Boss Vic’s next act after 45 years: More films and musicals

MANILA, Philippines — After nearly 45 years in the film industry, Viva Entertainment big boss Vic del Rosario Jr. is far from slowing down.

Receiving a Lifetime Achievement Award from the Film Development Council of the Philippines (FDCP), during the closing ceremony of the Philippine Film Industry Month (PFIM), appears to have given the veteran producer even more reasons to keep moving forward — with more films and an expanding slate of stage musicals.

“Sixty years na ako sa music business and almost 45 years na ako sa pelikula. Pero hanggang ngayon, excited pa rin ako sa bawat bagong proyektong ginagawa namin,” Boss Vic said in his acceptance speech.

The Viva founder and starmaker made that clear when he spoke about keeping Viva’s filmmaking machinery going for decades more.

“Forty-five years, we’ve done 1,000 films and Viva is committed for the next 50 years, with my children na kasama kong tutulong to do 50 more years of filmmaking,” he said.

In a post-awarding interview with The Philippine STAR and other entertainment press, Boss Vic was asked about what he felt about receiving the honor.

“Masaya, siyempre,” said the starmaker, whose fellow awardees were screen legend Hilda Koronel, who was represented by her manager Shirley Kuan, and the late Tito Genova Valiente, the educator, public anthropologist and former chair of the Manunuri ng Pelikulang Pilipino.

“It’s very important coming from the Film Development Council, so parang (it came from the) industry.”

Boss Vic said that despite the ups and downs of the movie business, Viva stays committed to producing films.

“Syempre may mahina, may blockbuster. Ganun talaga,” he said, adding that what matters to him is continuing to churn out films even when some projects perform better than others.

Boss Vic is joined by his children Vincent, Veronique, Valerie and VR, his grandchildren, and partner Joanne Quintas.

He also stressed that an award was never the reason he entered the industry in the first place.

“Alam mo, nung syempre pumasok ka sa negosyo na ’yan, ’di naman para makuha ang award. Syempre negosyo ka lang, kumita,” he said.

“Ang bonus, ’yung ganun talaga minsan, lalo na coming from industry. I’m very grateful.”

But while films remain at the core of Viva’s business, Boss Vic is also setting his sights on more musical theater.

One ongoing project is “Bongga Ka, ’Day!: The Annie Batungbakal Musical,” a stage production in partnership with The Philippine STAR and Newport World Resorts, starring Atasha Muhlach and featuring the songs of iconic OPM band Hotdog.

Boss Vic revealed that other musicals are already being developed, including one involving Ogie Alcasid and Regine Velasquez.

“We’re doing (a musical based on the music of) Ogie Alcasid, with Regine and Ogie himself next year,” he said.

“We’re doing ‘Si Aida, Si Lorna at Si Fe,’ (a musical on) the music of Louie Ocampo, and a musical version of the film ‘Working Girls,’” Boss Vic further disclosed.

When asked who would headline the upcoming productions, however, he stressed that aspiring lead cast members still need to pass through auditions.

“Kailangan ’yan audition. Hindi puwedeng basta maglagay nang hindi aprubahan ng production,” he said.

Asked if he already had anyone in mind, he reiterated, “Hindi eh. Dapat lahat nag-audition, ’di ba?”

He pointed to Atasha’s experience in “Bongga Ka, ’Day!” as an example of how the process works.

Atasha, daughter of longtime Viva star Aga Muhlach and Charlene Gonzalez, landed the titular role of Annie Batungbakal after going through auditions for the production.

“Ginawa ni Atasha. Yung iba, hindi naiintindihan, akala nila automatic. She went through the process. And eventually siya naman ang napili.”

Boss Vic with FDCP chair and CEO Jose Javier Reyes (left) and Viva star Aga Muhlach.

Photos courtesy of Viva and FDCP

Formula for longevity

After more than four decades in the business of producing and building artists’ careers, Boss Vic shared what he believes is the secret to Viva’s staying power.

“Trabaho. Maybe focus. Hard work. Because there’s no shortcut to success,” he said.

“And then a lot of luck, too, and prayers.”

Earlier in his acceptance speech, Boss Vic looked back at Viva’s humble beginnings.

“Nung sinimulan namin ang Viva noong 1981, ang kasama ko noon ay si Mina Salvador at ang aking kapatid na si Tess Cruz del Rosario,” he recalled.

“Sharon Cuneta was our very first artista. Our first-ever director was (the late) Eddie Garcia. At pasalamat din ako kay Mayor Cuneta (Sharon’s father) na tumulong sa amin nung simula ng Viva.”

He went on to acknowledge the many artists, directors, writers, employees and family members who became part of Viva’s journey.

“Sama-sama nating binuo ito and parangal na ito ay para din sa inyo at siyempre sa mga manonood. So maraming salamat,” he said.

Meanwhile, some of the biggest stars whose careers have been closely linked to Viva paid tribute to Boss Vic, with Aga appearing in person, while Maricel Soriano, Judy Ann Santos and Sarah Geronimo delivered their messages through video.

Aga, who was the one who presented the Lifetime Achievement Award on stage, credited Boss Vic for creating opportunities that molded generations of entertainers.

“Tonight, finally, we honor the man who helped build countless careers and shape Philippine entertainment… let us look back at the remarkable journey and legacy of this person I call Boss Dad,” said Aga, whose first big break was courtesy of the 1980s coming-of-age film “Bagets.”

Maricel, on the other hand, also spoke about how Boss Vic became a father figure of sorts to the artists he took under his wing.

“Si Boss Vic, alam ko mahusay siyang mag-alaga ng artista. Alam mo na siguro kung pagsasama-samahin mo kami, puwede naming sabihin siya ’yung godfather,” the Diamond Star said.

She went on to share that the Viva family drama, “Saan Darating ang Umaga,” with the late Nida Blanca and Nestor de Villa, was her first Viva project. She added that Boss Vic was the kind of manager that made artists feel that they were being listened to.

“’Yun ang laging tumatatak sa akin kasi, ’di ba, ‘pag ganun yung tao na nakakausap sa ’yo, parang binibigyan ka ng oras at importansya, nakakataba ng puso, ’di ba?”

Judy Ann, for her part, recalled how Boss Vic saw her potential not just as an actress, but also as a recording artist.

“Sinabi ni Boss Vic sa akin, ‘Gawa tayo ng recording album.’ Hindi ako nakapagsalita. Literal, kasi kahit ako, hindi ako naniniwala sa sarili ko,” she shared.

“But with Boss Vic, he was the one who told me, ‘Hindi, maniwala ka sa akin. Sold out ’yan.’ Hindi lang siya basta sold out, guys. Three, four times platinum siya. And not once but twice!”

Sarah, one of Viva’s most prized stars, also paid tribute to Boss Vic in a rare public appearance, albeit via video, after staying out of the public eye amid pregnancy speculation.

“Boss, I have always admired your incredible instinct for finding the right and meaningful material for every artist, and your unique pulse for what connects with the mass audiences,” Sarah said.

“Lagi ko po ’yan natatandaan from you. Maraming salamat po, Boss, for believing in me and for trusting me with acting projects that challenge me, help me grow and allow me to discover more of myself as an artist.”

Anne Curtis also joined the video tributes, thanking Boss Vic’s faith in her when she was still a newcomer. She was only 12 when she got her breakthrough as Princess Dahlia in the Viva film and 1997 MMFF entry “Magic Kingdom: Ang Alamat ng Damortis,” before going on to become one of the country’s most bankable stars under Viva.