asian films attempting to break into Western markets. Without strong branding, strategic marketing, and global storytelling appeal, even top-grossing films may struggle to succeed beyond their home countries.

Tran Thanh was born in 1987, in Ho Chi Minh City, Vietnam. He is a multi-talented artist known for his work as a comedian, actor, television host, and film director.

He gained popularity in 2006 after placing third in the "TV Presenter" competition. He became a well-known host for shows like Thank God You’re Here!, The Mysterious Person, and Vietnamese Rap.

He starred in hit films like My Girlfriend Is The Boss (2019) and Dad, I'm Sorry (2021). The latter, which he co-directed, became one of Vietnam’s highest-grossing films.

He has been a judge on various TV shows and has done voice acting for animated films. Tran Thanh is one of the most recognized figures in Vietnamese entertainment.

Znews