I'd say it doesn't know how to promote NY or MK either. NY is p'Ae's creation, and MK made themselves by getting involved or maybe by Anne's skill. Thankfully MK is interested in de-koojining for their own sakes and for the betterment of their art. Honestly,acting is secondary to popularity for ch3, and for ad deals and events (which is what measures popularity). But movies only need to capture the audience's imagination once. Just like Nakee or BPSW. Ch3 could have taken a gamble, but they chicken. I'm sure someone who prefers quality like Act Art wouldn't have been that obsessed with profit.
It's true that movies only need to capture the audience's imagination once but if no one is willing to buy the ticket or talking about it through various media outlets until it starts gaining some momentum then it would be pointless. Movies run in theatres for a limited time versus lakorns can run for a few months and has that chance to capture the additional viewership. So comparing a movie to a lakorn is mute point.
I'm sure Act Art isn't obsess with making "too much" profit, however, they're a business for profit with mouths to feed and not a non-profit organization. Also, for a no name Channel 3 trying to break into the movie industry, there's a lot more at risk and more parties are involved. It's one thing if you're GDH, who's made a name for themselves in the movies industry, to be more selective in the actors and actresses and casting newbies for their movies. They have the experience and trust from their outside investors of earning the profits for them. Channel 3 does not have that yet, from a business standpoint, when you're venturing into new territories, you're going to error on the safer side to get investors investing in your movies. It's better to take small steps then leap off a cliff.
There's marketable and there's "Marketable." NY, individually and together, have continuous solid endorsements from big brand names even with their not so stellar lakorn ratings. They're practically everywhere in Thailand otherwise they wouldn't be known as the King and Queen of Endorsements of this generation. As an investor, I would be much more comfortable being a part of a project that I am 100% sure to make some money versus just possibly making it.
At the end of the day, not only in the Thai entertainment industry but abroad as well, just because you're a tv star, it doesn't mean you can make it as a movie star and vice versa. It's too soon to say if this movie will flop or it will be the next biggest thing until it's out in theatre. We all have our biases and will lean more towards one way or the other. Time will tell so let's "Keep Calm and Wait for the Result."