In film marketing, word of mouth has always been the best promotional stunt. After at least two private screenings, the inspirational drama "Firefly" has been awarded additional theaters from its original assignment of having the least number of cinemas among the 10 MMFF entries this year.

Bookers have probably realized the movie has great potential at the box office, being the most child-friendly entry of them all.

I caught a screening of "Firefly" at Galleria on Dec. 21 and came out of the cinema feeling refreshed that a movie such as this has finally made it to the MMFF. The 49-year-old festival used to be the playground of inane comedies and commercial potboilers, too, revolting people’s sensibilities.

"Firefly" is done by director Zig Dulay in the mode of magic realism bordering between reality and fantasy. It is a movie about courage, hope, and a mother's love. It is a coming-of-age road trip drama about a young boy who searches for a mythical island described in his mother’s stories.

Dropping the “clues” his mother left behind, Tonton (Euwenn Mikaell) makes the long journey to the magical island set in Bicol, populated by thousands and thousands of fireflies, to find answers.

Alessandra de Rossi, moving and sympathetic as usual, plays the mother role.

The film also stars Miguel Tanfelix, Ysabel Ortega, Cherry Pie Picache, Epi Quizon, Yayo Aguila, and Max Collins with the special participation of Dingdong Dantes.

Produced by GMA Pictures and  GMA Public Affairs, known for its award-winning, entertaining yet informative documentaries.

Catch "Firefly." Your dreams may yet come true, as the saying goes.

 xxx

It has been a while since we last saw a huge crowd that had gathered around a cineplex awaiting the entry of their favorite stars.

In this case, fans were queuing for Sharon Cuneta and Alden Richards, who teamed up for the first time as mother and son in the light comedy-drama A Family of Two.  

If the humongous crowd standing in line at Trinoma on Dec. 17 was any indication, the family drama may well run away with top winnings in this year’s MMFF now running.

The movie comes close on the heels of an earlier Alden hit, 5 ‘Break-ups and a Romance,’ which has reportedly hit the P100 million mark and counting.

Before that, Alden scored an even bigger hit with Kathryn Bernardo in ‘Hello Love Goodbye.’ So, what’s to stop Alden from creating another box office monster hit with the megastar with whom he has developed a close friendship?

In an Instagram post recently, Sharon exposed Alden’s sweet side to his "mama Sharon.”  

Sharon shared photos of a note and flowers she received from Alden, who signed the note with "Your son, Alden."

By the way, Alden’s next projects coming in 2024 are brighter and brighter, including a movie, each with Kathryn Bernardo (sequel to ‘Hello Love,’ set in Canada) and Anne Curtis.