Jericho Rosales and Maris Racal called on Filipinos to rediscover the experience of watching local films in cinemas, saying it’s a powerful way to support both culture and the hardworking people behind the industry.
The two appeared as ambassadors at the grand media launch of the Maya Black Credit Card on Wednesday, Aug. 6, joining actress Julia Barretto for the brand’s debut campaign. Both Jericho and Maris took the opportunity to also draw attention to the state of Philippine cinema.
Fresh from the international success of the critically acclaimed film Sunshine, Maris reflected on how the film’s global journey, from Toronto to Berlin, demonstrated the strength of Filipino storytelling.
“We actually premiered last year at Toronto International Film Festival. The film traveled internationally, and it hopped from one continent to another. And then, we won, actually, in Berlin. So, we’re very, very grateful. This goes to show that Filipino stories are very, very well-celebrated,” the actress said.
For Maris, the next step is bringing that global momentum back home.
“The only way to go international is to go local. To love our own roots, our art, and our stories. We’re still promoting, doing the best that we can so that a lot of Filipinos can watch it,” she added, thanking local viewers who have already supported Sunshine in theaters.
The film’s run in Philippine cinemas has also sparked conversation about the role of quality, marketing, and pricing in bringing audiences back to local theaters.
“Sunshine opened a conversation that people can come back to the cinemas—with the right marketing, the right pricing, and the right quality,” Maris continued.
Jericho, whose historical film Quezon is set to premiere later this year, agreed with that sentiment.
“We need to bring back that old culture. I know we’re used to staying at home now, but watching a film in a cinema is different. It’s about more than just the movie. It’s about the culture,” Jericho echoed.
He also emphasized that supporting local films means supporting a whole ecosystem.
“If you watch movies, you’re supporting culture—stories like Sunshine, stories about our athletes, our youth, the issues Filipinos face today, or history, like Manuel Quezon. You’re supporting people in our industry who are working more than 12 hours a day, especially the people behind the camera,” the actor explained.
Jericho also highlighted the emotional power of cinema in a digital age.
“I just like the feeling of cinema. Because most kids, I know a lot of kids feel alone. Even though we have social media and stuff. And being in the cinema makes you feel like, the spirit and the comforting feeling of cinema is so alive. It’s nice. It’s a great feeling,” he added.
Both actors said their efforts go beyond promoting individual projects.
“We’re not just inviting people to watch our films. We’re trying to bring back the culture of watching Filipino films. We do have spending power, we just need to know where to spend it,” Jericho continued.
Maris and Jericho were speaking at the launch event hosted by Maya, where they were unveiled as the faces of the new Maya Black Credit Card, which positions itself as a premium offering for a generation that values experiences.
