The cost of watching movies in the Philippines has become increasingly challenging, especially for the youth and families.
Senator Imee Marcos recently highlighted this issue, stressing that rising prices are preventing teenagers from enjoying films as they once did. “Napakamahal e! Napakamahal na manood ng sine ngayon e,” she said, explaining that the cost of tickets—around 400 pesos each—along with the need for snacks and transportation, makes going to the cinema too expensive for many.
She contrasted this with earlier times when movie-watching was a regular, weekly activity.
Senator Marcos emphasized the need for the government to address this problem by exploring alternative ways to distribute and monetize films. Platforms like Netflix, YouTube, and pay-per-view could offer solutions to make movies more accessible.
She pointed out that a lot of local films are being produced but are not being shown due to the high costs of cinema distribution. “Yung sangkatutak na mga napu-produce pero hindi naman napapalabas [sa sinehan],” she added, stressing the importance of finding new outlets for these films.
While the local film industry faces challenges from high cinema costs and limited distribution, Senator Marcos and former Senator Ping Lacson both believe the Philippines can learn from South Korea’s entertainment success.
Lacson commended South Korea’s rapid rise in the global entertainment industry, noting how their films, TV shows, and music have reached not only Asian but also Western audiences. “We should learn a thing or two from the Koreans,” Lacson said. He noted that in just a short time, South Korea has made tremendous progress, not only in films but across the global entertainment world.
Marcos and Lacson both agreed that one of the key steps to boost the local film industry is reducing the taxes on Filipino films. This would help make the films more competitive and profitable. Marcos, who has long advocated for the arts, also mentioned that the Philippines recently created a Creative Industries Council, which aims to support creative sectors like film, music, and television.
“Ako yung nagtulak nung Creative Industries Law — na ngayon ay nagtatag na ng Creative Industries Council,” she said. She emphasized the importance of nurturing the talent already present in the country, as Filipinos are inherently creative. “Ang Pilipino ay talagang likas na artista: malikhain, may kultura,” she added, stressing that more investment is needed to develop this talent.
Another crucial point raised during the event was how countries like South Korea and China have limited the number of foreign films shown in their cinemas. This policy, according to Wilson Lee Flores, owner of Kamuning Bakery Café, has allowed their local industries to grow. He suggested that the Philippines could adopt similar measures to protect its own film industry. Flores also observed how Hollywood and other foreign movies have dominated the local market, making it difficult for Filipino films to thrive.
The discussions took place during the Pandesal Forum, an event tied to the celebration of “World Pandesal Day.” While the main focus of the day was the distribution of free pandesal and other food items to the poor, the conversation shifted to cultural topics, showing how food and culture are deeply connected. Flores even shared an interesting discovery: despite the common belief that pandesal came from Spain, it is actually unique to the Philippines. “Akala ko rin noon, katulad ni Senators Ping at Imee, akala ko sa Spain galing ang pandesal,” he said, noting that this unique Filipino bread should be promoted and celebrated.
Both Marcos and Lacson took the opportunity to fondly reminisce about their personal ties to the Philippine film industry. Marcos recalled how a young Vilma Santos once portrayed her in a 1960s family movie, while Lacson mentioned that actors like Robin Padilla and Rudy Fernandez had played him in films about his life. Despite their connections to cinema, both emphasized the need for stronger government support to ensure the industry’s survival and growth.
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