In Thailand, though, it is a year-round affair. Producing these films now accounts for a sizable chunk of Thailand’s $3 billion-a-year advertising market, with each costing nearly $300,000 to make, according to Thai Life’s president, Chai Chaiyawan, who, along with Mr. Thanonchai, helped pioneer the genre.
Phawit Chitrakorn, managing director at the Bangkok office of ad agency Ogilvy & Mather, said they have to compete for attention with social media. The length of the films, about the length of the average pop music video, makes them ideal for the Web.
Phawit Chitrakorn, managing director at the Bangkok office of ad agency Ogilvy & Mather, said they have to compete for attention with social media. The length of the films, about the length of the average pop music video, makes them ideal for the Web.
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