404 Sukeenirun... Run Run

They planned the perfect real-estate con-until the ghosts objected in the most inconvenient way.

404 Run Run is a Thai horror-comedy that sets its sights on the blurred line between greed and the supernatural. The plot hinges on Nakrob (Chantavit Dhanasevi), a slick real estate broker who discovers an abandoned seaside hotel. Seeing opportunity, he hatches a scam: convert it into a luxury haunt, market its "haunted charm," and sell for profit. The catch? He must deal with the very real spirits that dwell in the hotel-specifically, the ghost of the hotel's original owner, whose presence refuses to be ignored.

The film's ambition is admirable. It plays with genre mixing: real-estate thriller, ghost story, dark comedy. There are moments when the horror visuals-flickering corridors, spectral apparitions-and Nakrob's growing unease are effectively eerie. The supporting cast (Kanyawee Songmuang, Pittaya Saechua) contribute well in giving texture to ghost-tales, societal disbelief, and moral push-back. The premise also plays off believable motifs: scams, faith in the supernatural, exploitative real estate-making the ghost concept more layered than many standard haunted-hotel tropes.

But 404 Run Run never quite nails its balance. The humour sometimes undercuts tension, especially when comedic relief arrives in scenes that should build dread; tonal shifts are jarring. The antagonist ghosts are interesting, but their backstory and motivation feel under-explored. At times, the narrative relies too heavily on jump scares and haunted hotel clichés rather than fully capitalizing on its setup or exploring character depth. The pacing drags in the middle, and the scheme's moral consequences are hinted at rather than deeply felt.

Overall, 404 Run Run has a promising concept, some effective spooks, and moments of wit-but fails to cohere into a satisfying whole.

Rating: 4/10 - An intriguing haunted real-estate tale with flashes of fun and fear, but not quite as polished or consequential as its premise suggests.

"404 Run Run" is a wild mix of horror, comedy, and mystery that delivers both laughs and chills. The story follows a crooked real estate agent who stumbles upon an abandoned hotel-only to discover it's haunted by its original owner. The blend of ghosts and real-world corruption gives the film an unexpected depth. Visually, the film is vibrant and atmospheric, capturing the eerie tone of the hotel setting. Performances are a bit over the top at times, but fit the quirky style. Some humor may feel local to Thai audiences, but the energy and creativity are universal. It's not a perfect film, but it's definitely memorable. A unique experience for those open to genre-bending fun.

Why use Abizar, an actor with a bad attitude??? Did the production house just pick the actor? Please do not repeat this mistake. Abizar is already known for his bad personality in Indonesia. So sorry, I give 1 star. Please improve the actor selection. This is so that production houses do not get a bad image by employing unqualified actors. For the others, I think they are good, but they seem to lack a mysterious impression or aura for a story like Hotel de Luna. I hope that this story's effects and backsound will be improved so that it is not disappointing and can be taught with the original story.

Pichaya Jarusboonpracha's 404 Sukeenirun... Run Run is a refreshing take on ambition, love, and the absurd lengths people go to for happiness. Set against the backdrop of southern Thailand's lesser-seen locales, the film offers an authentic portrayal of the region, steering clear of the overused Bangkok setting often seen in Thai cinema.

At its core is Nakrob, a struggling real estate swindler with a singular mission: to secure enough money for his wedding. His target? The Sukhee Nirun Hotel, a colonial-style architectural marvel with classic European interiors. The hotel isn't just a property-it's the legacy of a wealthy daughter and her metropolitan lover whose star-crossed romance was met with family disapproval. The stakes are immense, not just for Nakrob but for what the hotel symbolizes: dreams, ambition, and unresolved emotions.

The film masterfully balances heartfelt moments with dark comedy. One standout sequence involves a hilariously failed exorcism by a bhikkhu (monk), which takes an unexpected turn with the introduction of Dr. John, a "white exorcist." This character not only adds comedic flair with his bad hearing and constant misunderstandings but also subtly critiques societal tendencies to look to Western figures for solutions to local problems. The humor is absurd yet meaningful, inviting laughter while sparking reflection.

Nakrob's relentless pursuit of his goal leads to some truly bizarre situations, including attempting to negotiate with supernatural entities. Yet amidst the absurdity, the film finds moments of profound emotional resonance, such as an awkward yet touching contemplation of letting go of someone who was once deeply loved. This theme ties into the film's central message: that happiness in relationships requires mutual understanding, and sometimes, walking away is the best path forward.

Visually, the film is a treat. The southern Thai setting feels fresh and vibrant, while the Sukhee Nirun Hotel's grandeur adds a sense of stakes and history. The story uses these elements to create a world that feels real yet slightly offbeat-a perfect match for its absurd tone.