Thailand Film and Tourist Officials on the Rise of Thai Cinema, Global Productions and the Impact of ‘The White Lotus’

Following a spike in popularity for Thailand’s film and TV industry, the country’s filmmakers and tourism officials want to make sure it lasts.

Nithee Seeprae, Cod Satrusayang, Raymond Phathanavirangoon and Banjong Pisanthanakun joined Variety at the Toronto International Film Festival to discuss Thailand’s growing presence in the global film industry, both in the original work of Thai filmmakers and the influx of international productions shooting across the country.

Pisanthanakun, whose latest film “Inherit” debuted at TIFF, is one of the filmmakers helping to introduce Thai cinema to audiences around the globe. “It’s one of the best film festivals in the world, and I’m so excited that my film got the chance to premiere [at TIFF],” Pisanthanakun said during the Variety Global Conversation. “It’s a big opportunity for Thai horror.”

Pisanthanakun is considered one of the defining voices of contemporary Thai cinema, with his film “Pee Mak” as the country’s highest-grossing title of all time. Pisanthanakun’s movies, plus films like “How to Make Millions Before Grandma Dies,” have further established the country’s presence in the international film industry. The latter became the first Thai film shortlisted at the Oscars for Best International Film.

Phathanavirangoon, the producer and founder of the SEAFIC Script Lab, says he’s noticed a new energy among Thai filmmakers, pointing to the rise of international productions coming to Thailand, such as “The Creator” and “Jurassic World: Rebirth,” as well as the country’s homegrown films.

“Both sides go hand-in-hand to show people what Thailand actually has to offer, especially in terms of cinema,” Phathanavirangoon said.

The panelists also discussed the impact of “The White Lotus,” which filmed its third season in Thailand. Satrusayang, the head of studio at TSixtySix, worked on the hit HBO series and says creator Mike White was deeply immersed in Thai culture and intended for it to serve as a love letter to the country. The season featured Thai actors and traditional dances, food and locations, all of which helped introduce viewers to different aspects of the country’s culture.

After the island Koh Samui appeared in “The White Lotus,” online interest in the location spiked 88%, and the island’s hotel reservations increased by 44%. This increased visibility has also contributed to the rise of “set-jetting,” with audiences seeking out destinations they’ve seen on screen. The Tourism Authority of Thailand (TAT) launched a new campaign, “Amazing Locations: From Scene to Scenic,” to capitalize on that interest and connect the country’s growing prominence as a filming destination with tourism.

“We try to promote both sides,” Seeprae, the deputy governor of TAT explained. “I hope when audiences see a Thai movie or a movie shooting in Thailand, they will follow the movie to Thailand. And of course, also, the ‘Scene to Scenic’ [campaign] tries to encourage all the producers to shoot in Thailand too.”

International productions continue to travel to Thailand for filming, with more than 383 productions coming to Thailand this year alone, says Seeprae, the deputy governor of TAT. Revenue income has increased by about 5% to 10%, nearing about 6 million Baht last year. The country has also seen a 5% to 10% increase in productions shooting in Thailand over the past year.

Revenue has continued to grow, and the influx of projects has created additional employment opportunities for Thai crews. The booming business and government support are key to the industry’s success, but Phathanavirangoon notes that Thai crews can movie magic no matter how much can afford to spend.

“At every single price point, there’s something there for you to shoot and there’s something there for you,” he said. “There’s a team there that’s ready to support you.”

Thailand has notably been used to portray locations across Asia and has served as a backdrop for projects including “The Creator,” “Jurassic World” and “Star Wars.” With the growing success of Thai films and the country’s increased visibility on screen, filmmakers hope international audiences will continue engaging with Thai stories and culture rather than simply seeing Thailand as a stand-in for other locations.

“The next step in the evolution of that is to make sure that the Thai side of the deal — the creators and the artists in Thailand — carry that forward by making Thai culture and Thai content appealing to an international audience so that the momentum doesn’t stop,” Satrusayang said.

Satrusayang’s company works on international productions filming in Thailand. With the growth of the country’s local film industry, he recently launched a separate company focused on local-language content and empowering young Thai filmmakers. As Pisanthanakun sees it, “continuity” is the key to Thai cinema’s evolution.

“Right now, it’s more and more genres that can travel, but in one year, only a few films can do that,” said Pisanthanakun, who also produces projects from up-and-coming talents. “I need more than that so people can see Thai films and Thai locations more than this.”

Phathanavirangoon concurred: “If we do our job right, the future will be very bright because there are a lot of talents in Thailand, and we want to promote them and help them to show the country in the future.”