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Market research on why local films flop

/ 12:05 AM June 20, 2017

A market research will be conducted during the weeklong run of “Pista ng Pelikulang Pilipino” in August “to understand the kind of films local audiences flock to,” Film Development Council of the Philippines Chair Liza Diño said.

“There were a lot of local films that flopped recently,” Diño observed. “We want to know why.”

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The FDCP is the organizer of the event to be held from Aug. 17 to 22 and to be participated in by 700 movie theaters nationwide.

An Audience Choice Award will be given to the most popular film after the initial three-day screening. “We will also give trophies for best actor and actress, as chosen by the audience itself,” she added.

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Diño said that the agency was “careful” not to call the nationwide event a “festival.”

“It isn’t a competition but a celebration of films,” she explained to the Inquirer. “It isn’t just for festival audiences. The ‘Pista’ is something that both regular moviegoers and film enthusiasts can appreciate.

“The project aims to encourage local producers to make more movies. Since your film will be screened in commercial cinemas nationwide, you’re also expected to invest in marketing and promotions—and profits will go to the producers, cinema operators and the local government units.”

Entries carry themes that are “reflective of Filipino sensibilities and culture, and with wide audience appeal.”—MARINEL CRUZ

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