SXSW ’25 Kicks Off with Heartfelt Showcase: Prize Winner ‘Slanted’ and Vietnamese Culinary Drama ‘Scent of Pho’
Upcoming Film Releases Spotlight Culinary and Aerial Adventures
The family dramedy Scent of Pho, produced by 3388 Films, takes a culinary journey around the globe, showcasing the popular Vietnamese dish phở in ten countries, including the U.S. and Canada. Directed by Minh Beta, who makes his debut with this film, Scent of Pho features social media sensation Xuan Hinh. His 2025 music video Bắc Bling garnered nearly 300 million views on YouTube, achieving the top spot among debut songs and reaching #2 in global music video rankings, according to the distributor. Since its premiere last month, the film has collected $1.8 million at the Vietnamese box office.
The narrative focuses on a dedicated phở master whose strong-willed approach threatens to fracture his multigenerational family as he names his young grandson as his successor in their acclaimed phở business. The ensemble cast includes Thu Trang, Thanh Hien, Quoc Tuan, Bao Nam, Ha Huong, Thanh Huong, Chu Manh Cuong, and Tien Loc.
In addition, Abramorama is releasing two notable films. Group: The Schoepenhauer Effect, directed by Alexis Lloyd, premieres at the Quad in New York City. This film uniquely merges scripted and improvised elements to delve into group therapy, challenging the boundaries between performance and reality. The cast features Tony Award-nominated Thomas Sadowski, Lucy Walters, and psychoanalyst Dr. Elliot Zeisel, who appears as himself.
Another release from Abramorama is Space Cowboy, directed by Marah Strauch and Bryce Leavitt. Opening in limited release at the IFC Center in New York, the film chronicles the life of Joe Jennings, a celebrated skydiving stunt coordinator and free-fall cinematographer. Jennings has dedicated years to capturing awe-inspiring aerial footage for extreme sports events, Super Bowl commercials, and major Hollywood productions. His journey reflects a deep-seated passion for "camera flying," developed during his youth, alongside a meaningful collaboration with fellow skydiver Rob Harris, which was tragically cut short.
More details on these upcoming films are anticipated in the near future.
