Creative Content Strategy of Thai Films Industry Increasing Economic Growth in COVID-19 Pandemic Situation


This research aimed to investigate the factors that influence audiences' decisions to watch Thai films and examined the tactics, strategies, and economic value creation processes of the Thai film industry. The researcher studied the overview of content creation strategies in the film industry and the revenue of Thai films related to the economic values’ creation using sample groups selected using a simple random sampling method and comprising the basic information of Thai films originally released in 2019-2020. The findings were as follows:
1.The most influential aspect of content strategy on the decision to watch Thai films was the use of engaging narrative techniques (mean = 4.05, SD = 0.80). There were additional factors that convinced audiences to watch a film, such as captivating characters, unconventional screenplay structures and unusual image presentations that were impossible to encounter in daily life or were related to tourism.
2.The content strategy of Thai films had impacted on economic value creation in terms of promoting tourism (mean = 4.05, standard deviation = 0.85).
3.The situation of Thai films during 2019–2020 (including the Covid-19 pandemic) revealed that the content strategy of Thai films was crucial for the stimulation and recovery of the Thai film industry (mean = 4.05, standard deviation = 0.91). In addition, contemporary Thai films have had to adapt to the Covid-19 pandemic and the current trends of Thai films affected by digital media, as of dramas, series etc. Consequently, entrepreneurs and film producers must keep up with the situation and adaptations.

Author Information
Pattaranun Waitayasin, Srinakharinwirot University, Thailand

Paper Information
Conference: KAMC2023
Stream: Communication

This paper is part of the KAMC2023 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window

To cite this article:
Waitayasin P. (2023) Creative Content Strategy of Thai Films Industry Increasing Economic Growth in COVID-19 Pandemic Situation ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2023: Official Conference Proceedings
To link to this article:

Comments & Feedback

Place a comment using your LinkedIn profile


Share on activity feed

Powered by WP LinkPress

Share this Research

Posted by James Alexander Gordon