Through its first two editions, the Da Nang Asian Film Festival (DANAFF) has proven to be a promising signal for the city to further expand its potential in the cultural economy. However, there is still a long journey ahead to unlock the possibilities of continental-scale events like DANAFF, as cinema remains a "hidden gem" in Da Nang's cultural landscape.

* Director Doan Hong Le, Vietnam Television Center in the Central - Central Highlands Region (VTV8): DANAFF shows that culture is being invested in

I have attended many international film festivals in major European cities. Observing how people flock to watch films there has been inspiring: tickets are distributed only two hours before screenings, and for films shown in privately rented theaters, audiences often have to purchase tickets to cover the rental costs—yet they still queue for long lines to buy them. Films start exactly on time, and if you arrive a few minutes late, there’s no chance of getting in because the doors close as soon as the screen lights up. This reflects not only a film-watching culture in countries with established cinema traditions but also a profound respect for cinematic works and the filmmakers behind them.

I have also attended the Yogyakarta Film Festival in Indonesia. It’s held in a small city on an island, yet it boasts a vibrant community of young filmmakers. Watching their experimental films, I could see that creativity is encouraged to the fullest extent. The audience shows great respect, and post-screening discussions with directors are always lively. The moderators who bridge the conversation between the audience and directors are often filmmakers themselves, making these interactions highly engaging and insightful. Building a community that shares a passion for cinema is incredibly important. Such love for film from the audience serves as a powerful source of inspiration for filmmakers.

In recent years, I’ve been delighted to see young filmmakers emerging in Da Nang, organizing small cinematic gatherings. They need support and encouragement to grow into a vibrant, open, and creative film community. DANAFF serves as a platform where filmmakers can connect with audiences and reunite with peers. Filmmakers greatly benefit from a community that shares their passion for cinema. Film festivals provide an excellent environment for professionals in this field, when they offer opportunities to watch new films, stay updated on global and regional cinematic trends, and share ongoing projects. The city needs events like this to showcase that culture is being invested in and nurtured.

* Journalist Tran Tuan, Head of Tien Phong Newspaper Office in Da Nang: The organizing committee needs to consider communication at a more in-depth level

Cinema is one of the cultural industry products that is gaining significant global attention, delivering substantial benefits—not just economically but also in promoting the image of a city or country. DANAFF provides an excellent opportunity for media and press to engage directly, learn from, and integrate with advanced cinematic traditions in the region and the world. Many places and countries have become globally recognized and beloved destinations thanks to the cinematic images presented on the big screen. Until now, Da Nang has been known for its scenic landscapes, famous tourist attractions, and the hospitality of its people. Now, we have a vast, untapped potential to explore—leveraging film as a promotional channel.

Da Nang currently hosts more than 100 central and local media outlets across various types of communication channels. This provides favorable conditions for DANAFF to reach readers and audiences both domestically and internationally. Over the past two editions of DANAFF, I’ve observed that the organizers have placed significant emphasis on and been meticulous with media outreach efforts. However, the festival still lacks the presence of dedicated film critics. Most of the coverage has been limited to reflective or event-reporting articles. The authors are primarily general cultural and artistic journalists who lack specialized expertise in cinema.

Therefore, in the long journey ahead for DANAFF, I believe the organizers should consider communication at a more in-depth level. It would be beneficial to invite film critics from both Vietnam and abroad to attend, and even to include a renowned international film critic as a jury member for a specific award category. Additionally, the festival could explore collaborating with prominent global media teams specializing in cinema to provide communication support for the event.

The path forward is still lengthy, but I believe this approach is timely, appropriate, and forward-thinking. Developing the film industry will significantly contribute to promoting Da Nang's unique brands, from its people, land, and history to its tourism, cuisine, entertainment culture, and education.

* Kinh Quoc, Screenwriter and Young Film Critic: Investing in the future of Vietnamese cinema

I believe that for DANAFF to develop into a true model film festival, future editions should focus more on independent and young filmmakers through project markets or awards for outstanding short films. Young people are the future not only of cinema but also of every other field. Investing in young filmmakers is an investment in the future of Vietnamese cinema.

I have never attended prestigious international film festivals abroad, so I cannot definitively state what constitutes a true cinematic city. However, I am certain of one thing: to achieve that status, Da Nang must first become a place where filmmakers (including those involved in commercial productions like advertisements), directors, and actors can live and thrive.

For this to happen, Da Nang needs to develop professional, spacious film studios equipped with comprehensive machinery and specialized equipment. Additionally, the city should attract investors and production companies to establish branches and studios in Da Nang, providing more location options for those working in the film and creative industries. Once Da Nang has established itself as a reputable filmmaking destination, we can then consider founding institutions dedicated to film education and training.

Da Nang remains a hidden gem in the film industry. Not only is it stunningly beautiful, but it also embodies the free-spirited essence of art. As a result, Da Nang has the potential to become an ideal nurturing ground for young artistic talents.

* Screenwriter Tra Xuan Phuong, President of the Da Nang Cinema Association: A vision for becoming a city of cinema

With the successful organization of DANAFF twice, Da Nang is gradually leveraging its strengths as an ideal setting for a tourism city. Its breathtaking landscapes, central location near many heritage sites, friendly people, and excellent infrastructure make it a prime destination to attract renowned filmmakers, high-quality cinematic works, and captivating film industry personalities. We have every right to envision and aspire to a future where Da Nang becomes a true city of cinema.

However, Da Nang should not merely be a venue for hosting film festivals; it must also develop a comprehensive cinematic ecosystem. This includes studios, cinema systems, skilled human resources, supporting services, and film production companies. The key lies in leveraging Da Nang’s advantage as a stunning natural film set, showcased through already-produced films, to attract more film crews. Additionally, the city needs to focus on recruiting and training filmmaking professionals to meet industry standards, ensuring internationally competitive services. Collaboration between local authorities, industries, and businesses is essential to establish a robust supply chain that provides optimal conditions for filmmakers.

The city needs to create more opportunities for young filmmakers within the community while implementing policies to attract talent. It should foster a pool of cinematic professionals not only through workshops like Nurturing Talent within the framework of the film festival but also by collaborating with film schools to develop a high-quality, professional workforce across various roles: screenwriters, cinematographers, actors, sound engineers, lighting technicians, and editors. Currently, Da Nang lacks specialized training institutions for film, and its limited film market has yet to attract quality human resources for cinematic activities.

Da Nang must also implement measures to support, encourage, and facilitate artistic creativity for the existing film workforce residing and working within the city.

Reporting by NHAN HOA ANH – Translating by HONG VAN