‘Mai’: 3388 Films Acquires Vietnam Box Office Record-Breaker; Sets North America/Europe Theatrical Release

EXCLUSIVE: Specialty distributor 3388 Films has acquired rights to Vietnamese smash Mai, and has set a March 22 theatrical release across North America and Europe. From director Tran Thanh, the romance drama is now the No. 1 movie of all time in Vietnam, having crossed 500B VND ($20M) locally this past week. 

Mai will go out via 3388 Films on March 22 in more than 100 locations throughout the U.S., Canada, UK, Germany, Czech Republic, Slovakia and more. This marks the widest opening weekend for a Vietnam-produced film in North America and Europe, and the first to have a same-day theatrical release across the two continents.

The film delves into the psychology of its eponymous protagonist played by Phuong Anh Dao. Restlessly haunted by the past, Mai is greeted by a new dawn when she reluctantly befriends the neighborhood ladies’ man. But when her yesterday catches up to her today, what will become of her tomorrow? Check out the trailer below.

Mai is the first film to reach the 500B VND mark in Vietnam, and did so in under four weeks. Director Tran Thanh now boasts the Top 3 highest grossing films in the growing market. He previously co-directed the 2021 film Bố Già (Dad, I’m Sorry), the first Vietnam-produced film to cross $1M at the U.S. box office; and made his solo directorial debut in 2023 with Nhà Bà Nữ (The House of No Man). In Vietnam, the former grossed 427B VND ($17M) and the latter 475B VND ($19M).

Mai also stars Tuấn Trần, and is produced by Tran Thanh Town and CJ HK Entertainment.

Thien A. Pham, founder of 3388 Films, says, “We continue to be disruptors in how international films are distributed outside its domestic market. When we released Dad, I’m Sorry, it shifted the industry’s perception of a Vietnam film’s U.S. box office potential. We followed up by opening a title in 50 U.S. theaters, going against the then-established norm of opening a Vietnam film in no more than 10-18 sites. Now, with Mai… we’re expanding boundaries and again heading into uncharted territory. It’s uncomfortable and exhilarating, and that motivates us. We have forward-thinking exhibition partners who support what we believe: that it takes time and courage to continually look for market opportunities and build up those opportunities.”