Nimol Bunchan Elevates Cambodian Cinema to Global Heights

Nimol Bunchan did not set out to be CEO of Cambodia’s premier film production and streaming service. In 2015, Bunchan started with only $1,000 — which she received by pawning her motorcycle — to create Sastra Film’s first project, “Papa.” When “Papa” received a lot of love on social media, Bunchan used it as a showcase to find sponsors for her next projects. Fast forward nine years later, the determined founder has built a media empire that spans multiple subsidiary companies, 700 TV episodes, more than 20 feature films, and many educational projects.

With the same grit and resourcefulness Bunchan displayed when her team operated without film equipment or sponsors, the visionary executive now wants to raise the global profile of Cambodian cinema, making it as recognized as Korean or Hollywood films. 

“Our films should serve as a bridge, showcasing our rich culture and enhancing our country’s image,” Bunchan shares over email. “At Sastra, we strive to be a key player in producing and distributing Cambodian films, allowing all local filmmakers to share their work with the world.”

From Scarcity to Commercial Success

Born in Vietnam, Bunchan grew up in the Kampuchea Krom region where she learned the Khmer language and dreamed of becoming a writer. After immigrating with her family to Cambodia in 1999, she pursued her filmmaking dreams by taking screenwriting courses. Post-graduation, Bunchan went into journalism. Then in 2015, with a team consisting of her husband, mother, siblings, and their friends, she filmed a 3-minute short. She negotiated with equipment rental providers, sought and secured a 50% discount on a tuk-tuk for transportation, and even had her mother cater the meals. 

“It was tough because we didn’t have a well-known credit yet. We tried really hard to convince many companies to support our new projects, but only a few agreed,” the CEO says. “Eventually, our persistence paid off when a TV station noticed our works and asked us to produce a TV drama.”

With that ingenuity, Bunchan founded multiple subsidiary companies under the Sastra umbrella, like AKARA Animation and Chan Records. She even launched — in the middle of a global pandemic — the Sastra Film App, where users can watch Cambodian films. The app, which is available in over 176 countries, is an ad-free, video-on-demand streaming platform offering exclusive content like TV shows, movies, and music videos.

Some of Sastra Film’s most popular series are romances like “Love In Blind,” where a woman named Pich goes blind after a car accident. The series follows Pich as she gradually discovers how her boyfriend and best friend have been hiding secrets from her. Other popular series are historical dramas (or “Boran” series, which is Khmer for “ancient”) like “The Gullible Man,” where we follow two friends, Samit and Heng Sak. When Heng Sak is imprisoned for stealing, he begs Samit to take his place in prison, but Samit refuses. 

Sastra also has animated fare like “Lovely Ghost,” where the ghost Bopha is sent to the human world to kill seven bad people so that she can be reborn. She falls in love with her seventh assignment Chet and has to choose between love and staying a ghost forever.

Supporting Cambodian Filmmakers

The idea for Sastra Film App came to Bunchan when she was producing feature films for cinemas. Cambodian filmmakers encounter many obstacles in securing screen time — or favorable showtimes, even if they manage to get a screening. 

“Despite producing good content, we weren’t always sure if cinemas would accept our films or provide favorable showtimes due to their existing contracts with foreign movies,” the innovator explains. 

Seeing this very real need, Bunchan created a streaming platform for Cambodian films. Launched in February 2021 when cinemas were closed during the pandemic, Sastra Film App was vital to keeping her company afloat. 

“This app helped our movies find an audience and kept our staff employed,” she says. But Bunchan was not content just to have her own company succeed. Her vision expanded beyond her company and aimed to change the industry as a whole. “My goal is not only to stream Sastra Film movies on this app but also to support all Cambodian filmmakers by providing a broader market for their work.”

Unlike some streamers that launched during or after the pandemic, experiencing some success then fizzling out after things reopened, Sastra Film App consistently earns the highest viewership in Cambodia for their library of more than 500 titles. 

Leveraging Quality and Innovation 

Those titles intentionally include films with LGBTQIA+ narratives, and Buddhist and educational content. Sastra Film is committed to making the world friendlier to the LGBTQIA+ community and produces original LGBTQIA+ films for the app. While same-sex relationships are legal in Cambodia, and the country recognizes genders outside the binary, same-sex marriage is not currently legal, and there are no legal protections against discrimination. As for the Buddhist-themed content, the focus is on staying true to the original tenets while making it relevant for modern audiences. 

To Bunchan, creative vision and commercial success are not opposing forces, but go hand in hand. Contrary to some misconceptions about art and commercial viability, she believes films with high artistic depth can still find a great market. 

“LGBTQ movies, for instance, convey important messages to society while also being profitable,” she shares, explaining how when producing Buddhist content, they must strike a balance in their work. “Instead, we choose relevant stories that resonate with today’s society to produce first. Despite their ancient origins, these narratives connect with modern audiences. So, we can achieve commercial success while our goal to deliver educational messages remains unwavering.”

Of course, all the best intentions count for nothing if quality is lacking, so Bunchan makes sure to prioritize quality. Sastra Film employs many talented writers who capture the attention of their audience and earn their support. 

Some of their recent shows include “Today Tomorrow, I Love You,” a girl love story focusing on two good friends, Leakhena and Chenny, who fall in love as children. Chenny’s mother doesn’t approve, so she moves Chenny to live with her father in the city. When Leakhena and Chenny grow up, they meet again, though they do not recognize each other. 

Another new release is “Boy Bestfriend,” a boy love movie that explores the hazy line between friendship and desire of two teenage boys, Chen and Thi. They share their dreams, secrets, and life moments with each other, and their friendship grows until Chen falls in love with Thi. Afraid of losing their friendship, Chen has to choose whether he will declare his love or bury it deep inside.

“[Our writers] truly understand what the viewers love and want to see,” she emphasizes, adding that the quality of casting and directing is also crucial. “Sastra Film always receives praise for its skillful storytelling. Our actors perform naturally, bringing characters to life without any awkwardness or robotic dialogue. And of course, we also pay meticulous attention to image and sound quality, ensuring our films remain at the forefront of the industry.” 

Showcasing Cambodian Cinema Internationally

As for the future, Bunchan envisions Sastra Film Studio as a hub for international collaboration and filmmaking in Cambodia. The incisive CEO understands that “the competitive landscape in the Cambodian entertainment industry isn’t just about local producers competing against each other.” She very keenly observes how foreign films flood the Cambodian market and are the real issue. 

“These foreign films, backed by substantial production budgets and cutting-edge technology, consistently dominate the entertainment industry. For Cambodian producers with limited resources, this can be quite daunting,” remarks Bunchan on the state of the Cambodian film industry. 

However, instead of obsessing over local competitors and viewing other Cambodian filmmakers as her rivals, Sastra Film takes a different approach. “We focus on honing our ability to create films that match the quality of those foreign productions. We have invested both capital and human resources to achieve this goal,” Bunchan details. “We don’t fixate on the competition, but we do prioritize the quality of our films. Our belief is simple: If our films maintain high standards, the market will respond positively.”

Credit: Courtesy of Nimol Bunchan