MM cinema operators urged to support ToFarm film fest to reach wider audience
Tara Illenberger’s “High Tide”
We want to reach as many people as possible,” said Maryo J. delos Reyes, festival director of the 2017 ToFarm Film Festival in appealing to cinema operators in Metro Manila to allot more movie houses to the festival that begins on July 12.
For now, the festival will be shown in only six cinemas: SM Megamall, SM Manila, Greenbelt, Gateway Mall, Robinsons Galleria and Robinsons Metro East.
“The festival is our humble way of contributing to the industry. We’ll consider it a pat on our back if they grant our request. We need the theaters. They are our outlets,” said Delos Reyes in his speech at a recent media gathering attended by ToFarm chief advocate Milagros How, participating directors and their respective cast members.
“We also seek the help of everybody in bringing the audience in. We promise that these films are worth watching,” Delos Reyes said of this year’s finalists, namely: Topel Lee’s “Baklad,” Tara Illenberger’s “High Tide,” Jason Paul Laxamana’s “Instalado,” Vic Acedillo Jr.’s “Kamunggay,” Byron Bryant’s “Sinandomeng” and Joseph Abello’s “What Home Feels Like.”
“We have to help new producers like Mrs. How, otherwise this industry will not progress. It doesn’t help that culture does not seem to be the focus of the current administration but security, drugs and poverty alleviation,” he pointed out. “We have to do our share in promoting culture. We need to cultivate more audiences by encouraging those who are into new media—like tablets and cell phones—to put down their gadgets and go to the cinemas to watch our movies.”
Aside from its weeklong run in Metro Manila, the participating films of the 2016 edition were also screened in Nueva Ecija, Pampanga, Davao and Cebu. “We’re hoping to bring ToFarm to Bohol this year in time for the Sandugo Festival in July,” said Delos Reyes.
Delos Reyes added that, surprisingly, many farmers came to see the films when they were shown in the provinces last year. “They told us that it was worth the trip and that they could relate to most of the stories. Some would even pitch their stories to us,” the TV and film director beamed.
ToFarm will pay tribute to movie celebrities who have gone into farming at the July 11 opening ceremony at the Novotel Hotel. They are Christopher de Leon, Lorna Tolentino, Tirso Cruz III, Niño Muhlach, Gary Estrada and Eagle Riggs.
“This is an innovation of this year’s edition. We will give plaques of recognition to artists who have chosen farming as a second career,” he reported.
Prior to the ceremony, there will be a screening at 3 p.m. of Gerry de Leon’s 1975 masterpiece, “Banaue: Stairway to the Sky,” starring Nora Aunor, Christopher de Leon and Ronaldo Valdez.
“Except for Nora, these actors have all promised to join us on that day. I hope Ate Guy (Aunor’s nickname) will be able to fix her schedule. It would be nice to see her wearing traditional Igorot [clothes] again, just like in the film,” Delos Reyes said.
