It was quite confusing getting an invite for a Thursday night movie screening for something that is headlined: “Monday First Screening.”  I even had to make a quick call to the one who sent it to me just to make sure I was blocking off the right day and time on my schedule.

"Monday First Screening" turned out to be the title of NET25’s first foray into film-making, casting premiere Philippine cinema performers Gina Alajar and Ricky Davao in what is now recorded as the country’s first senior romcom. NET25 President Caesar Vallejos shares the reason behind the TV network’s decision to expand its operations to filming: “We believe that with the power of film, we can communicate our vision to be the family-friendly network in the Philippines, providing wholesome, general entertainment for the entire family.”

Using “wholesome” as a unique selling proposition may be considered brave in an industry that thrives in controversies and intrigues, but Vallejos defends the move as valid for the market it is eyeing to capture and believes it can serve twin purposes.

“We can share time-honored values from respect, honesty, respect for the elderly, love, hope, and faith.  This is something that will engage a lot of people, and this is also a way for Net25 to support the Philippine movie industry.  We know that it was the very first to be affected during the pandemic.”

With Philippine cinema still in the process of recovery after the setbacks it faced during the COVID-19 pandemic, the new film outfit took a calculated risk in the project that it hoped would start a positive trend in the industry.  Good thing such risk was rewarded and is now paying off big time.

“It is like an advocacy for us to be supporting a lot of people in the film industry, and we never realized also that during the opening it was number 1 in the box office,” Vallejos shares.

Making a bold decision to enter uncharted territory took a significant consideration on the part of NET25.  While already operating an established television network for years, the outfit had to contend with an industry with a different business model altogether.  Ka Caesar (as most people call him) admits NET25 initially hesitated to distribute the film via theatrical distribution.  This prompted the neophyte movie company to partner with Regal Entertainment to assist in distributing the film.  While most other film outfits now use social media to direct their content to the public, NET25 eventually chose to trust the expertise of its distributing partner. With the film now showing in over 100 cinemas nationwide, it can overtake foreign rivals in occupying the top box office spot in its first week.  This now gives the network’s top honcho much happiness and pride: “It gives us pride that a Filipino film is getting recognition and patronage from Filipinos over foreign films.”

More than this, Vallejos reveals that a leading global film streaming channel had already bought the "Monday First Screening."

“By January, it will be shown via the global streaming channel, but at this point, we also want to share it with Filipinos in cinema houses kasi we’re also allowed by the streaming company to show it in theatres before they get the rights.”

With its debut project now earning acceptance and patronage from the Filipino moviegoing public, what can be next for NET25 Films: “We’re accepting a lot of pitches from different organizations.  We plan to produce more. We believe that it is so powerful.  It’s challenging in the sense that we have to make films that would be very different and have to create an impact on Filipinos na kakaiba.  Saka kung wholesome and value-centered kami, dun lulutang iyon. Kailangan ng mga kwentong may kwenta,” Vallejos says.

This early NET25 Films is already addressing another potential stumbling block to its future film-producing ventures: needing its talent pool.

“There are collaborations with other talent management companies like Star Magic, they have already approached us.  But we will not rely on collaborations.  We created our own, it’s called the NET25 Star Center, the head of the Star Center is Eric Quizon, and by next month, we will be launching 27 or about 30 young stars who have undergone months of training in acting, singing, dancing and a lot of things,” Vallejos shares.  On top of this, there will surely be no shortage of talents where opportunities abound: “Marami ring mga lumipat sa amin galing sa ibang mga istasyon na mga nawalan ng trabaho at kahit sa pelikula.  Ngayon ang NET25 makikita mo, sama-sama na lahat.  Wala kaming sini-sino.  You can be from different networks even in the production and behind the scenes—offcam and oncam,” he adds.

With this aggressive expansion being done by the network, I wonder who will be seen next on NET25, whether it be on the boob tube or on the silver screen.