Filmmaker Jun Lana has pointed to the rising cost of cinema tickets as a major reason behind the lack of strong audience support for entries in the recent Metro Manila Film Festival, saying affordability has become a growing barrier for Filipino moviegoers.
In a public statement, Lana said many families are now more cautious about spending on entertainment, especially during the holiday season when household expenses are already high. With ticket prices significantly higher compared to previous years, going to the movies has become less accessible for a large segment of the public, particularly for groups and families.
Lana stressed that local films continue to face tough competition not only from international releases but also from alternative entertainment options such as streaming platforms. When combined with expensive ticket prices, he said this creates a challenging environment for Filipino filmmakers trying to attract wider audiences.
The filmmaker emphasized that audience interest in local cinema remains present, but economic realities heavily influence viewing decisions. He noted that even well-reviewed films can struggle at the box office if potential viewers feel that the cost of watching in theaters is no longer practical.
Industry observers echoed these concerns, pointing out that inflation and higher operational costs for cinemas have contributed to increased ticket prices. However, they also warned that sustained high prices could further weaken cinema attendance and affect the long-term viability of local film festivals.
Lana called for broader discussions among stakeholders, including producers, exhibitors, and regulators, to explore ways to make cinema more affordable and accessible. He said supporting Filipino films requires not only quality storytelling but also pricing structures that encourage audiences to return to theaters.