Abstract:
The objectives of this research are to study the administrative strategies of 5 Thai film production companies and to search for the key success factors of 5 top grossing films of these companies. This is a qualitative research, using the theories of persuasive communication and marketing concepts as conceptual framework for this study and analysis.The findings of this research are as follows. All 5 production companies have their own strategies in film production which vary according to their goals. The factors affecting the financial success of all 5 top grossing films are 1) the factors at the time of film release. For example, Thailand encountered a major economic crisis back in 1997. Hence, the government launched a campaign for sustainable economy. This resulted in a concerted effort by Thai people to live a simple, down-to-earth lifestyle and a nostalgic recall of the past that was so impressive and memorable. 2) the creation of a stream of new values for everyone to cherish. For example, the concept of nationalism and the famous Boonlert the buffalo following the release of the film Bang Rajan (2000); the screen appearance in group of 4 leading comedians and the use of gags in the movie trailers of Muepuen/Loke/Pra/Chan (2001); the phenomenon of nostalgia in the film Fan Chan (2003); the role of Buddhist monk played by well-known comedian Teng Terdterng in the film Luang Pee Teng (2005) and finally, the sudden rise to fame of Panom Yeerum, the martial arts screen actor in Toom Yum Kung (2005). Other factors include the marketing strategies using integrated media and related channels, the internal factors (the production of comedy and action films, the two most favorite genres of all times) and the external factors (marketing strategies using movie trailers to stimulate the utmost interest of the film audience).