In 1975 — 42 years ago — President Ferdinand Marcos issued Proclamation No. 1485 creating the First Metropolitan Film Festival, from Sept. 20 to 30, and enjoining all citizens and officials of the Greater Manila Area appreciate and support Filipino cinema and make it part of their cultural life.
The Proclamation formed an executive committee composed of, among others, then San Juan Mayor Joseph Estrada (president of the Philippine Motion Picture Producers Association), Guillermo de Vega (chairman of the Board of Censors for Motion Pictures) and Johnny Litton (Manila Theatre Owners Association).
Ten entries were submitted, all big productions and star-studded, to be shown in all Greater Manila theaters. The ads of some of the 10 entries are shown in this column.
After a year, under the leadership of Mayor Estrada, the date was changed to Dec. 25 to first week of January, the most lucrative playdate, encompassing Christmas and New Year. The California-based American Theater Association under Jack Valenti objected, pressuring then Metro Manila Gov. Imelda Marcos to retain the lucrative playdate for mostly Hollywood films. But Mrs. Marcos refused. Mayor Estrada recalled that he, along with some producers, followed the First Lady to sign a Metro filmfest directive. She was then watching a ballet at the Metropolitan Theater and upon seeing the mayor-producer said, ‘Joseph, I didn’t know you are fond of ballet.’
Mission accomplished and from the next four decades the annual Metro Manila Film Festival was held without interruption. In time, even provincial theaters opted to show the Metro filmfest entries. And so, while the filmfest is Metrowide in name (all Metro Manila theaters are mandated to show the official entries), it is actually nationwide in scope.
Then the Mowelfund is the sole beneficiary of the filmfest. But now other movie groups partook of the proceeds taken from the amusement taxes in Metro theaters. — RKC
(2nd of 3 parts celebrating RW’s 23rd anniversary)