Thai Movie Distribution in Streaming Platform During the Global Pandemic of Coronavirus Diease 2019 (COVID-19): A Case Study of Netflix

Abstract

This research studies Thai movie distribution on streaming platforms during the global coronavirus pandemic of COVID-19, a case study of Netflix. The research objectives were to analyze the perspectives of Thai film producers regarding Thai films distributed on Netflix as the first window in the COVID-19 pandemic, and to analyze the marketing strategies of Netflix for the distribution of Thai films on its streaming platform. The methodology employed a qualitative research approach, in-depth interviews were conducted with seven significant stakeholders among Thai film producers who distributed Thai films on Netflix. The research findings revealed that, firstly, in terms of the environment and potential of Thai films, Thai film producers have been affected by the temporary closure of movie theaters. This led to a shift in distribution channels, with more reliance on online media and streaming Thai films, particularly Netflix. Furthermore, Thai staff had high-level skills. Thai staff have high potential in comparison to other regions, as the strength of the Thai film industry. However, a weakness was identified in the limited context of Thai films. The establishment of a branch of Netflix in Thailand provides opportunities for Thai films to be distributed globally. However, government policies continue to pose challenges for the development of Thai films on the international stage. Secondly, after an analysis of the marketing mix, it was found that product strategy is a key factor in the marketing strategy of Netflix, with a focus on film content. The price and investment strategies also played a role. It was found that the acquisition of Thai film copyrights for streaming on Netflix were the first window, along with the production and streaming of Thai films by Netflix (Netflix Original). These investments in Thai film production and advertising and marketing strategies are predominantly managed by Netflix itself.