MTRCB's 'Balik Sinehan' ignites hope for Filipino Cinema's Revival

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Jan 5

In a bid to help reinvigorate the Filipino film industry, the Movie and Television Review
and Classification Board (MTRCB), in collaboration with Ayala Malls and the Film

Academy of the Philippines (FAP), launched the "Balik Sinehan" initiative on Christmas
Day at the Trinoma Malls Cinema in Quezon City.

MTRCB Vice Chairman Njel De Mesa, who is also a film producer, provided valuable insights into the persistent challenges faced by the film industry such as revenue decline and foot traffic in cinemas aggravated by the growing popularity of streaming platforms.

"This is not to say that technology is bad—however, with the rise of accessible and competitively-priced streaming platforms, it has been difficult for the local film industry as
well as cinemas to recover post-pandemic and they need our help," De Mesa said.

Aside from the call-to-action event, the MTRCB promoted the film slate of the 49th Metro Manila Film Festival (MMFF). Mallgoers and members of the press were given a guide on
the age ratings of this year's entries ranging from G (General Audience) to PG (Parental Guidance), to R-13 (Rated-13). Similarly, audiences were also apprised of the need to
practice Responsableng Panonood (Responsible Viewership.)
"Iba pa rin ang panonood ng sine kasama ang pamilya at mga kaibigan, that's why the MTRCB,

FAP, Movie Workers Welfare Foundation, Inc. (MOWELFUND), and Ayala Malls are
here on Christmas day to encourage everyone to come and experience the familial and communal experience that is unique to watching movies on the big screen. More than the
entertainment value, we help protect the livelihood of those who work in the industry." said MTRCB Chairperson Lala Sotto.

FAP Special Projects Officer Raymond Diamzon, FAP Admin Secretary Emilio "Toby" Dollete, and Atty. Aundre Dollete, NDM Studios artists Shaneley Santos, Cheska Ortega,
and Ivan Padilla were present to show support for the MTRCB.
As the event came to a close, Sotto, De Mesa and MTRCB Board Members Atty. Cesar Pareja, Mark Andaya and Neal Del Rosario called on the viewing public to lend warm support to all 10 festival entries.