If the success of a movie festival can be measured in "sold out" stickers at the ticket kiosk, the fourth Bangkok International Film Festival scored better this year than it ever has since the Tourism Authority of Thailand (TAT) took charge.

But it wasn't all bouquets and blushes. There was criticism of the cost (again), plus perceived gaps in the organisers' integrity and outright fury at favouritism apparently shown foreigners.

On the bright side, the movies drew full houses, the open discussions with the filmmakers had large audiences, and exhibitions on film posters and the upcoming epic "King Naresuan" proved popular.

"Many of the movies sold out because the festival was held at just one venue, making it a lot easier to shift from one film to another," says cinema critic Kittisak Suwanaphokhin, a festival adviser.

The Siam Paragon's cineplex hosted most of the activities, with a few others conveniently close at the Conrad Hotel and Jim Thompson House.

"I really liked being able to see all the movies under one roof," says Kraingsak Klomsakul, who travels from Phetchaburi for the festival every year.

The biggest improvement this year was in choice, he says, a good mix of genres from different continents rather than domination by Hollywood flicks easily found in local theatres.

"But the reservation system is terrible," he says. "I don't see why they can't offer online ticketing, especially if they want to become a fully recognised film festival."

"The cineplex isn't even properly finished yet, so we can't offer online tickets," Kittisak explains. "Besides, since it was in one place, we thought it would be okay for the audience to buy tickets right at the cinema.

"We apologise for the problems that occurred on the first two days. They were due to the multiplex not being ready to handle the booking system. But all the problems were solved later."

The inability to handle reservations infuriated festival-goers, though most managed to keep their cool despite long queues.

By day three the system was up and running, but fans then encountered a lack of seats.

Some cinemas in the unfinished mall are still under construction, and the original plan to use the nearby Grand EGV multiplex was thwarted by the conflict with the Federation of National Film Associations of Thailand.

With nowhere else to go, the luxury 30-seat Ultra Screen cinema was co-opted, but therein lay another obstacle: the price.

Tickets at Ultra Screen usually cost Bt300, but for the first five days of the festival, punters paid Bt140, already a jump from last year. Then, with no explanation, admission increased to Bt200.

Even before that, the Bt140 price had been heavily criticised. The only way to soften the blow was by buying a book of 12 tickets for Bt1,200.

"The multiplex insisted on the price because the owners wanted to maintain a price standard," Kittisak says.

But with TAT promoting the festival as a "special opportunity", surely it could subsidise the seat cost rather than spending a bundle on extravagant sideline ceremonies where attendance was marginal.

The high ticket price and the failure to provide Thai subtitles made it easy to understand why local movie lovers are more likely to turn to bootleg DVDs than queue at a film festival.

Does the TAT care? Once again it's shown that Thai movie lovers are not the main target audience, and that the festival is actually about promoting tourism. Subtitles, for example, have long been requested.

"Subtitles are not key to film appreciation, but they are important for attracting a wider audience," says Kittisak. "They was included in the budget for this year, but we didn't have enough time to do it."

But it's "strange", he says, that most people who attend Thai film festivals are foreigners. Only about 20 to 30 per cent are Thai, he notes.

Maybe the percentage would rise if the movies were subtitled in Thai.

It might help, too, if festival staff learned some manners. Once again, these volunteer students, who speak fluent English, have come under attack in online chat rooms for favouring foreign guests and ignoring Thais when they ask for help and information.

Congratulations are due to the organisers for some aspects of the festival, including the public discussion with Hollywood star Willem Dafoe and the three activities on Cinematographer Day.

At these excellent Thai translations were provided, even with Thai attendance again minimal. And despite the glitches and the groans, there may be hope for film lovers.

At the closing ceremony, TAT governor Juthamas Siriwan said she was aware of the complaints and hoped to make improvements for next year's festival.

We'll keep our fingers crossed.

Parinyaporn Pajee

The Nation