Filmmaker Jun Robles Lana voiced his frustration about how expensive going to the movies has become, saying it’s slowly pushing ordinary Filipino families out of cinemas, especially during the ongoing Metro Manila Film Festival (MMFF).
The 51st edition runs until January 7, 2026.
Lana shared his thoughts on social media, saying the MMFF used to be known as “the people’s festival,” but now feels out of reach for many Filipinos. He stressed that a national film festival should be accessible to everyone, not just a select few.
“For decades, the MMFF was the “people’s festival.” It was the one time of year when ordinary workers took their children to the mall to see their idols,” wrote on X.
He pointed out that a simple family movie outing is no longer affordable. According to Lana, a family of four would need at least ₱1,500 just for tickets alone, not including food or transportation. Because of this, he believes cinema has stopped being a shared experience and has become something only certain people can afford. “Cinema has shifted from a shared national culture to a middle-class privilege,” he said.
Despite directing this year’s box-office leader “Call Me Mother,” Lana remains critical of rising ticket prices. The film topped the 51st MMFF and won awards including Third Best Picture, Best Actor for Vice Ganda, Best Child Performer for Lucas Andalio, and Gender Sensisity Award. Lana has also directed past MMFF entries such as “Die Beautiful” and “Kahapon, Ngayon, Bukas.”
Still, he warned that high prices are hurting the soul of the industry. “By pricing the ordinary Filipino out of the theater, the industry hasn’t just lost customers, it has lost its soul,” Lana said.
He also referenced a controversial statement by Department of Trade and Industry Secretary Cristina Roque, who previously claimed that ₱500 is enough for a Filipino family’s Noche Buena. Lana said, “Until we admit that cinema has become a luxury that the ‘P500 Noche Buena’ family cannot afford, we are simply watching the slow, expensive sunset of Philippine cinema.”
Many Filipinos agreed with Lana’s sentiments online, with some criticizing the MMFF for becoming less accessible, while others noted that streaming MMFF films has become a cheaper and more popular alternative.
