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De La Salle University

Animo Repository

Master's Theses Theses and Dissertations

2021

The case of Philippine stand-alone cinemas and its challenges for


the film industry and government
Francis Leo Maria Del Fierro Ordenes
De La Salle University, Manila

Follow this and additional works at: https://animorepository.dlsu.edu.ph/etd_masteral

Recommended Citation
Ordenes, F. D. (2021). The case of Philippine stand-alone cinemas and its challenges for the film industry
and government. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/5903

This Master's Thesis is brought to you by the Theses and Dissertations at Animo Repository. It has been accepted
for inclusion in Master's Theses by its authorized administrator.
Libraries

Copyright Statement
The electronic copy of this thesis or dissertation is protected by the
Intellectual Property Code of the Philippines (Republic Act 8293) and
the E- Commerce Law (Republic Act 8792). Any other use or
publication of the thesis or dissertation shall be made only with the
consent or permission of the author or the owner of the copyright.

2401 Taft Avenue, 1004 Manila, Philippines I Tel: (632) 8524-8835 | Trunk Line: (632) 8524-4611 loc. 600
library@dlsu.edu.ph I www.dlsu.edu.ph
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“28=4<0BJ6@05> ”named after the brand of a projector, later shortened into “28=4” and its variant

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FKJLSFBQEB>QBOs, particularly Juan Arellano’s Metropolitan Theatre, built in 1931, which used

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destroyed during World War II (60). Pablo Antonio, known as the “Father of Philippine Cinema

Palaces,” designed various cinema houses including the Ideal Theatre in +VOF@3EB>QOBFK

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MacArthur’s vow of returning to the Philippines (70).

Upon the Philippines’ liberation from the Imperial Japanese fLO@BP 3EB3FJBP3EB>QOB

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!V >IICFOPQ ORKQEB>QBOPE>A>FO @LKAFQFLKFKDRKFQP>KATBOBOBDRI>OIVP@OBBKFKD

KBTCFIJPLK>weekly basis (72). The New Dalisay Theatre built in 1951, funded by LVN’s

#L\>2FP>KD @LKQ>FKBAQEBK I>QBPQCROKFQROB CFUQROBP >KABNRFMJBKQFK@IRAFKD>FO @LKAFQFLKBOP

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establish the “voice of authority”, create or reinforce stereotypes, incite fear and hatred; reinforce

notions of “the enemy”, @OB>QBCBBIFKDPLCELMBIBPPKBPP >KAMOLSFABKBD>QFSBOLIBJLABIP

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$K@V@ILM>BAF>!OFQ>KKF@> 'BK@B QEB OQ#eco style of Manila’s cinemas represented luxury

and glamor (Fernandez 69). Cabalfin noted that the “Art Deco stylBFKQEB/EFIFMMFKBP@>K?B

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of the colonized” (qtd. in Williams). As a result, the specific hybrid style symbolized a

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“certain romance, a certain attraction to it” (qtd. in Medina). Man Dy describes Philippine Art

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FPOBCIB@QFSBLCthe country’s economy at the time, as well as its geography and climate (Medina).

Regarding the Filipino’s interest FKQEBIL@>I OQ#B@L?RFIAFKDP ,>K#VP>VP

We can’t compare ourselves to cities like New York, Miami, or Chicago, which have Art

Deco societies. But hopefully, there’s a growing interest. We can start by conserving

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there has been a lot of changes in the “type of content being created, to where the content is

being consumed, and who is now creating it” (Newman)./BLMIB@>KKLTT>Q@ECFIJPFKQEB

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prefer “ease of access, quality content, and affordability” in RQFIFWFKDSFABL LK ABJ>KAPBOSF@BP 

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Philippines are usually “one stop shops” which house restaurants, groceries, department stores,

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“malling,” created and used only by Filipinos, reflects the peoples’ culture and “implies its

central importance” in their daily lives (7). Rico and De Leon further state:

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consumerist legacies, and a uniquely Filipino ‘stateside mentality’, oligarchic economy,

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Further, De Guzman reports that “the more obscure indie films, no matter how many local and

FKQBOK>QFLK>I>T>OAPQEBVTFK JFDEt enjoy a little more than three days in a mall theater.”

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City, Cinema ‘76 in San Juan City, and Cinema Centenario iK0RBWLK"FQV$PQOBII> 

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the Director’s Club Cinema, housed in the Conrad Hotel in Pasay City, is the first hotel ?>PBA

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LCPQ>KA >ILKB@FKBJ>P .KBFPTE>QFPQBOJBA>P“mall culture” where malls in the Philippines

are more than the usual “place to shop” (Nebre). Another observation is that stand >ILKB@FKBJ>P

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credence to the researcher’s thesis statement that the number of moviBDLBOPE>P?BBKAB@IFKFKD 

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are least chartered and valued, but which can make or break a cinema’s longevity in the business.

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(10) Strict enforcement of taxes (Raymundo). In the article, “>E>D4@=<4=B=24=B8D4A0@4

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(Conde). All in all, more than half of a film’s revenue goes to the government. Although the

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addition, the country also registered the world’s steepest drop –JLOBQE>KFKQEB>QBO

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exhibition with the theme “>EB>4B->C@8;<B>B7486(2@44=”3EB/EFIFMMFKB2Q>O .KB

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operations is a business, “an enlightened and healthy relationship between cinema operators and
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play.”

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people’s or the politician’s priority (Alcazaren 3).

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international patrimony “of the people” worthy of preservation and broad public

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exhibition to maximize the movies’ revenue opportunity in local cinemas.


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credence to the researcher’s thesis statement that the number of moviegoers has been declining.
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fantasy among the movie patrons. This author agrees with Medina’s statement that the kind of

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These are the studies that support this author’s research questions: Khan claimed that

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audience’s response as groups rather than individually (Moreno ,BID>O "FKBJ>P QEBOBCLOB

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The term “heritage” is understood as a property that is inherited or passed down from

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Following the UNESCO’s classification, the stand >ILKB@FKBJ>PLC,>KFI>J>V?B@LKPFABOBA

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 In Valiente’s 2018 Business Mirror article, he discusses the importance of cinema as >

cultural heritage. According to him, “If heritage –M>IM>?IB>KAPBKPR>I MLIFQF@>I>KAPL@F>I–FP

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that celebration”5>IFBKQB 'BKLQBPQE>Q@FKBJ>FKQEB@LRKQOVFPKLQ@LKPFABOBA>KFJMLOQ>KQ

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that there is no mention of cinema as part of the Filipino’s national heritage, particularly if the

meaning of heritage by the society is “@LJMLKBKQPLC@RIQROBPQE>Q@OB>QBQEBMLIFQF@P PL@FLILDV 

and splendor of a nation” (Valiente). Furthermore, he states that:

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“moving pictures” to an audience of some 200 people, they initiated an art form that

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EFstories. It should be noted that the eradication of historical buildings and monuments “cause

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article, “6BE>SBQL@LKPFABOQE>QQEBPBQEB>QOBP>OBKLOJ>IIVMOFS>QBIV LTKBA>KAIL@>I


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governments have different policies for governing a particular zone” (Villafuerte 3EBC>QBLC

QEBOBJ>FKFKDPQOR@QROBPFPfurther challenged by the local government’s efforts in revitalizing

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In its golden years, cinema was selling a “non J>QBOF>IDLLA >PE>OBABUMBOFBK@BLC

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tears” (Geraghty 2). Cinemas have been able to bring people together, foster a sense of

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cultural practice and a social experience. According to her, “going to the cinema to watch>

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that can be compared to going to a concert, a theatre or a museum.” &LFKDQLQEB@FKBJ>FPKLQ

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Ravazzoli further argued that “the wider context of cinemagoing offered many opportunities for

social interaction.” Just like in the 1950s, stand >ILKB@FKBJ>PE>SB?B@LJB>SBKRBPCLOPL@F>I

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entitled “The Audience Effect: on the collective cinema experience”. In the first chapter he

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