For the past month there have been quite a number of realizations.
In my short talk at the opening of Cinemalaya 22, I shared some interesting insights I surmised from the recent developments and performances of Hollywood movies in the country. Two monster blockbusters literally dominated movie houses in our country. The box office results resembled the fate of jackpot winner at a slot machine in a casino. The numbers went beyond impressive but indicated something that required ample reconsideration among Filipino film producers and audiences.
Of course there is no way that any local production can duplicate or even approximate the juggernaut marketing and promotions of Christopher Nolan's The Odyssey. Morever,. there is no way --- real or imagined that local productions can match the amount of effort, work and money spent for the Spiderman franchise.
These films are marketed for the world --- whereas Filipino movies seem to define its universe to the territories covered not even from Batanes to Jolo.
There is really no way to compare the business of film between that of our archipelago with that of internationally distributed films with all its ancillary rights, territorial distribution and accessibility to platforms.
Bluntly (and undeniably) put, Nolans's The Odyssey made over P400M in its two week run and still filling up IMAX cinemas (which is the only way to watch it and appreciate the intentions of its creator). What is even more interesting is that we do not have the right kind of IMAX theaters in the country to fully appreciate the screening of this film shot in 70mm celluloid.
And who would have expected that a movie about a classic poem of Homer would bring in such a large crowd --- even if people may have read the epic as part of their high school literature classes.
But they did. And almost three weeks later, people are still flocking to IMAX cinemas to watch the Nolan piece.
Then came Peter Parker and his arachnid adventure. I am not a Spiderman junkie ( I stopped at Tobey Maguire) but for those who I know were enthralled by the franchise, they all declare that Spiderman: Brand New Day is the best of the entire series. Aside from the popular fascination for Tom Holland and his missus Zendaya, the obsession for this installment of the franchise has proven to be nothing short of a worldwide phenomenon.
Cutting right in the tail end of the Odyssey run, Spiderman walloped P700M+ a week and a day after its opening. Talking with cinema exhibitors, the estimate is that by the end of its Philippine run, the movie would have made more than P1B+ . And that's the truth.
Just today, as I was at the lobby of the Red Carpet theater at Shangrila joining the Cinemalaya crowd, a screening of Spiderman in Cinema 4 came to an end. So amidst the crowd of Pinoy independent cinema goers emerged an entire throng of people who just finished watching the phenomenal film. The demographics of the crowd echoed what has already been observed throughout the week. Entire familiei are watching the movie,. Here is another clincher: the repeat business (when you rewatch the movie because you loved it so much) is very strong.
For the record, the ticket prices of both Odyssey and Spiderman are on the P400+ range. There were no special discounts on their regular run --- and yet these movies were screening with full capacity audiences.
I have a friend whose family decided to make an outing of watching Spiderman. To their surprise, they had to navigate two malls before they found the availability of four tickets for the couple and their two children to catch the same screening ... on a weekday showing. And that's also the truth.
But going over and beyond that, what do all these information mean?
And where does that leave Philippine cinema?
The Complaints
Let it be clear that the diagnoses to the waning number of people watching (not only Filipino) movies on theaters can be attributed to certain and very particular factors.
We were already getting there but the almost three-year pandemic literally shoved us to where we are right now. Watching movies has ceased to be part of the run-of-the-mill daily rituals of life. Whereas before movie watching with popcorn bag and all seem to be integral to a comfortable weekend (or late night weekday/after work ) activity, now all that has changed.
The reasons assumed are all valid:
(a) The pandemic has taught us that in our lock-in scenario that there are other forms of valid entertainment alternatives aside from movie watching in cinemas: these include the marvels of the internet whether it is the accessible YouTube or engaging in social media.
(b) Movie going does not only comprise the cost of a movie ticket but all the peripheral expenses as well such as transportation, additional food (if you are on a date or indulging in the amenities of a mall) as well as whims of the moment which leads to ...
(c) There is comfort in being spend thrift by investing P600+ for a monthly streaming subscription than spending P400+ for a single movie. Besides, the window between a cinema exhibition of a Filipino film and its migration to a major platform is only for one hundred days at max, Unless a movie is worth the time, the trouble and the price, then why not wait for just three months to see that same movie right at the comfort of your own home?
and lastly
(d) Ang mahal ng ticket sa sinehan. It was only so many moons ago that ticket prices ranged from P200 to P250 pesos. But now a movie ticket costs between P350 - 400 if you are watching on a regular screen. Attached to this price are extras that include a bottle of water and even a bag of popcorn which people are not aware of receiving. But whatever.
Somehow these have been the accepted reasons consistently repeated and reiterated not only by the public but also the film industry stakeholders, pointing the blame to economics --- and the price of cinema tickets.
And then this happened. Teka, teka. Mag-isip-isip nga tayo muna.
If the price of tickets were the problem, then where did the P400M+ and P700M+ box office bonanza of two Hollywood mammoth productions come from?
Pangmayaman lang yan. Yung nakakapanood na lamang ng sine yung "can afford". That means the patronage of cinemas has now been limited to the Upper C, B and A audiences? Only the middle and upper classes have the buying power to continue to patronize movies?
That is not completely untrue. If you are a minimum wage earner in Manila collecting P695/ day, would you spend more than half of that for a single movie ticket? Most likely not. Siguro hihintayin na lang sa Netflix, di ba?
In fairness to the Cinema Exhibitors Association of the Philippines (CEAP), effort is in place to lower the price of local movies to as much as P270.00/ ticket. This is a most welcome development to entice local audiences to not only go back to the moviehouses for the complete cinematic expetience but also to resurrect the patronage of Filipino works.
This worked well for some Filipino movies ( Antoinette Jadaone's Sunshine was a perfect exsample) but then the decrease in the ticket price was still no guarantee that the remaining moviegoers will patronize a film just because it comes in much cheaper than a foreign release.
As late as August 2026, only two Filipino movies outside the entries of the MetroManila Film Festival can be considered as money earners. These are Irene Villamor's The Loved One and Mae Cruz Alviar's Tayo sa Wakas. Therefore it is not surprising that for the first time in history, five weeks have elapsed and not a single new Filipino movie opened in the cinemas.
Sino ba naman ang tangang producer na babangga sa Odyssey at Spiderman not unless naniniwala sila sa halaga ang pagpapatiwakal?
But the lesson here is loud and clear.
Yes, the price of ticket may be forbidding but if an audience finds value, enthusiasm, excitement and even curiosity to see a movie, money will not be the hindrance much less the problem.
Build ... and they shall come ...is quoted from Field of Dreams and this could very well apply to the overlying principle operating here. Make movies that excite the audience and they will go deep into their pockets to see the work.
If they realize that the product is not worth not only the money but the effort to see the material, then chances are they will either ignore it .,.. or wait for this to go into a streaming platform.
Give them more of the same and they will moan the same-old-same-old complaint" "Been there, done that ... not worth my time or my money." More often than not, in that act of paniniguro producers resort to the same templates, the color-by-number formulas with seemingly AI-guided plot lines that do not require extra sensory perception or the gift of prophecy to predict the twists and turns of the plots. Feed the audiences with three-in-one formula movies and they will not invest their hard earned money just to be lured into a booby-trap.
If there is one thing that both Peter Parker and Odysseus taught us is thatr the filmmaker must be challenged to create works that can relate to an audience and entice them into an investment of time and money. Although it is quite a superhero feat, one thing is also evident: films must be experienced. This does not necessarily mean a pre-requisite of spectacle, but something worthwhile watching on the big screen, immersed in the limbo of darkness to be absorbed by the strong audio-visuals of a narrative.
Otherwise, the comfortable living room/bedroiom setting of watching movies online serves a far better, practical and economical alternative. What used to work in pre-pandemic 2018 is no longer feasible in a highly-wired social media dominated world.
This must be a wake-up call. Yes, the price of tickets may be a hindrance for watching movies in cinemas --- but the bigger problem of Filipino productions is the bias --- that tragic impression of our own audiences that we are not worthy of their patronage ... much less their admiration and, yes... their money. This goes over and above any question of ticket price ... or streaming. It has everything to do with the impression certain sectors have that the works of their own countrymen do not deserve their attention or even concern.
The challenge remains: like Odysseus, we must overcome the songs of the sirens, the witchcraft of Circe and the intoxication of Calyso.
And like Peter Parker, we can only defy all odds not by superpowers alone but knowing what is the problem to find constructive ways of gaining solutions ... even if it means doing somersaults while swinging.above and beyond the tallest buildings.





