In a strategic move to rejuvenate the Filipino film landscape, the Movie and Television Review and Classification Board (MTRCB) teamed up with Ayala Malls and the Film Academy of the Philippines (FAP) for the grand unveiling of the “Balik Sinehan” campaign at Trinoma Malls Cinema, Quezon City, on Christmas Day.
Watch our Facebook live coverage of Njel De Mesa’s ‘Must Give Us Pause’ along with the launch of MTRCB’s “Balik Sinehan” campaign: https://www.facebook.com/cinemabravo/videos/303276626041185
Highlighting the challenges confronting the industry, MTRCB Vice Chairman Njel De Mesa, a seasoned film producer, emphasized the declining revenue and dwindling cinema attendance. He pinpointed the surge of affordable streaming platforms as a significant obstacle. “While technology offers convenience, the local film sector and cinemas grapple with recovery post-pandemic. They necessitate our collective support,” De Mesa remarked.
Moreover, the MTRCB showcased the lineup for the 49th Metro Manila Film Festival (MMFF). Mall visitors and media representatives received comprehensive guidance on film classifications, spanning from G (General Audience) to PG (Parental Guidance) and R-13 (Rated-13). They were also enlightened about the essence of “Responsableng Panonood” (Responsible Viewing).
MTRCB Chairperson Lala Sotto expressed, “The joy of watching movies with loved ones is unparalleled. This Christmas, MTRCB, FAP, Movie Workers Welfare Foundation, Inc. (MOWELFUND), and Ayala Malls unite to emphasize the communal spirit inherent in cinema. Beyond entertainment, we safeguard the livelihoods of countless industry professionals.”
Notable figures like FAP’s Raymond Diamzon and Emilio “Toby” Dollete, along with artists from NDM Studios – Shaneley Santos, Cheska Ortega, and Ivan Padilla, graced the occasion, echoing their support for MTRCB’s vision.
Concluding the event, Sotto, De Mesa, and MTRCB Board Members including Atty. Cesar Pareja, Mark Andaya, and Neal Del Rosario rallied viewers to wholeheartedly back all 10 film festival contenders.
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