Actor-comedian Udom "Nose" Taepanich originally wrote E-Tim Tay Nae as a globetrotting action adventure, with a budget of 70 million baht.
Locations would have included Japan, China and Vietnam, with a closing climax that involved blowing up the Taj Mahal in India.
Directed by Yuthlert Sippapak, the film has undergone a number of changes as it was picked up for production by Sahamongkol Film International.
With the company already committed to big-budget productions that include Nonzee Nimibutr's 200-million-baht Queens of Langkasuka and Tony Jaa's
So E-Tim Tay Nae became a modest, 17-million-baht romantic comedy, set in the seaside resort of Pattaya, about 90 minutes outside Bangkok. It's familiar territory for Yuthlert, who shot his 2005 crime-comedy Pattaya Maniac there.
Daily Xpress has stories about the making of E-Tim Tay Nae, in a longer article about a month ago, and a shorter piece more recently in Soopsip.
In E-Tim Tay Nae, comedian Nose plays a loser boxer who fights in staged bouts in a Pattaya tourist dive. His life takes perilous turn when he spots a pretty female Japanese tourist in the bar. Her name is Itemi, who's name ends up being pronounced E-Tim.
She is played by Japanese model Asuka, in another example in the recent string of Pan-Asian cross-pollination in Thai movies.
The trailers for E-Tim Tay Nae still retain a bit of the action-adventure that Nose intended, with a direct parody of the torture scene from the 2006 Bond film Casino Royale. It involved Daniel Craig's 007 sitting naked on a chair with the seat cut out, and a heavy knotted rope being swung with great force under the hole in the seat. In the E-Tim trailer, a spiky durian is involved. There was a longer version of that scene used in a teaser, and it's been recut for the general preview that's been playing recently. The YouTube video is embedded below.
E-Tim Tay Nae opens in Thai cinemas tomorrow (October 9).