The 51st Metro Manila Film Festival (MMFF) has been a topic of intense discussion this season, specifically regarding why its total gross sales appear to be lower compared to previous “golden” years. While the 2023 edition (led by Rewind) set a record-breaking P1.069 billion mark, and the 2024 edition reached its P800 million target, the 2025 turnout has been met with mixed results and a notably more cautious audience. According to Ogie Diaz, the gross sales of MMFF after its 6-day run are around 350 million only. Comparably lower to previous years.
I recently posted a thought on X (formerly Twitter) about the low turnout for this year’s festival, and honestly, the response was overwhelming. For me those are valid responses! The replies didn’t just give me numbers; they gave me a raw look at why the local film industry is struggling to get people back into those theater seats.
After reading through hundreds of your comments, here is what I’ve gathered—and I think we can all relate. First, watching a movie isn’t the affordable family bonding activity it used to be. One user really hit home, saying, “Mahal na din kasi ng ticket.
Some pointed out that the films are being sold to streaming apps ASAP. Why spend a week’s grocery budget on tickets and snacks when you can just wait? “As many of you pointed out, the convenience of Netflix, Prime Video, or Disney+ is a massive competitor. If a family of five goes to the mall, the cost of tickets and popcorn can easily feed them for days.
Also, the MMFF committee decided to hide the daily grosses to prevent “bandwagoning.” I’ll be honest—I think this might have backfired. Without that “Top 1” hype, the momentum died down. One reply noted: “Ang momentum is nasa 1st week… nawawalan na din ng hype.” People love being part of a hit, and without the numbers, the “must-watch” energy felt missing.
Related: Here are the complete list of winners of 2025 MMFF:
It’s not just about the money; it’s about the people inside. I saw so many complaints about “undesirable characters” in the cinema—people talking, phones glowing, and the dreaded seat-kicking. If the theater staff won’t manage the crowd, why would we pay to be annoyed for two hours?
While reviewers (myself included) are happy to see better filmmaking, there’s a clear divide. Some of you argued that the general Filipino audience isn’t looking for “prestige” cinema during the holidays—they want comedy, horror, and aswangan. There’s a fear that in our push for quality, we’ve lost the “fun” factor that brings in the crowds.
MMDA Chairman Don Artes mentioned they went back to an eight-film format to give movies more screen time, and they still consider the festival a “success” for Filipino artistry.
But from where I’m sitting—looking at your replies—it’s clear that “artistry” isn’t enough. Until we fix the actual cinema experience, from the sky-high ticket prices to the lack of etiquette in the dark, the MMFF is going to keep struggling to bring the masses back.
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