Liza takes steps to save film industry

Film Development Council of the Philippines (FDCP) chair Liza Diño is not one to turn a deaf ear when it comes to issues regarding the present situation of the local film industry. Truth is, she has already laid out the film governing agency’s line-up of activities for this year and announced that several projects are already in the development stage and, as expected, there are still few on the drawing board that would have to wait for the allocation of budget.

Several days ago, the situation of the local film industry became hot topic after director Erik Matti’s social media post turned viral. It was in regards to his observation that the local film industry is in an alarming state, given the unfavorable box-office results of local movies in spite of the promotional fanfare. He, too, pointed out that hundreds of movies are being made now but no one is really doing good business including big film outfits.

Liza addressed the issue in a media gathering and said, “The decline of cinema is a global trend not only here in the Philippines but also in other parts of the world because of the new platforms (where) people are consuming their films online. Ang ginagawa po ng FDCP in terms of supporting our filmmakers is that we are opening them up to the concept that films need not just be consumed in cinemas, that they need not only to look at cinemas when they do films because (nowadays) content is content regardless of platform. So, that is what we have been doing in the last three years — creating this avenue for them.”

In terms of attracting audience, Liza said it would be good for the stakeholders, producers, filmmakers and FDCP to sit down, talk and come up with a collective solution like lowering ticket prices, creating promos and activities that can drive everyone to the cinemas.

Liza also believes that the quality of the films is another concern. “Ang nangyayari po ngayon pababa ang budget ng mga pelikula imbes na tinataas natin ang kalidad kasi yung mga kalaban natin na foreign films ang tataas ng budget at quality.

“Films are being imported in the country and they have (their) own standards and you as a consumer, you will not say that you are going to watch a Filipino film because you are a patriotic. We are not like that. People will watch whatever they want because it’s their money. That’s why we have to think paano natin itataas ang quality ng pelikula natin kasi ang kalaban mo Hollywood with, say, a hundred million budget. So, we should come up with something that is at least incomparable to the competitor.”

Liza also sees the lack of “all-out” promotion of some films and, eventually, they suffer that dreadful first day, last day screening experience in cinemas.

“Even if your film is excellent but the audience doesn’t know about it (then) how can they watch your film? Right now, it’s always a challenge for us. ‘Yung ibang bansa ‘yung marketing ng pelikula nila is 1/3 of their budget. I know ‘di kaya gawin sa atin but we should take steps like the biggest film Hows of Us (the Kathryn Bernardo and Daniel Padilla starrer), (it) has the machinery to get that wide of an audience.” Clearly, promotion is a big factor.

Incidentally, The Hows of Us was among the FDCP Camera Obscura awardees. The awarding happened last Feb. 10 during the Film Ambassadors Night where FDCP recognized films, filmmakers and artists whose outstanding achievements and breakthroughs have inspired the local film industry to aspire for greater heights. Other recipients were Kidlat Tahimik and Bianca Balbuena. 

Liza said there will be lots of activities in the coming days in celebration of 100 years of Philippine Cinema. Among FDCP’s special projects include Berlinale Native, Pista ng Pelikulang Pilipino 2019, First Cut Lab, Film Industry Conference and National Registry. For film development, it has FDCP Film School, Festival Development Assistance Program International Film Studies Assistance Programs and Special and Private Partnerships.

On family life, Liza hopes that she is ready to be a mom to her and husband Ice Seguerra’s child after the procedure of harvesting Ice’s eggs was done and the sperm donor — from a Caucasian — was selected. The donor’s eggs will then be transported to Malaysia “for fertilization then implantation will either be done here or in Malaysia. How did we select? Parang dating site, may profile, so we chose ‘yung matangkad at kamukha ni Liam Hemsworth and he’s a six-footer.”