MMFF extends theatrical run as post-holiday demand boosts ticket sales

The 51st Metro Manila Film Festival (MMFF) has extended its screenings until Jan. 14 following a surge in audience turnout after the holidays.

The annual filmfest was supposed to end last Jan. 7.

In a TV interview, Metropolitan Manila Development Authority (MMDA) chairman Romando Artes affirmed that the festival remains a “success,” despite posting a significant decline in overall gross compared to last year’s festival.

According to reports, the 51st edition of the MMFF fell short by P100 million in total ticket sales versus the previous edition.

However, he noted that box-office performance improved significantly after the holiday break, generating higher demand and stronger ticket sales for most of the festival’s eight official entries.

Though they didn’t release any official figures, Artes proudly noted that for the first time in the history of the filmfest, seven out of the eight entries surpassed the eight-digit mark in gross receipts.

“Kaya ko nasabi na successful, kasi seven out of eight movies lumampas sa eight digits yung gross receipts nila, which is first time na nangyari. During the previous years, isa o dalawa lang ang eight digits, tapos yung iba pababa na,” he said.

With the festival’s theatrical run extended for an additional week, MMFF complimentary passes will likewise remain valid for the extended screening period.

“We’re going to extend it until Jan. 14. Compared to last year, on a daily basis mas mataas ‘yung gross. As in mataas, malaki pa. So we’re extending it for another week,” he explained.

MMFF spokesperson Manuel Noel Ferrer echoed Artes’ statement, posting on Facebook: “The Metro Manila Film Festival (MMFF) 2026 has shown promising signs of recovery, with post-New Year box-office grosses surpassing those of the previous year. Despite falling short of last year’s overall earnings, the festival has seen an increase in audience turnout, a testament to the power of positive word-of-mouth and the return of moviegoers from their holiday breaks.”

Artes also acknowledged other factors that may have affected ticket sales, including reduced consumer spending.

“Medyo mababa ang consumer spending natin ngayon. Ang pelikula, among the priorities, hindi talaga siya priority,” the chairman pointed out.

Artes also touched on the absence of films catering to children in this year’s lineup: “Siguro, walang pambata ngayon eh. ‘Yung festival na ito, it’s a mix of commercial and artistic films. In the previous edition, it was more commercial. Now, you see an increase in artistic value among the films, which I think affects their commercial value.”

Addressing renewed discussions on cinema ticket prices, Artes said he believes ticket costs should remain affordable for the general public.

The MMFF said its primary goal is to appeal to producers and the Cinema Exhibitors Association of the Philippines (CEAP) to review and consider lowering ticket prices. The festival is also exploring options for group or family discounts.

“For me personally, (watching a film on the big screen) should not cost more than P300,” Artes said. “That’s one thing that can be considered. For example, if the ticket is priced at P400, let’s make it P600 for two, so that families will be more encouraged to watch.”

“The MMFF will continue its dialogue with CEAP on how to make movie-watching more accessible — and we may explore offering incentives (for volume sales or promo bundle schemes),” added Ferrer.

The issue of rising ticket prices resurfaced following a critical commentary by filmmaker Jun Robles Lana, director of MMFF entry “Call Me Mother,” who pointed out that increasing cinema costs are gradually discouraging ordinary Filipino families from going to theaters, particularly during the MMFF season.

Nevertheless, the CEAP, through its president Irene Jose, earlier told The STAR that focusing solely on the ticket pricing “risks oversimplifying a much deeper, structural challenge facing theatrical exhibition today,” citing other issues such as shortened theatrical windows, streaming-first mindsets and rampant piracy.