Cinemalaya and Ayala Malls Cinemas making dreams come true

In 2005, the Philippine film industry seemed to be on a decline. The cost of producing films was too high, while digital technology and new methods of filmmaking were on the rise.

The Philippine cinema could not keep up with the changing times. Stories that were not commercially viable were sidelined. 

Seeing this gap, the Cultural Center of the Philippines (CCP) along with other stakeholders looked for new ways to revive the film industry and help Filipino filmmakers have a platform for their truthful and socially relevant storytelling  

And thus, the Cinemalaya Philippine Independent Film Festival was born.  

 

“Our vision was to support filmmakers, give them an initial grant in order to help them produce it," said Cinemalaya XX deputy festival director Teresa Rances. 

The organizing committee wanted to give the filmmakers a chance to tell stories with no restrictions; give them a playground to explore other possibilities in film-making.

In its fifth year, the Cinemalaya gained traction and even attracted mainstream directors. 

The following years, Cinemalaya expanded its reach and brought its competing films to commercial cinemas.

Bringing Cinemalaya to the cinemas was really a dream come true of the filmmakers.

“Not everybody gets a chance to be seen in cinemas, which is always their dream," said Rances. It opened opportunities for the filmmakers to be invited as well to international film festivals. 

Starting on its 7th edition, Cinemalaya found a good partnership with Ayala Malls. Through its expansive cinema system, Ayala Malls has been providing a space of exploration for the filmmakers and helping in bringing the indie film movement to the forefront.

It started out with two cinemas - one in Makati and the other in Quezon City. Then, it expanded to more Ayala Malls such as UP Town Center and Ayala Malls Solenad. 

At one point, there were screenings at the Ayala Malls Cebu. It has been the hope of CCP and Cinemalaya Foundation Inc to bring the country's pioneering film festival to the regions. 

This year, Ayala Malls hosted the 20th edition of Cinemalaya, right at their newest mall - Ayala Malls Manila Bay. 

 

What makes the partnership even more perfect - Ayala Malls Cinemas provides space for inspiring cinematic experience, while the festival brings in traffic to the mall. Together, they create an economic synergy that would help the film industry, as well as in the national economy.

“We want our audiences to be able to relate to the filmmakers, for them to be able to hear the voices of the filmmakers, their vision for the film and struggles and challenges they had in creating the film.” shared Rances.

The festival also brings informative documentary films and brings back some films from last year’s Cinemalaya. Being its 20th year, Cinemalaya XX wants give AMC’s audience an experience they will never forget. And they also want to give the filmmakers a chance to make their dreams into a reality.