Filmmaker Jun Robles Lana took to social media to voice his concern over the rising cost of movie tickets during the 51st Metro Manila Film Festival (MMFF), saying it has deeply affected the movie-going experience of Filipino families. On January 1, the Call Me Mother director shared his sentiments on social media, reflecting how expensive cinema prices have changed the spirit of the long-running film festival.
In his post, Direk Jun recalled how the MMFF used to be a tradition that welcomed ordinary workers and their families, saying: “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. But today, a family of four would need at least ₱1,500 just to enter the theater, not including transportation or even a single bag of popcorn.”
READ: REVIEW: ‘Call Me Mother’ gives birth to a New Child Wonder
Based on website listings from cinemas in the National Capital Region, MMFF ticket prices range from around ₱360 to ₱670, depending on how premium the cinema and seat type is. In provincial cinemas, ticket prices start at around ₱295 and go higher depending on the venue and the film.
In his post, Lana warned that the continued rise in ticket prices has broader implications for the local film industry.
“By pricing the ordinary Filipino out of the theater, the industry hasn’t just lost customers, it has lost its soul. Cinema has shifted from a shared national culture to a middle-class privilege.”
He also referenced the controversial remark by Department of Trade and Industry (DTI), who previously claimed that ₱500 is enough for a traditional Filipino Christmas dinner. Using this context, the director emphasized the disconnect between cultural events and economic realities.
“You cannot promote a ‘National’ Film Festival while maintaining prices that exclude the nation. Until we admit that cinema has become a luxury that the ‘₱500 Noche Buena’ family cannot afford, we are simply watching the slow, expensive sunset of Philippine cinema.”
READ: Vice Ganda, Jun Lana reveal story behind Disneyland shoot in ‘Call Me Mother’ trailer
Lana, a familiar figure at the MMFF, has directed notable festival entries such as And The Breadwinner Is…, Becky & Badette, and Die Beautiful. This year, he returned to the festival with Call Me Mother, top-billed by Vice Ganda. The film earned multiple recognitions at the MMFF Gabi ng Parangal, including Third Best Picture, Best Actor for Vice Ganda, Best Child Performer for Lucas Andalio, and the Gender Sensitivity Award.
His 2024 MMFF film And The Breadwinner Is… also enjoyed massive success, grossing ₱460 million nationwide, while earning the Gender Sensitivity Award and a Special Jury Citation for Vice Ganda’s performance. Despite these achievements, Lana stressed that box office success does not erase the reality faced by many Filipino families who can no longer afford to watch movies in theaters.
Many Filipinos echoed Lana’s sentiments across social media platforms, agreeing that high ticket prices have discouraged families from watching films in cinemas.
“So agree with this direk! 450php cinema ticket without any popcorn or drink feels so unrewarding even if the movie is great. if this will go on talaga, parang under pallative care na lang ang movie industry dito... ugh,” one netizen wrote.
“True. The MMFF is part of the Filipino Christmas tradition. This is one time na sana ibaba ang ticket prices to 150 pesos. Tutubo pa rin naman ang cinemas kung dudumugin sila ng tao dahil affordable ang prices.” another shared.
“Totoo ito, ang dating libangan ng masang pinoy, naging choice na lang dahil sa mahal ng ticket, privileged na lang talaga ang pag nood ng sine na para bang reward na lang ang pag nood ng sine :((( nakakalungkot,” one expressed.
Netizens also called out various government and film development agencies for film as well as filmmaker associations and guilds for their review. Others even pointed out that with the rising ticket prices for Filipino films, they now prefer to watch the festival films on online streaming platforms with lower or free of cost.
As of this writing, MMFF organizers have yet to issue a direct response to the concerns raised about ticket pricing.
The MMFF is an annual celebration of Filipino cinema organized by the Metro Manila Development Authority (MMDA) in cooperation with the local film industry. The 51st edition officially kicked off with the Parade of Stars on December 19. This year’s eight official entries include I’mPerfect, Bar Boys: After School, Call Me Mother, Love You So Bad, Manila’s Finest, Rekonek, Unmarry, and Shake, Rattle and Roll: Evil Origins.
The MMFF runs from December 25, 2025 to January 7, 2026.