Despite the success of last year’s Metro Manila Film Festival (MMFF), award-winning filmmaker Jun Robles Lana Jr. expressed concern over the state of Philippine cinema, calling it a “slow, expensive sunset.” His statement prompts a critical question: has cinema become a luxury for the common folk?

In an X (formerly Twitter) post on Thursday, Lana recalled how MMFF used to be the “people’s festival.”

“It was the one time of year when ordinary workers took their children to the mall to see their idols. But today, a family of four would need at least ₱1,500 just to enter the theater, not including transportation or even a single bag of popcorn,” he wrote.

“By pricing the ordinary Filipino out of the theater, the industry hasn't just lost customers, it has lost its soul. Cinema has shifted from a shared national culture to a middle-class privilege,” he added.

According to Lana, it cannot be promoted as a “National” Film Festival if the ticket prices exclude the nation.

Lana is no stranger to the MMFF lineups. His most recent entry, “Call Me Mother,” starring Vice Ganda and Nadine Lustre, triumphed as the Third Best Picture, alongside "Manila's Finest." Moreover, Vice Ganda won the Best Actor category, while Lucas Andalio won the Best Child Performer and Gender Sensitivity Award.

He had also directed well-known films such as “Die Beautiful,” “And the Breadwinner is…” and “Barber’s Tales.”

“Until we admit that cinema has become a luxury that the "₱500 Noche Buena" family cannot afford, we are simply watching the slow, expensive sunset of Philippine cinema,” Lana stated, referencing Department of Trade and Industry (DTI) Secretary Cristina Roque’s controversial remark that ₱500 is enough for a Christmas dinner in a traditional Filipino household.

For decades, the MMFF was the "people's festival." It was the one time of year when ordinary workers took their children to the mall to see their idols. But today, a family of four would need at least ₱1,500 just to enter the theater, not including transportation or even a…

— Jun Robles Lana (@junrobleslana) January 1, 2026

Several netizens agreed with Lana’s sentiment, pointing out how everything has become business.

One user said, “I think MMDA needs to step up or give it to FDCP instead. MMDA shouldn’t be handling [the] film fest anyway. Give it to [the] proper film agency.”

Another wrote, “Itinaas nila ang ticket price kesyo limited seating due to social distancing after ng lockdown. Hindi na nila ibinalik nung pwede na ulit mapuno ang mga sinehan.”

“This is true. Was planning to watch at least 2 movies, but thought 2x after considering the amount I need to pay for a family of 3 .. wag na lang .. I can spend this on our food budget instead,” wrote one user.