File Type

Project Document

Publication Date

2025

Description

The Philippine film industry continues to face challenges associated with declining cinema attendance, changing audience preferences, and the growing popularity of digital streaming platforms. These developments, intensified by the COVID-19 pandemic, have raised concerns about the sustainability of local film production and the ability of Filipino films to attract and retain audiences.

This research report examines the habits and preferences of film consumers in Metro Manila, focusing on the demographic, socioeconomic, cultural, and economic factors influencing cinema attendance and the patronage of Filipino films. Using a mixed-methods approach, the study found that 67% of surveyed moviegoers preferred streaming services, while 83% favored foreign films over local productions. The findings also highlighted the influence of ticket affordability, cinema accessibility, film quality, storytelling, and promotional strategies on viewing decisions.

The report presents recommendations for strengthening the Philippine film industry through improved film quality and storytelling, more effective marketing and promotional strategies, affordable cinema experiences, financial and technical support for filmmakers, and expanded screening opportunities for local productions. It also emphasizes collaboration with academic institutions to cultivate film appreciation among younger audiences and support the long-term development of Philippine cinema.

The report draws from:

  • Exit interviews with 800 moviegoers across 32 selected cinemas in the four administrative districts of Metro Manila.

  • Six online focus group discussions involving 22 participants to explore audience perceptions, viewing preferences, and factors affecting local film patronage.

  • Quantitative analysis of demographic characteristics, film consumption habits, cinema attendance, and streaming preferences.

  • Thematic analysis of participants' experiences and recommendations concerning film quality, affordability, accessibility, and industry support.

About the Project

Habits and Preferences of Filipino Viewers of Local Films in Metro Manila was conducted by the De La Salle University Social Development Research Center (DLSU-SDRC), with funding from the Film Development Council of the Philippines (FDCP). Led by Dr. Ma. Elena C. Javier, the research was undertaken from March to December 2024 to generate evidence-based insights into the changing landscape of film consumption in Metro Manila.

The study provides a basis for FDCP and other film industry stakeholders to develop policies, programs, and strategies that strengthen local film patronage, improve audience engagement, and support the sustainability and competitiveness of the Philippine film industry.

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