MMFF 2024: Change in viewer behavior, word of mouth come into play

The posters of the Metro Manila Film Festival (MMFF) 2024 entries. Images: MMFF/Facebook

Among the factors considered in the selection of 2024 Metro Manila Film Festival (MMFF) entries were changes in viewer behavior, word of mouth, and how filmgoers would spend their money in theaters, according to the festival’s spokesperson Noel Ferrer.

“It’s a learning from the past. Dati, first day pa lang, lahat ng pera ng mga tao napupunta sa (Before, people would spend their money on the) Metro Manila Film Festival. Now, it seems like people are waiting for good reviews before they spend,” Ferrer told INQUIRER.net in a chat on the sidelines of a press conference in Quezon City.

According to the MMFF spokesperson, the biggest earnings garnered from the 2023 MMFF happened on New, Year and its latter half. “The biggest spending last year was not Christmas Day. Diba dati, pag napamaskuhan, ‘yun agad ang gagamitin nila pang-sine.”

“The highest grossing days were New Year and the latter part of the film festival. Filmgoers are waiting for good word of mouth, ‘yung tipong yayakagin ka ng buong barkada at pamilya para manood.”

(The biggest spending last year was not Christmas Day. Before, people would use their Christmas money for the cinema. The highest-grossing days were New Year and the latter part of the film festival. Filmgoers are waiting for good word of mouth, like when your friends and family would encourage you to watch certain films.)

MMFF 2024 Parade of Stars | Image: INQUIRER.net/Jessica Ann Evangelista

These factors, according to Ferrer, tipped the scales in favor of the MMFF 2023 entry “GomBurZa” which starred Cedrick Juan, Enchong Dee, and Dante Rivero. He also noted that the MMFF 2022 entry “Deleter,” which starred Nadine Lustre, beat Vice Ganda’s “Partners In Crime” in the box office at some point.

“May reinvention nang nangyayari. Hindi lang sa mga artista, kundi sa mga pelikula talaga (There’s a reinvention happening. Not only in the artists but also in the films),” he said. “Maganda ‘yun ngayon na walang formula (It’s nice that there’s no formula). The people are able to explore other means of storytelling. And we’re happy that there are strong entries this year.”

While Ferrer acknowledged the pressure to beat last year’s box office record of P1 billion, he said that the apparent shift in this year’s lineup would encourage “new people to watch films in the cinema.”

“We’ll never know who’ll top the box office! Before, we’re sure who would top the box office. Now, we’re not sure. Which is good because there is an equal chance,” he said.

“Ang dali ng access natin online. So now, we hope to attract more people na hindi karaniwang nanonood na pumunta sa sine. There’ll be talkback sessions also. So, we encouraged the producers to not only have fans’ days but to really interact with the audiences and meet the people where they are,” Ferrer further explained.

(We have easier access online. So now, we hope to attract more people who are usually not fond of watching films in the theater to see them. There’ll be talkback sessions also. So, we encouraged the producers to not only have fans’ days but to really interact with the audiences and meet the people where they are.)

On the lack of full comedy

This year’s entries were all about variety which suits the varying tastes of filmgoers, according to Ferrer.

While Vice Ganda’s “And the Breadwinner Is…” has comedic elements, he pointed out that it’s a conscious effort on the actor-comedian’s part to do a “different kind of comedy.”

The Metro Manila Film Festival unveils the second batch of its entries, completing its lineup for this year. INQUIRER.net/ Faith Argosino

“‘Yung pinagtatawanan ng mga tao, nag-iba na rin… hindi na ‘yung nakasanayan na slapstick and improvisation,” he said. “So it’s a different kind of comedy. And I guess it has evolved somehow. It’s good.”

(What people find funny has changed. People don’t rely too much on slapstick and improvisation anymore. So it’s a different kind of comedy. And I guess it has evolved somehow. It’s good.)

This year’s entries include “Green Bones,” “Isang Himala, “Uninvited,” “The Kingdom,” “My Future You,” “Hold Me Close,” “Topakk,” “Espantaho,” “Strange Frequencies: Taiwan Killer Hospital,” and “And the Breadwinner Is…,” which will run from Dec. 25 to Jan. 7, 2024.