[Case Study] “Địa Đạo – The Sun in the Darkness” – A Film that Stormed the Box Office and Won Critics’ Hearts Through Community Media Platforms

Amid nationwide commemorations of April 30 – the 50th anniversary of the Liberation of Southern Vietnam and National Reunification, the film “Địa Đạo: The Sun in the Darkness” unexpectedly emerged as a shining box office success in Vietnam. Without massive advertising or extravagant budgets, the film touched audiences’ hearts through authentic historical storytelling and a community-based communication strategy that focused on emotional resonance and deep organic reach.

When Cinema Becomes a Bridge of Memory – Emotion – and National Pride

et against the backdrop of Củ Chi Tunnels – once an underground stronghold of the Southern resistance – “Địa Đạo: The Sun in the Darkness” recreates a war setting that is both suffocating and deeply humane.

Rather than merely depicting combat, the film immerses viewers in the emotional journey of individuals who sacrificed their youth, their love, and even the light of day — all for the dream of independence.

The poetic yet haunting message “Is peace beautiful? What color is peace?” echoes as both a tribute to the past and a reminder to today’s generation to cherish the freedom they now enjoy.

Community-Based Marketing: The Natural Viral Catalyst Behind Địa Đạo

GDL JSC collaborated with the film's production team to craft a CBM (Community-Based Marketing) campaign, amplifying the film across highly engaged community platforms, including:

• “Việt Nam Ơi” Fanpage & Group, and “Ghiền Đà Lạt”:Where national pride, historical appreciation, and travel-culture emotions are shared through the lens of young Vietnamese.

• “Ở Nhà Vui Thấy Bà!” Group:A vibrant community of film lovers who genuinely enjoy sharing heartfelt emotions and cinematic reflections.

• “Một Chiếc Review”, “Những Tấm Chiếu Mới”, and “Vũ Trụ Gen Z” Groups:Communities centered around film reviews and post-watch impressions from diverse, youth-driven perspectives.

  
  

Communication Impact After Just 3 Weeks:

• Over 1 million organic impressions

• More than 100,000 genuine interactions

• Nearly 60 user-generated posts shared across community platforms

A Box Office Breakthrough – Because Audiences Saw Themselves in Every Frame

Without the need for constant advertising, “Địa Đạo” experienced a surge in box office revenue just days after its premiere. Weekend screenings at major cinema chains quickly sold out, and a powerful word-of-mouth effect began to spread throughout the community — a true “watch it, then invite your friends” phenomenon that resonated far and wide.

More Than a Film – A Catalyst for Awakening National Pride

“Địa Đạo: The Sun in the Darkness” was not just a movie — it became a catalyst for reigniting a collective sense of patriotism.

Community-based media didn’t simply help the film gain traction; it fostered emotional connection, creating spaces for people to share genuine, multidimensional, everyday reflections. From heartfelt comments and in-depth reviews to post-cinema reaction videos, the audience turned Địa Đạo into a shared cultural moment — a collective memory of the April 30th season, where everyone could see a part of themselves in the nation’s story.

When the Community Becomes the Most Powerful Distributor

“Địa Đạo: The Sun in the Darkness” proved that:

• Communication doesn’t need to be loud — it just needs to reach the right people, in the right place, at the right time.

• Revenue doesn’t have to come from ads — it can come from real emotions and trust built with the audience.

With over 1 million organic impressions, deep emotional engagement across communities, and explosive box office performance, this is a model case study for any brand, producer, or distributor looking to move from ad-pushing to emotion-driven storytelling.

Want your brand or product to create the same powerful impact as Địa Đạo?Let GDL JSC accompany you in crafting a strategic, deeply resonant, and conversion-driven Community-Based Marketing campaign.

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