HCM CITY — Building on the success of their Beta Cinemas Tân Uyên complex, Beta Group and Uyên Hưng Media have signed an agreement to launch a second franchised cinema complex in Bình Dương Province.

The move marks a strategic expansion of the affordable, high-quality cinema model into satellite urban areas.

Since its opening in late 2022, Beta Cinemas Tân Uyên has outperformed expectations.

According to Bùi Quang Minh, founder and CEO of Beta Group, it recorded a remarkable 150 per cent increase in audience numbers, attracting over 120,000 in the first half of 2025.

“This success goes beyond numbers. The complex reached its breakeven point much faster than projected, surpassing both internal forecasts and prior commitments to our partners.

“This is more than a financial achievement. It demonstrates that the franchised cinema model, featuring reasonable investment and streamlined operations, can flourish in emerging cities where modern cinema remains a novelty.

“We are proud to have introduced high-quality, affordable movie experiences to the people of Tân Uyên and are committed to expanding this vision nationwide.”

The post-COVID entertainment market in provincial areas is showing strong signs of growth.

In 2024 Beta Cinemas’ box office collections soared by over 300 per cent compared to pre-pandemic levels in 2019, far outpacing the 28 per cent growth of the national cinema market during the same period.

This success underscores both the resilience and the vast potential of the affordable cinema model in Việt Nam, particularly through franchising, and now is the ideal time for investors to enter the market and capture the growing demand for entertainment beyond major cities, he added.

Speaking at the signing event in HCM City last week, Lê Trần Minh Huy, director of Uyên Hưng Media, said: “In today’s challenging economic landscape, adopting Beta Group’s franchised cinema model is a smart and practical decision. It delivers quality cinematic experiences at accessible prices to local audiences and is backed by a highly professional operations team that fully supports its franchisees.

“When I stood here in 2022 I hoped for future projects to follow—and today I am proud to say we have made it happen.”

Beta Group operates more than 21 cinema complexes nationwide and is pursuing its goal to establish a network of affordable, high-quality cinemas across all provinces and cities.

Further details about the location, scale and timeline of the second multiplex will be announced soon. — VNS