CEAP’s inaugural celebration recognized moviegoers and highlighted the shared experience of watching films on the big screen.
Moviegoers across the Philippines headed to participating theaters on September 12, 2026, for the inaugural National Cinema Day, which offered ₱100 movie tickets at more than 100 cinemas nationwide.
Organized by the Cinema Exhibitors Association of the Philippines (CEAP), the initiative celebrated audiences who continue to support theatrical releases. The one-day event gave families and friends an affordable opportunity to enjoy current releases, selected previous titles, and reruns on the big screen.
Beyond discounted admission, National Cinema Day aimed to recognize the role of moviegoers in sustaining the industry and encourage more Filipinos to experience films together in theaters.
According to CEAP, the celebration drew a strong public response, with packed theaters and audiences joining the nationwide activity.
CEAP President Irene Jose said the turnout reaffirmed the continuing place of cinema in Filipino culture. She expressed appreciation for the audiences and partners who supported the event and reiterated the association’s commitment to initiatives that strengthen the industry and improve the moviegoing experience.
The celebration came as the theatrical industry continued to navigate the effects of the COVID-19 pandemic and changes in viewing habits amid the growth of streaming services. For CEAP, the response to National Cinema Day demonstrated the enduring appeal of watching stories unfold in a shared space—from the anticipation before a screening to the laughter and emotions exchanged inside a theater.
The initiative received support from the Film Academy of the Philippines, Film Development Council of the Philippines, Movie and Television Review and Classification Board, and Metropolitan Manila Development Authority through the Metro Manila Film Festival.
Cinema exhibitors, producers, distributors, artists, media organizations, content creators, and other industry partners also helped promote the celebration and encourage participation.
Among the personalities who supported the event were Anne Curtis, Barbie Forteza, Karylle, Sassa Gurl, Michael Sager, Anton Vinzon, and Mon Confiado. CEAP also noted that Padilla visited different cinemas to join moviegoers during the celebration.
The inaugural National Cinema Day placed audiences at the center of the occasion, recognizing that their continued support helps sustain both theatrical releases and the people working behind them.
Following the public response, CEAP hopes to build on the initiative through more opportunities that bring Filipinos together at the movies and support the future of cinema in the Philippines.
Photo credit: Cinema Exhibitors Association of the Philippines
Gabriel
Introvert, wanderer, blogger, foodie, a hip-hop music writer, and one of the co-founders of a tech start-up company called GigsManila.
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