“Makeover” is the mantra today. Lifestyle shows turn stressed-out mothers into sophisticated women, and drab living rooms into works of art. Despite the economic depression, spas and salons mushroom. Celebrities thank their cosmetic surgeons for lifted noses and firmer skin.
Film production company GMA Films is a perfect example of a makeover. As the Philippines celebrated the centennial of its independence, it made a mark in the local film industry by producing Jose Rizal, a big-budget biography of the national hero, which was both a critical and commercial success. Soon, other socially relevant films Muro-Ami and Death Row followed.
However, it discontinued producing in 2000 due to change in management. Now, it’s stealing once again the limelight with a new look: less Cesar Montano, more Richard Gutierrez.
Since its comeback in 2005, all GMA Films has produced are mainly contemporary young romance. Even Mulawin, the only fantasy in its roster of movies, has romance as one of its themes. This is due to the need for movies to cast the graduates of the talent search shows in the television arm of GMA Network. Relying on the popularity of Korean soap operas, GMA Films is also replicating the light, romantic themes and lush cinematography of these imported shows.
Thus, watching a movie has become a mere extension of watching television. The audience sees the same young talents (Mark and Jennilyn, and… Mark and Jennilyn?), hears the same dialogues, and follows the same plots. Recycled, then embellished – that is what GMA movies have become.
Recently, only a handful of local film production companies have been active: GMA Films, Star Cinema, Regal Films, Viva Films, and the small-scale Unitel Productions of Ang Pagdadalaga ni Maximo Oliveros fame. Because of competition, all of these, except Unitel, tend to produce similar movies, currently, contemporary young romance movies.
Such movies may be fail-safe to produce, with the growing youth market, but that does not necessarily mean that those are what the youth wants. Often, the youth simply has no choice. Young people have become more critical, exposed to countless sources of information, so they tend to gravitate to Hollywood movies that offer far more than romance.
Its president Annette Gozon-Abrogar may claim that the revitalized GMA Films has produced quality, however commercialized, films, but it is yet to produce another masterpiece. As of the moment, it is concentrating on commercialized films as they have better chances in the box office. Besides, another Jose Rizal could really be taxing, especially now that GMA Films is starting all over again and just making do with partnering with other production companies like Regal Films.
Film producers and critics have long lamented that the local film industry is ailing, overpowered by the popularity of Hollywood movies and aggravated by the widespread trade of pirated VCD’s and DVD’s. Perhaps another Jose Rizal by GMA Films could initiate the revival of the industry by luring back the audience into movie houses. The Filipino audience would surely not hesitate to spend their hard-earned money for a quality local movie.
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