When filmmaker Jun Robles Lana pointed out that expensive cinema tickets may be driving Filipinos away from the Metro Manila Film Festival, it struck a nerve. Not because people suddenly stopped loving movies, but because it highlighted a growing reality: for many, watching a film in theaters is no longer casual—it’s a calculated expense.
This raises a bigger question: did streaming kill movie theaters—or did something else push audiences away first?
Why Movie Tickets Keep Climbing
Cinema operators often cite higher operational costs, inflation, and post-pandemic recovery. Theaters struggled during lockdowns, and when they reopened, ticket prices rose to offset losses. Premium formats like IMAX, 4DX, and luxury seating promised better experiences—but at a cost.
The problem: Filipino wages didn’t keep up. What was once affordable entertainment slowly became out of reach. Theaters adjusted pricing to survive, but in doing so, they unintentionally pushed away the audience that sustained them for decades.
Moviegoing shifted from an everyday pleasure to a rare treat.
Is Cinema on Life Support?
The industry isn’t dead—but it’s struggling.
Big-budget releases and international franchises still draw crowds. Spectacle-driven films thrive, especially those marketed as “must-see.” But local films, indie projects, and even festival entries struggle to attract audiences who must now think twice before buying tickets.
Families ask a simple question: is this movie worth the cost? When the answer is uncertain, many wait—or skip it altogether.
The problem isn’t storytelling—it’s accessibility.
Streaming Didn’t Kill Cinema—It Adapted
Streaming platforms didn’t force audiences away; they offered a smarter, more affordable alternative. For the price of one or two tickets, viewers can watch an entire library of films and series at home.
Streaming also gave Filipino films a second life. Stories that once disappeared after short theatrical runs now reach wider audiences online. Viewers who couldn’t afford or prioritize cinema tickets finally have the chance to watch and support local films.
Streaming didn’t weaken interest in movies—it allowed it to continue.
It’s Not Passion, It’s Price
Filipinos still care deeply about movies. They discuss them online, recommend them to friends, and celebrate local talent. What has changed isn’t love for cinema—it’s purchasing power.
Movie theaters didn’t fail because audiences stopped caring. They struggled because many were priced out of the experience.
If the industry hopes to rebuild, the conversation should move beyond blaming streaming. The focus must be on making moviegoing accessible again—through fair pricing, inclusive policies, and stronger support for local films.
Stories are still being told. The challenge is making sure people can afford to watch them.
