"Dao, Pho, and Piano" has unexpectedly become the hottest keyword currently, causing a box office "earthquake" as tickets are no longer easy to purchase. To address this situation and meet audience demand, the Beta Cinemas system, under Beta Group, quickly stepped in.
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The Beta Cinema system has officially announced that it will screen the movie "Dao, Pho, and Piano" at cinema locations in 11 provinces and cities, starting from February 22nd, with screenings in Hanoi beginning on the evening of February 21st.
According to an announcement from Beta Cinema, all movie tickets will be sold directly at the ticket counter for 50,000 VND for all screenings.
Creating a hot "fever" among the general audience and movie enthusiasts in particular, all information surrounding the film, director, actors, and which cinemas are showing it... have also become the "characters" most searched for and mentioned. Among them, Beta Cinemas - a cinema chain owned by Businessman/Shark Minh Beta (with 19 locations nationwide) and the first in the Vietnamese market to undertake non-profit distribution of "Dao, Pho, and Piano" - has also become the "center of public attention" and received the most positive interest in recent days.
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The appeal of the movie has caused website traffic, app downloads, and fan page engagement for the Beta Cinemas system to surge dramatically, showing no signs of cooling down. According to statistics from Apple's AppStore app store, all 3 ticket booking applications of the National Cinema Center, Beta Cinemas, and Cinestar have entered the top 5 most downloaded apps in the Entertainment category. Specifically, the Beta app of the Beta Cinemas chain is currently ranked No. 1 in the Entertainment category on the AppStore. This is also a welcome sign that a state-funded film and a Vietnamese history genre film are receiving the attention of a large audience.
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Why has "Dao, Pho and Piano" become so hot?
Mr. Bui Quang Minh shared: "It's clear that cinema is an art form of utmost importance and profound significance in the spiritual life of the community. The latest evidence is the appeal of the movie 'Dao, Pho, and Piano'; a very large audience wants to see this film. If we once thought that films about history and war would be difficult for audiences to access, then 'Dao, Pho, and Piano' has shown that seemingly dry topics can have an extremely powerful appeal because the film has a fresh approach, striking the hearts of national pride, national self-esteem, and the ardent patriotism of all Vietnamese people.”
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One of the reasons "Dao, Pho, and Piano" became a "fever" in the past week is the strong spread through social media. The Director of the Cinema Department, Vi Kien Thanh, also recognized that this is a quality work, rising to prominence thanks to positive dissemination on social media platforms.
Initially, the film was only screened 2-3 times per day, with about 100 viewers per screening. However, the number of people seeking to see the film suddenly surged. In the two days of February 19th and 20th, the number of screenings per day increased to 15, but tickets quickly sold out, with only seats close to the screen or on the fringes remaining.
A film about a war theme, commissioned by the State and only screened at one location, suddenly became a phenomenon on social media after a viral clip, creating a wave of strong interest in the community, especially among young people in Hanoi.
Today, young people often use social media as a search tool, so it is not surprising that short clips on platforms like TikTok, Facebook, and Instagram quickly become trends and strongly influence their behavior. For the film to spread so widely, it is partly thanks to reviews from young people passionate about history, who learned about the film and shared and spread it on social media.