Set against the stunning mountains of northern Thailand, Heman Cheatamee's new romantic comedy "Ruk Jung" ("The Memory") is aimed at filmgoers in need of a feel-good fix.

The director of 2003's hit "Sex Phone" has a few factors working in his favour - a magnetic cast featuring RS superstar Rattapoom "Film" Tokongsab, Paula Taylor, a sprinkling of comedy courtesy of the lead trio from the popular band Pong Lang Sa-on band, a strong pop/R&B soundtrack sung by Film and the breathtaking beauty of Chiang Mai and Mae Hong Son provinces.

The plot isn't just the standard boy-meets-girl formula either, but has a contemporary twist. The story is about the relationship that develops between a young photographer (Paula) and the superstar (Film) she's desperately hunting over his involvement in a car accident.

It turns out that the superstar has lost his memory and is now living in the house of the man who saved him - a hilltribe villager called Lorsu (Songpong Kunaprathom).

Heman admits having an amnesiac superstar fall in love with an ordinary girl is a bit of a cliché but feels it works well in the context of the movie.

"I think we've recreated it in such a way that it's interesting," he explains.

Bringing in a superstar to play the superstar also makes the story more convincing. "It helps the audience believe in the character," says Heman. "We could have found a new actor for the role, but Film was available and interested so it made sense to use him."

The decision was made prior to the highly publicised scandal earlier this year over Film's alleged gay tryst with a millionaire tycoon. The "he said, he said" row turned the singer's image upside down.

"I don't think it will have much effect on audience numbers. People are mature enough to realise that it's his personal life, and besides if they hate him, they can always come to watch Paula."

In any case, reactions to the trailers shown in the theatres hint that the supporting trio - particularly Sompong - will be stealing many of scenes from the two protagonists thanks to some deadpan humour.

"Sompong is also a key actor and appears in parallel with Film throughout the story. He's very natural," says the director.

Heman is one of the country's leading music video directors and his credits are regularly seen on the videos put together by music giants GMM and RS.

He's worked for Grammy (formerly GMM) before deciding to go freelance. He has a solid reputation and while he's faced mixed results at the box office, backers are not deterred.

Yet, he says he has no great ambitions in the film world.

"It's a job. I make a living from it and I feel satisfied with the way the films come out."

He made his debut in 2001 with the teen ghost flick "Pop Weed Sayong" then returned to music videos for two years before making romantic comedy "Sex Phone" for RS and sending young actress Paula Taylor into stardom.

The following year GMM Pictures signed him up for "Pan X Dek Sud Khua" ("X-treme Limit") but despite having a star cast of popular singers from rock bands like Crash and Ka-la, it was a total flop.

"I finally discovered that I'm best at romantic comedies and 'Ruk Jung' marks my return to that genre."

But he admits that even talent for a genre can be badly affected by young stars who are more concerned about themselves than with teamwork.

"Nowadays, young actors don't focus on acting even though it's supposed to be their career.

"They just care about their reputations, their looks and making money. Fortunately Film and Paula are different. They are very disciplined and responsible about their work," says the director.

Heman spent a few weeks scouting around the northern provinces during the pre-production phase. Locations chosen for the shoots include Pai in Mae Hong Son Province and Kew Mae Pan in Doi Intanon National Park in Chiang Mai province.

"Ruk Jung" opens today at cinemas nationwide.

Parinyaporn Pajee

The Nation