吉拉·马利库尔

In 1991, he co-founded his own film studio, Hub Ho Hin Bangkok (later Hub Ho Hin Films). In 2003, it was merged with GMM Grammy's film division GMM Pictures and Visute Poolvoralaks' company Tai Entertainment to form GMM Tai Hub (or GTH). In 2016, he became key person for GDH 559 a film studio that successor to GTH.

He was also behind the hit 2003 film, My Girl, a nostalgic look at childhood in 1980s Thailand. The film's ensemble of six directors – were students of Jira, who taught as a part-time professor in photography and cinematography classes at Chulalongkorn University. Two of those directors, Komgrit and Songyos, went on to direct hit films, Komgrit helming the romantic comedy Dear Dakanda in 2005 and Songyos with the hit 2006 thriller Dorm.