51ST MMFF KICKS OFF WITH HOPES TO TOP 2024 EARNINGS
The 51st Metro Manila Film Festival (MMFF) formally opened this week with organizers expressing optimism that this year’s edition can surpass the record earnings posted in 2024. According to initial information from the MMFF executive committee, early ticket sales and sponsorship commitments are tracking ahead of last year’s pace, though no consolidated revenue figures have been released. The festival, which traditionally runs from Christmas Day through the first week of January, again features an all-Filipino lineup and an exclusive run in cinemas nationwide.
Based on preliminary reports from theater operators, foot traffic in major malls has increased as festival entries began their commercial screening. Cinema owners are reportedly banking on strong family turnout during the holiday break, a period that historically drives MMFF box office numbers. As of now, there are no confirmed details on which titles are leading in ticket sales, with officials saying they will release rankings only after verifying data from nationwide outlets.
The MMFF, first staged in 1975, has evolved into a flagship event for the local film industry, giving mainstream and independent producers a high-visibility window each year. Over the decades, it has become known not only for its box office race but also for its awards night, parade of stars, and various fan activities. Organizers say the 51st edition continues this tradition, while also trying to respond to changing audience habits shaped by streaming platforms and post-pandemic viewing patterns.
Festival officials have indicated that they are closely monitoring performance across regions, not just in Metro Manila, to get a clearer picture of nationwide reception. According to initial information, partnerships with provincial cinemas and mall chains have been expanded to widen the festival’s reach beyond urban centers. Industry observers note that sustained attendance in the coming days will be crucial in determining whether the MMFF can indeed top its 2024 revenue benchmark.
For moviegoers, the festival’s opening signals the start of one of the country’s most familiar Christmas-season rituals, with families often scheduling cinema visits alongside reunions and shopping trips. As of now, there are no confirmed details on any significant operational issues, with screenings reported to be proceeding smoothly in major venues. MMFF organizers are expected to release official attendance and earnings updates in
