Moviehouse owners support free movies for senior citizens

CEBU, Philippines- To provide more privileges to the elderly, some cinema operators in Cebu City are backing the passage of a proposed measure that seeks to grant senior citizens free access to movie theaters on Mondays and Tuesdays.

“The Senior Citizens Free Movie Access to All Theaters Ordinance of the City of Cebu,” if approved, will give the elderly the privilege to have free access to one movie per theater on designated days.

Appearing before the Cebu City Council during last Wednesday’s public hearing, theater owners expressed support and suggested some amendments to the proposal.

“For the record, we support the ordinance. We believe this is a good cause and we also support the rights of the senior citizens. Having said that, we have certain suggestions,” said MackyRosero, SM Cinema Theater manager.

Having a variety of movie categories, Rosero asked to specify whether movies stated are regular or special shows such as “super blockbuster.”

“On top of that, we would like to add that senior citizens will be allowed second week of super blockbuster movies,” she said.

Lucero further suggested that the free movie access should not be availed in special cinemas such as IMAX Theater, Special Clubs, Director's Club, and 4D Theaters, saying that these theaters are too costly for them to support financially.

“Also, I did not see here in the ordinance the absorption of the fees such as amelioration tax. We have previously in Bacolod our own memorandum of agreement that it was stated there, certain percentage will be subsidized by the city government and I would like just to ask if it will be included also,” she added.

Another theater operator, Colon Heritage Realty Corporation (CHRC) of Oriente Theaters, supports the measure but suggested that the free access will only be limited to the first screening hour during Mondays and Tuesdays and shall not apply on the first day of showing, holidays and weekends.

CHRC president Jose Mari Canizares further asked whether holidays refers to both regular and special holidays as mandated by law.

Canizares added that the free access shall not apply to instances “wherein the theater is being utilized exclusively by a third party showing alternative content.”

Gaisano Cineplex, on its one-page position paper, requested that the free movie access can only be availed one day in a week, which is on Mondays.

“To make it two days access could hamper primary business interests as Tuesdays to Sundays including holidays were observed to have a good deal of movie patrons,” it said.

It also requested the city government to be the one to give the mechanisms on the admission.

“This is to ensure that no senior citizen shall misuse this privilege,” it added.

Councilor Richard Osmeña, the proponent of theordinance, said the city government should recognize the rights of the elderly in the community and their roles in community-building.

At present, there are some 60,000 registered senior citizens in the city who enjoy the P12,000 cash assistance a year from the city government.

The proposed resolution further states that the movie theater management has the right to stipulate policies and procedures on the issuance of the ticket or entry pass like ID validation or any requirement for the elderly to sign on the logbook in accordance with the proposed measure.

Those who will violate any provision of the ordinance will be fined P500, P1,000, and P1,500 for the first, second, and third offense, respectively.

The proposal is now subjected to final deliberation.  (FREEMAN)