Philippine cinemas unite for first National Cinema Day on September 12

Philippine cinemas unite for first National Cinema Day on September 12

Filipinos are invited to rediscover the big-screen experience as cinemas nationwide celebrate the first Philippine National Cinema Day on September 12. The nationwide event was unveiled on Tuesday, August 25, at Shangri-La Plaza in Mandaluyong City, bringing together representatives from cinemas, film organizations, government agencies, and other sectors of the entertainment industry. Instead of focusing solely on the films themselves, the initiative aims to highlight moviegoing as a shared experience, something the industry hopes audiences will once again embrace after years of changing viewing habits. Film Development Council of the Philippines (FDCP) Chairman Jose “Joey” Javier Reyes said the pandemic significantly shifted the way people consume movies, with audiences becoming more accustomed to watching content through their phones, computers, and televisions. “First and foremost, this is an opportunity to remind our people of the importance of film as a community activity,” Jose said in Filipino, as reported by GMA News Online. He pointed out that the traditional cinema experience allows audiences to gather in one place and enjoy a story together. “We have forgotten that films were made to bring different people together and allow them to share an experience,” Jose said. The celebration will feature a mix of Filipino and international films, animated features, and other cinematic offerings, according to SM Prime Holdings Senior Assistant Vice President Karen Zabaljauregui. Cinemas across the country are expected to participate in the September 12 event, although the complete list of participating theaters and films has yet to be announced. The launch also brought together several figures from the Philippine film industry, including TV producer Wilma Galvante, Film Academy of the Philippines Director-General Paolo Villaluna, QC Film Commission Director Ed Lejano, Metro Manila Film Festival (MMFF) Chairman Romando S. Artes, Press Play Philippines Managing Director Nicole Castillo-Deato, Regal Entertainment head Roselle Monteverde, and Cinema Exhibitors Association of the Philippines (CEAP) president Irene S. Jose. Reyes also stressed the importance of cooperation among the different players in the industry, including local filmmakers and international distributors. Although Filipino and foreign productions compete for viewers, he said the broader goal is to keep the cinema industry moving forward together. “We may compete for audiences, but at the end of the day, what matters is that we stand together,” he said. Further announcements regarding movie titles, participating cinemas, and ticket prices are expected in the coming days. The inaugural National Cinema Day is being mounted by the Cinema Exhibitors Association of the Philippines (CEAP) in partnership with industry stakeholders and the FDCP. Download GMA Play on the Apple App Store and Google Play. It is also available on GMANetwork.com/GMAPlay and on Android TVs.

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