Author Information
Pattaranun Waitayasin, Srinakharinwirot University, ThailandPimparnthong Sriwutichan, Srinakharinwirot University, Thailand
Sirapop Hanvanich, Srinakharinwirot University, Thailand
Anajak Chaiyadej, Srinakharinwirot University, Thailand
Nataporn Mangklasaranee, Srinakharinwirot University, Thailand
Thitivut Phattarasupree, Srinakharinwirot University, Thailand
Abstract
This creative research project examined strategies for developing and presenting Thai independent documentary films to Generation Z audiences (born 2000–2010) through the design and execution of a film festival, “Have You Seen Documentary Film Festival” (HYSDFF), held at Cinema Oasis in Bangkok between December 2025 and April 2026. Grounded in the concept of a transmedia exhibition, the researchers curated four Thai independent documentaries—Somboon (2014), School Town King (2020), Boundary (2013), and Scala (2022)—under the unifying theme “Scenes of Silences,” and designed a set of interactive activities, including an exhibition board, a community whiteboard, a zine-making workshop, and two panel discussions, intended to transform attendees from passive viewers into active participants. Data were collected through in-depth interviews with festival attendees and a structured questionnaire completed by 73 respondents. Findings indicate that the festival attracted a substantial proportion of first-time viewers of Thai independent documentaries (26 of 73 respondents) and generated consistently high satisfaction across all festival components (M = 4.67–4.89 on a five-point scale). Attendees reported markedly more positive attitudes toward Thai independent documentary film following the festival, particularly regarding its perceived social value. Instagram and word-of-mouth communication emerged as the most influential channels shaping audience awareness. However, the study also identified a substantial gap between advance seat reservations and actual attendance (50 percent), pointing to the need for stronger commitment mechanisms in future festival design. Overall, the findings suggest that integrating conventional screening formats with participatory, transmedia-based experience design constitutes a viable strategy for expanding the reach of Thai independent documentary film among Generation Z audiences and for advancing the broader visibility of the genre within Thai society.
Paper Information
Conference: PCAH2026Stream: Arts - Media Arts Practices: Television
This paper is part of the PCAH2026 Conference Proceedings (View)
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