Lesser venues for Cinemalaya 2017, but hopefully more viewers | Inquirer Entertainment

Lesser venues for Cinemalaya 2017, but hopefully more viewers

/ 12:20 AM August 04, 2017

Chris Millado (front row, extreme right), Tony Boy Cojuangco (center) with Cinemalaya organizers and filmmakers —LYN RILLON

In terms of venues, less is more for this year’s Cinemalaya Independent Film Festival.

“Lesser cinemas, but hopefully more people this time,” said Cinemalaya festival director Chris Millado.


From 2016, the screenings in Ayala Center in Cebu City and Solenad-Nuvali in Sta. Rosa, Laguna were discontinued this year due to low attendance. It was the first time Cinemalaya had a venue in the Visayas.


“We thought Cebu was going to be a breakthrough. First day screenings were free, and there was a very long line. They enjoyed it. They were cheering. But on the second day when tickets were for sale, there were only six to eight people. It means they were not willing to pay for noncommercial films. We’re only reaching the intelligentsia and the students,” Millado recalled.

“It’s sad because compared to others, Cebu has a bigger number of moviegoers, and they have a tradition of filmmaking, ‘di ba?” he added. Based on data from last year released by Millado’s office to the Inquirer, of the maximum seating capacity of 9,042, Cebu had a total of 1,366 moviegoers, or only 15 percent. The festival ran from Aug. 9 to 14, or six days, at Cinema 5 of Ayala Center Cebu.

“What does it tell us? We still have a long way to go in terms of audience development and education outside Metro Manila. We have lots of ground to cover,” Millado said.

The shorter time period in Cebu couldn’t be a factor. In the case of Soledad-Nuvali in Sta. Rosa City, Laguna, where Cinemalaya films were screened for nine days, out of the projected audience attendance of 7,164, it gathered only 1,328 moviegoers, or about 19 percent.

In Metro Manila, the 12th Cinemalaya ran from Aug.6 to 14 at its home—the Cultural Center of the Philippines—and its satellite venues at Ayala Cinemas.

People usually flock to the CCP because it has eight venues where there are simultaneous screenings of films in competition, lectures and special showing of previous winners, documentaries and the classics.


“And when you step out of the theater, there’s a big possibility you’ll bump into the directors, actors of the films you’ve seen or about to watch,” Millado explained.

But last year, of the projected 82,321 moviegoers, CCP had 46,998, or an equivalent of 57 percent. The satellite venues in Metro Manila were Glorietta 4 and Greenbelt 1 in Makati City; TriNoma, UP Town Center and Fairview Terraces in Quezon City.

Glorietta 4 had the biggest number of moviegoers. Of the maximum seating capacity of 7,128, it attracted 5,740, or a total of 81 percent. Greenbelt 1 followed with 60 percent. Of the projected 7,164 maximum capacity, it had 4,890.
In Quezon City, UP Town Center had the highest with 51 percent, TriNoma with 41 percent and Fairview Terraces had the lowest, at 19 percent.

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This year, Cinemalaya is venturing a bit up north with the inclusion of MarQuee Mall in Angeles City, Pampanga.
The 13th Cinemalaya screenings will start tomorrow until Aug. 13.

TAGS: Chris Millado, Cinemalaya, Entertainment, news

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