Bela Padilla spent the country’s first National Cinema Day, where its organizers hoped Filipinos would be — at the movies.
The actress visited different cinemas on Sept. 12 and joined audiences for the nationwide celebration. Anne Curtis, Barbie Forteza, Karylle, Sassa Gurl, Michael Sager, Anton Vinzon and Mon Confiado were among the other artists who encouraged Filipinos to take part.
Their support helped draw attention to an occasion built around the people who keep cinemas going. Across more than 100 participating theaters, moviegoers could watch current releases and selected earlier titles for P100 a ticket. For families and friends, it was an opportunity to spend a day at the movies together.
The Cinema Exhibitors Association of the Philippines (CEAP) organized National Cinema Day as a thank-you to audiences who continue to choose theatrical releases. But the event also came at an important time for the industry.
Cinemas took a significant blow during the Covid-19 pandemic. Since then, they have also had to contend with the rapid growth of streaming services and the changes these have brought to viewing habits. National Cinema Day gave audiences a reason to return to theaters and rediscover the experience of watching a film with other people, from the anticipation before it begins to the reactions shared inside the cinema.
“The incredible response to National Cinema Day shows that cinema remains a vital part of Filipino culture,” CEAP President Irene Jose said. “Seeing packed theaters, families and friends enjoying films together, and audiences embracing the big-screen experience reaffirmed the enduring appeal of moviegoing.”
Jose thanked everyone who helped make the event possible and said CEAP remained committed to developing initiatives that support the industry and enrich the moviegoing experience.
The undertaking brought together exhibitors, producers, distributors, artists, media organizations and other industry partners. It also had the support of the Film Academy of the Philippines, the Film Development Council of the Philippines, the Movie and Television Review and Classification Board, and the Metropolitan Manila Development Authority through the Metro Manila Film Festival.
Padilla’s cinema visits brought artists and audiences together during the celebration, while the other stars helped spread the invitation to return to theaters. National Cinema Day put the spotlight on both sides of the screen: the people who make films and those who take their seats to watch them.
Following the response to the inaugural event, CEAP hopes to create more opportunities to bring audiences back. The P100 tickets lasted just one day, but the celebration’s larger aim was to make a trip to the movies something Filipinos would want to repeat.