Creation of Thai Films during the Pandemic Crisis


  • Sammiti Sukbunjhong College of Social Communication Innovation, Srinakharinwirot University


new normal Thai film; adaptation; creation; pandemic crisis


Background and objective (s): The coronavirus (COVID-19) outbreak in Thailand began in January 2020. The crisis had a profound impact on the creative community and the production of movies. Based on research entitled 'Thai Films in the New Normal Era: A Study of Adaptation and Thai Film Creation During the Pandemic Crisis', this paper aims 1) to study the adaptation of Thai films in the New Normal Era and 2) to study the creative format of Thai films in the New Normal Era.
Methodology: A qualitative research methodology was used along with in-depth interviews by selecting a specific sample and collecting data by means of interviews, information provided by key informants and descriptive analysis.
Main result: It was found that the adjustments in the work of Thai film producers and creators during the COVID-19 pandemic crisis were as follows: 1) a reduction of personnel and adjustment of the organizational structure to be smaller; 2) utilization of technology to work in new ways; 3) adaptation to situations in order to be ready for change, resolution of complex problems and creative solutions; 4) adaptation to be able to work in a variety of forms of entertainment; and 5) adaptation by creating additional careers, along with film work and financial planning for the future. The research found that during the pandemic crisis there were three types of movie creations: 1) 'streaming', 2) 'remote production' and 3)'virtual production'.

Relevance to Thai Studies: Thai cinema is a cultural heritage and an important social phenomenon. Studying the adaptation and creative style of Thai films during the pandemic crisis is a study of Thainess that can reflect changes in society and the way of living in Thailand through the creation of movies.
Conclusion: Similar to any other industry that needed to adapt during the pandemic crisis, the film industry is an industry within the wheel of capitalism driven mainly by consumption. The movie industry, therefore, needed to adapt to survive by seeking every available channel in order to reach consumers. The research reveals that the efforts of those involved in filmmaking in all sectors helped to brainstorm and to search for ways to allow Thai movies to exist in society. In some cases, adaptation turned crisis into opportunity and gave rise to a new way of film production. This is an important step in the change and development of Thai filmmakers who have to survive in the New Normal Era.


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How to Cite

Sukbunjhong, S. (2023). Creation of Thai Films during the Pandemic Crisis: . Journal of Thai Studies, 19(2), Article ID: e261536 (30 pages). Retrieved from



Research article