Blood Moon Rite 8 Movie

“Blood Moon Rite 8” marked comedian Vân Sơn’s return to the screen after 25 years, and I had the chance to lead the U.S. PR and media strategy to help introduce it to Vietnamese-American audiences. It was a short timeline and an ambitious goal: reaching both longtime fans of Vân Sơn and a younger generation who don’t always follow the same media. I leaned on my journalism background and relationships with Vietnamese-language outlets to get the film’s story out, from press coverage to community screenings.

The Challenge
Promote a major Vietnamese film release to Vietnamese-American audiences nationwide, build awareness and ticket sales on a short launch timeline, and reach both first-generation immigrants and younger Vietnamese-Americans who don’t always connect with the same media.

What I Did
I developed the full U.S. PR and media strategy, wrote bilingual press releases and media materials, and built out social content for the campaign. I centered the story on Vân Sơn’s highly anticipated comeback, then coordinated media outreach, influencer partnerships, special screening promotion, social advertising, and community engagement to carry that story across the country.

The Result
The campaign earned coverage across major Vietnamese-American outlets, including Người Việt, VietFace TV, Little Saigon TV, and FM 106.3 Radio, spanning print, online, TV, and radio. Awareness grew beyond Southern California, reaching Vietnamese communities nationwide, and the film premiered in Little Saigon before screening in additional cities across California, Texas, Washington D.C., and other areas with strong Vietnamese populations.

Every project teaches me something, and this one was a good reminder that getting a story in front of people, especially across language and generational lines, takes real strategy and real relationships. I’m grateful to have been part of bringing this piece of Vietnamese cinema to audiences here.