This research pursued two objectives 1) to identify approaches for developing and presenting Thai independent documentary films to younger audiences, 2) to examine the public relations and marketing communication strategies employed through festival organization. Thai independent documentary films currently remain confined to a niche community of enthusiasts and industry insiders, with limited reach beyond the independent film circle. A qualitative methodology was employed, utilizing in-depth interviews with nine key informants such as Thai independent documentary film directors, cinema operator network representatives, and film academics. The findings indicate that an effective festival should prioritize content featuring individuals, locations, and narratives unlikely to be encountered in everyday life, alongside interactive pre- and post-screening activities to cultivate meaningful audience engagement. Three marketing communication factors contributed significantly to achieving fully booked screenings 1) the strategic placement of promotional posters at Micro Cinema venues, where independent film audiences already congregate, 2) the mobilization of prominent figures within the Thai independent documentary community to amplify event visibility through social media and 3) the utilization of Facebook fan pages with followings among both young Thai and international viewers. Collectively, these strategies led to the festival's success in reaching full audience capacity at every screening.

Authors:
Pattaranun Waitayasin, Srinakharinwirot University, Thailand
Pimparnthong Sriwutichan, Srinakharinwirot University, Thailand
Sirapop Hanvanich, Srinakharinwirot University, Thailand
Anajak Chaiyadej, Srinakharinwirot University, Thailand
Nataporn Mangklasaranee, Srinakharinwirot University, Thailand
Thitivut Phattarasupree, Srinakharinwirot University, Thailand

About the Presenter(s)
Dr. Pattaranun Waitayasin is a Lecturer, Acting and Directing for Cinema Major, Cinema and Digital media Department, College of Social Communication and Innovation at Srinakharinwirot University.

See this presentation on the full schedule – Thursday Schedule

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