Questions are being raised over the effectiveness of inviting celebrities and influencers to premiere nights of the eight official entries of the Metro Manila Film Festival 2025, after several guests reportedly failed to post or publicly support the films they attended.
According to industry observers, some MMFF 2025 producers even reduced media and reviewer slots to accommodate celebrities and influencers believed to have strong online reach. However, more than a week into the festival’s theatrical run—which is set to end on January 7—several invited personalities have yet to publish any posts promoting the films.
What raised further concern was that some of these guests allegedly required talent fees (TFs) from the producers, despite not delivering visible promotional output. While some were seen taking selfies and group photos with cast members, checks on their social media accounts showed no posts endorsing or even mentioning the movies they were invited to.
The issue echoed sentiments previously expressed by content creator Inah Evans, who posted a strongly worded rant on Facebook before Christmas criticizing influencers who attend premiere nights but fail to post in support of the films.
“Punta punta ng premiere night nga mga movie tapos iistory lang di magpo-post… inimbitahan kayo para makatulong mag-promote, hindi para diligan iyang pagka-delulu mong celebrity at main character ka,” Evans wrote in her viral post.
Despite strong engagement and reactions to Evans’ statement, many netizens observed that no celebrities appeared to be affected or publicly addressed the criticism—prompting questions on accountability and professionalism among invited influencers.
With MMFF 2025 reportedly struggling with box-office turnout, industry watchers are now reassessing the festival’s promotional strategy. While many have praised this year’s entries for their quality, others believe the choice of invitees may have failed to reach the intended audience.
High ticket prices have also been cited as a major factor, with some critics arguing that a government-backed event like the MMFF should be more accessible to the public. Others noted that many Filipinos may opt to wait for MMFF entries to become available on streaming platforms, which would be a more economical option.
Producers often invite celebrities and influencers precisely to avoid perceived bias when cast members promote their own films. However, the situation has sparked debate on whether such invitations are still worthwhile if those invited show little interest in actively supporting the projects.
As one question continues to circulate online: If these same influencers and celebrities eventually headline their own films, will they still deserve the same level of support from the industry and the public?
