In recent year, the cinema market worth over US$100mln in Vietnam is becoming attractive to foreign investors. Over 60pct market share of the cinema market belongs to foreign companies like CGV and Lotte Group. However, seeking for a prime location to build a cinema has become more and more difficult, as there are many technical factors to consider. Even if investors manage to find one, they still need to research and negotiate with land-owners for a reasonable hiring prices. According to CBRE Vietnam, land-hiring prices in Vietnam is very expensive in Southeast Asia region. Especially, retail floor hiring prices in CBDs of major cities like HCMC has increased by 15pct over last year, three-fold higher compared to the average market prices.