In his speech at the Cine Expo 2024, Senator Tito Sotto emphasized the essential role of cinema in society and called for a united effort among all stakeholders to support Filipino cinema.
Cinema serves as a powerful medium for storytelling, offering a venue to express ones’ ideas or stand on social issues. As someone who is part of the entertainment industry — both as an actor and producer, we have the privilege and responsibility to breathe life into characters that will touch the souls of viewers. It is incumbent upon us to personify characteristics, attitudes, an era, or sometimes inanimate objects just to convey a message that would resonate with audiences regardless of age, belief, or sometimes even nationality. Thus, we must uphold the integrity of our craft and use our platform to amplify voices that might otherwise go unheard,” this is how Senator Tito Sotto opened his talk at the Cine Expo 2024 of the Cinema Exhibitors Association of the Philippines at Robinsons Galleria.
He went on saying, “I am fortunate enough to not only play a role in a movie but also take on the responsibility of ensuring that the industry and everyone in it are protected through legislations, and that the pressing issues tackled in this art form be properly addressed.
Being someone from the ‘inside’ before being a public servant, I became aware of the concerns of the movie industry and use them as the driving force in proposing and advocating for some industry-specific bills, like the creation of the Film Development Council of the Philippines in 2002 and the Optical Media Board, through the Optical Media Act of 2003, among other pieces of legislation.”
“Now, as a father, and a grandfather, I recognize the invaluable role cinema plays in shaping the minds and values of future generations. Films serve as a window to the world, exposing children to diverse cultures, perspectives, and experiences. Films have the ability to educate, entertain, inspire young minds and even influence their career choices. It is imperative that parents play an active role in guiding their children’s media consumption, ensuring that they are exposed to content that is both enriching and age-appropriate.
“In closing, cinema is not just a form of entertainment; it is a reflection of who we are as a society and a source of inspiration for generations to come. Let us recognize the immense value of cinema and work together to ensure that it continues to thrive as a medium for creativity, expression, and cultural exchange.”
Corollary to her father’s efforts, MTRCB Chairperson Lala Sotto-Antonio underscored the initiatives of her agency and the cinemas, and the importance of working hand in hand for a better industry.
“Collaboration,” Lala said, “has been key to our recovery. By working hand in hand with the government, we have made significant strides in revitalizing the film industry. This collaboration is not just about economic recovery; it is about helping society move forward.
When the film industry is successful, more people are secured in their jobs, contributing to the overall well-being of our nation. During the pandemic, our film industry faced unprecedented challenges, with productions halted and cinemas closed. Yet, we persevered, finding innovative ways to continue creating and sharing stories. I must say that the year 2023 marked a significant milestone in our recovery, with one film becoming the highest grossing Filipino film of all time. This achievement not only highlights the strength and creativity of our filmmakers but also the unwavering support of the Filipino audience. It is a clear indication that our film industry has not only recovered but is now on a robust path to growth. However, recovery is not the only goal we should aspire to achieve. We must strive to make our content more meaningful, resonating deeply with Filipino values and experiences. Our films should not only entertain but also inspire, educate, and provoke meaningful conversations, while ensuring respect for diverse representations, reflective of the collective aspirations of our countrymen.”
“This aligns with our broader goals under the 2023-2028 Philippine Development Plan.
Values of unity, resilience, and progress resonate deeply in our initiatives to fuel the national economy. This is where your MTRCB comes in, we are not just a regulatory body; we are your partner in the film and television industry, dedicated to protecting Filipino viewers. Our mission ensures that content is appropriate and aligns with our Filipino cultural values.”
Chair Lala outlined some of MTRCB’s much-awaited projects in support of the industry.
“First, we will introduce R13 ratings for film trailers inside cinemas, catering to more diverse content beyond the PG classification. Consultations with producers and exhibitors will ensure this policy benefits creators and viewers.
Second, this year, we will launch a new Mobile App that will align with the booking schedules of the CEAP. This app will help Filipino viewers make informed decisions about their film choices, offering a more personalized and convenient viewing experience,” she said.
“Lastly, the MTRCB remains steadfast in supporting the local film and television industry.
Hand in hand, we will continue to invite people to celebrate the unique communal Filipino viewing experience through our “Tara, Nood Tayo” campaign. Together, let us embrace a culture of responsibility and malasakit, ipagpatuloy natin ang pagiging advocates ng Responsableng Panonood tungo sa Bagong Pilipinas!”
The Cine Expo this year was attended by producers, theater personnel and the film supporters who are waiting for good content not only from Hollywood but from our local filmmakers as well. CEAP also recognized film productions and key actors who contributed a lot in boosting box-office sales during the previous year – the best post-pandemic figures we’ve had so far.
Moreover, Metro Manila Film Festival Chairperson Atty. Don Artes was very grateful and hopeful as regards to their partnership with CEAP. He said, “It is truly a privilege and honor to address this esteemed gathering, especially during this momentous occasion as we celebrate the 50th anniversary of the MMFF. Let us take this opportunity to express our deepest gratitude to all cinema operators who have been part of our journey. Throughout the years, cinema operators have played a pivotal role in supporting the MMFF and providing a platform for our Filipino films to reach wider audiences. Your unwavering commitment to showcasing Filipino films, both during the festival and throughout the year, has been instrumental in promoting and preserving our local film industry. Your dedication to creating exceptional viewing experiences for moviegoers has helped bring our stories to life on the big screen and connect audiences on a profound level.
“Looking ahead, as we embark on the next 50 years of the MMFF, I am confident that with the continued support and partnership of cinema operators like you and all the stakeholders, we will be able to further strengthen our industry, showcase even more diverse and fascinating stories, and continue to captivate audiences both locally and international.”
May this be the start of the many discussions, consultations and collaborations among film industry stake holders so we can encourage more people to watch movies in the cinemas once again beyond the holiday season.
