Actors Jericho Rosales and Maris Racal are calling on Filipinos to rediscover the joy of watching local films in theaters, saying it’s a powerful way to support culture, storytelling, and the people working behind the scenes in the industry.
The two appeared as brand ambassadors during the grand media launch of the Maya Black Credit Card on Wednesday, Aug. 6, joining fellow endorser Julia Barretto for the financial brand’s debut campaign. Both took the opportunity to spotlight the state of Philippine cinema and encourage audiences to show up for homegrown stories.
Fresh from the international success of Antoinette Jadaone’s ‘Sunshine’, Maris reflected on the film’s journey from the Toronto International Film Festival to the Berlin International Film Festival, where it won an award.
“We actually premiered last year at Toronto International Film Festival. The film traveled internationally, and it hopped from one continent to another. And then, we won, actually, in Berlin. So, we’re very, very grateful. This goes to show that Filipino stories are very, very well-celebrated,” she said.
For Maris, global recognition starts at home.
“The only way to go international is to go local. To love our own roots, our art, and our stories. We’re still promoting, doing the best that we can so that a lot of Filipinos can watch it,” she added, thanking local viewers who have already supported Sunshine in theaters.
She also pointed out that Sunshine has helped prove that the right conditions—quality, marketing, and pricing—can bring audiences back to cinemas.
“Sunshine opened a conversation that people can come back to the cinemas—with the right marketing, the right pricing, and the right quality.”
Jericho, whose historical drama Quezon is slated for release later this year, echoed Maris’ sentiments.
“We need to bring back that old culture. I know we’re used to staying at home now, but watching a film in a cinema is different. It’s about more than just the movie. It’s about the culture.”
He stressed that every ticket purchase contributes to sustaining the film industry.
“If you watch movies, you’re supporting culture—stories like Sunshine, stories about our athletes, our youth, the issues Filipinos face today, or history, like Manuel Quezon. You’re supporting people in our industry who are working more than 12 hours a day, especially the people behind the camera.”
For Jericho, cinema also has an irreplaceable emotional value in the digital era.
“I just like the feeling of cinema. Because most kids, I know a lot of kids feel alone. Even though we have social media and stuff. And being in the cinema makes you feel like…the spirit and the comforting feeling of cinema is so alive. It’s nice. It’s a great feeling.”
Both stars emphasized that their call goes beyond promoting their own projects.
“We’re not just inviting people to watch our films. We’re trying to bring back the culture of watching Filipino films. We do have spending power, we just need to know where to spend it,” Jericho said.
The ‘Sunshine’ cast includes Jennica Garcia, Xyriel Manabat, Elijah Canlas, Rhed Bustamante, Meryll Soriano, Angeli Bayani, and Piolo Pascual. The film is now on its third week in Philippine cinemas.
