Despite public backlash and quality concerns, the Vietnamese horror movie Âm dương lộ (Ghost Line) shocked audiences and industry insiders alike by topping the domestic box office last weekend - thanks in part to a viral marketing stunt involving an ambulance.

Ambulance gimmick turns heads, and profits

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A scene from Âm dương lộ (Ghost Line). Photo: NSX

Released during a relatively quiet period at the box office, Âm dương lộ had little competition, helping it rake in VND 15 billion (approximately USD 607,000) in its first official three-day weekend.

Including early screenings, the film has earned VND 19 billion (around USD 769,000), according to Box Office Vietnam. Though modest for a Vietnamese feature, it was enough to secure the number one spot.

The movie generated heated debate after its cast arrived at the premiere in an actual ambulance - a marketing tactic slammed as insensitive and excessive. Critics also questioned the film’s production quality and storytelling, but the attention seemed to only fuel ticket sales.

Fellow horror film Quỷ nhập tràng lags behind

Coming in second over the weekend was Quỷ nhập tràng (Possessed), which earned just VND 3.6 billion (USD 146,000) over the same period - less than a quarter of Âm dương lộ's earnings. Still, Quỷ nhập tràng remains one of the top-grossing Vietnamese films of the year, closing in on a massive VND 150 billion (USD 6.07 million) total since release.

Disney’s live-action Snow White struggles in Vietnam

 

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Scene from Disney’s Snow White. Photo: Disney

 

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Địa đạo, directed by Bùi Thạc Chuyên, hits theaters on April 4. Photo: Production team

Meanwhile, Disney’s big-budget Snow White remake, reportedly produced with a staggering budget of VND 6,000 billion (around USD 243 million), flopped with Vietnamese audiences. The film grossed just VND 1.7 billion (USD 69,000) last weekend, bringing its total to a mere VND 8.4 billion (USD 340,000) after ten days.

Other titles trail far behind

South Korean film Killing Romance ranked fourth, earning VND 1.3 billion (USD 52,000) over the weekend and bringing its 10-day total to VND 6.6 billion (USD 267,000). Hollywood action thriller The Abyss continued its steady run, earning nearly VND 1.3 billion as well. Its cumulative earnings in Vietnam now stand at VND 33 billion (USD 1.34 million).

All eyes on Địa đạo, hitting cinemas this weekend

The Vietnamese box office may soon see a shake-up as Địa đạo (The Tunnels), a historical epic directed by acclaimed filmmaker Bui Thac Chuyen, is set to premiere nationwide on April 4.

Huyen My