Tuan Tran snatched the opportunity from Tran Thanh, launching a cunning move to declare war on Truong Giang.

The 2026 Lunar New Year film market is heating up earlier than ever as the "Heavenly Treasure" team takes an unprecedented step: securing 100% of IMAX screenings nationwide, directly challenging the dominance of the two "box office kings," Tran Thanh and Truong Giang.

The "preemptive strike" strategy involves visual experiences.

For the first time in Vietnamese film history, a domestic production dares to venture into a "territory" previously reserved for Hollywood blockbusters. The exclusive IMAX format is not just a screening tactic, but a testament to director Le Thanh Son's commitment to image quality.

While Lunar New Year films often follow the cliché of family stories and lighthearted humor, "Heavenly Treasure" chooses "true cinema." The sweeping scenes of seaside festivals and thrilling chases on the water are designed to maximize the use of the large screen and surround sound system. This is a risky but worthwhile move, directly targeting the high-quality viewing experience of modern audiences.

Tuan Tran and his new position as a counterweight.

No longer a name associated with established stars, Tuan Tran in 2026 enters the race as a box office guarantee. Looking back at 2025, despite facing the "super entity" Red Rain (which grossed 700 billion VND), his film Making Money with Ghosts 2 still impressively reached the 100 billion VND mark.

A distinct and stable audience is the foundation for the actor to become a true rival to Tran Thanh and Truong Giang. While the two senior actors remain faithful to storytelling that emphasizes emotions, Tuan Tran represents a wave of entertainment films that prioritize large-scale visual experiences.

The transformation of the "big players" and the unknown factors.

This Lunar New Year season, both Tran Thanh and Truong Giang have made notable transformations:

Tran Thanh: With "Tho Oi!", I continue to delve deeper into the psychological drama genre, moving away from my purely comedic style.

Truong Giang makes a strong comeback with "My Father's House, One Room" – a project where he takes on three roles simultaneously (director, producer, and lead actor), focusing on real life and family relationships.

However, both projects opted for a more in-depth content approach rather than showcasing visual techniques. This inadvertently created a gap for "Heavenly Treasure" to capture the audience segment that prefers Vietnamese "blockbuster" films.

In addition, the race also features "Mùi phở" (Minh Beta). With the combination of Meritorious Artist Xuân Hinh and Thu Trang, this film, deeply rooted in Northern Vietnamese culture, is considered an interesting "dark horse," ready to break through if the market shifts in audience preferences.

Message from the box office for Tet 2026

The 2-minute trailer for "Heavenly Treasure" revealed the team's considerable ambitions. The conflicts between the fishing village and the underworld forces, set against a backdrop of grand, spectacular scenes, generated a strong media buzz.

Audience diversity is real, but it's undeniable that Tuan Tran and his team's strategy has elevated the game. They're not just selling tickets to see a story, but also selling a cinematic experience worthy of the money spent.

The upcoming Lunar New Year showdown between Tuan Tran, Tran Thanh, and Truong Giang will no longer be a battle of outdated viewing habits. It's a debate about differentiation, where those who dare to change their filmmaking mindset will have the opportunity to redefine the market. Today's audiences need a good story, but they also crave a film that is "beautiful enough" to be worthy of going to the cinema.

Tran Thanh 'declared war' with Truong Giang, made a 'shocking' statement? An Thảo15:05:30 14/09/2025In a difficult position in the 2026 Tet film race, Tran Thanh must prove his ability and creativity when facing many strong competitors and the changing tastes of the audience, requiring the film Tho Oi! to be truly innovative to maintain its position.