EDITORS DESK
ROBERT REQUINTINA
Looks like the people are finally heading back to movie theaters!
Acting Metropolitan Manila Development Authority (MMDA) Chairman Atty. Romando “Don” Artes revealed that the ongoing 2022 Metro Manila Film Festival is a certified box-office hit in terms of box-office sales.
In an interview at the MMFF 2022 Gabi ng Parangal at the New Frontier Theater in Araneta City on Dec. 27, Artes said that he’s happy with the results of box-office sales for the first two days of the annual filmfest. And he believes that the MMFF is on track to reach its target of ₱500 million in gross sales.
“We’re on our way. But we are not there yet.”
Artes looked back at the MMFF’s highs and lows the past few years.
In 2018, MMFF achieved its historic record with more than ₱1 billion in gross sales. In 2019, despite the challenges, the MMFF got ₱900 million in gross sales. But the pandemic got in the way and the MMFF was a victim of film piracy.
Then came 2020 when the movie theaters started to reopen but it wasn’t a success in terms of box office due to Covid-19 restrictions. Artes did not divulge details for 2021.
Following the initial success of the MMFF which will run until Jan. 7, 2023, Artes announced that the MMDA will launch the summer film festival next year. “It will begin on Black Saturday in April 2023 and will end after two Sundays.”
The decision to launch another film festival was based on consultations with industry experts who also believe that we're ready for another filmfest.
“I expect your full support of this project and I invite you again to join the summer filmfest. Magtulungan tayong lahat at sa ating pagsasama, muling babangon ang pelikulang Pilipino, Artes said. (I expect your full support of this project and I invite you again to join the summer filmfest. Let’s all work together. And together, the Filipino film industry will rise again,” Artes said.
The official eight entries to the MMFF 2022 are: “Deleter” by Viva Communications, Inc.; “Family Matters” by Cineko Productions, Inc.; “Mamasapano: Now It Can Be Told” by Borracho Film Production; “My Father, Myself” by 3:16 Media Network and Mentorque Productions; “Nanahimik ang Gabi” by Rein Entertainment Productions; “Partners in Crime” by ABS-CBN Film Productions; “Labyu with an Accent” by ABS-CBN Film Productions and “My Teacher” by TEN17P.
So are people really going back to the movies? In the US, a recent study conducted by The Quorum showed that adults will be slower in returning to the theaters.
“They will be slower to return — but they will return,” said Jeffrey Cole, director of the Center for the Digital Future, in an article entitled “Is 2022 the year we all go back to the movie theater?” written by Tim Apello in aarp.org.
Paul Dergarabedian of Comscore, a trusted currency for planning, transacting and evaluating media across platforms, also commented: “Mature audiences are more discerning and selective about what they want to watch, but also concerned about their personal health.”
It all boils down to one thing: Covid-19. Cole added: “The only thing that will get over-50 viewers back sooner is the end of Covid.”
(Robert R. Requintina is the Entertainment Editor of Manila Bulletin)