Philippines expands Oscar strategy with three-film campaign led by ‘Filipiñana’

“Filipiñana,” “58th,” and “Agapito” lead a historic three-film campaign aiming for breakthrough Oscar success.

The Philippines is taking a broader approach to its Oscar campaign this year, with the Film Academy of the Philippines (FAP) supporting three films across three categories as the country makes its push for the 99th Academy Awards.

“Filipiñana,” directed by US-based Rafael Manuel, was selected as the Philippines’ official entry for Best International Feature Film, while the FAP will also provide financial and strategic support to the documentary “58th” and the short film “Agapito.”

Paolo Villaluna, director general of the FAP, said the academy’s role is not limited to choosing the country’s official international feature entry.

“There’s a global mechanism where there’s a cultural and economic benefit dun sa pelikulang nanominate at nanalo. And we kind of want a piece of that pie,” Villaluna said during a media gathering on Sunday.

“Not only because of the economic factor but because we have a good national voice that deserves to be heard. That being said, this year we will be supporting three films.” 

He stressed that the FAP also wants to generate attention for Filipino films competing in other Oscar categories. “Ang request ko kasi sana na hindi tayo nakafocus lang sa international feature. Kailangan rin ng tulong natin for documentary and short film in terms of ingay,” he said.

Three films, three Oscar pushes

Nour Hooshmand, lead actress of Arvin Belarmino and Kyla Romero’s “Agapito,” said the team hopes the film reaches a wider audience. “We’re so proud to be able to share this film with more people. This is a very personal film about family and community and we’re just very grateful and honored that it will be shared to more people,” she said.

Producer Jon Galvez of 901 Studios PH is hopeful that its international festival run, including its Cannes premiere, will help its Oscar campaign. “We’re very hopeful, of course, because we premiered in the Cannes Film Festival, and also screened in different international film festivals,” Galvez said. “We’re hoping that more people will be able to see it and also appreciate it and ideally vote for it and ma-shortlist tayo.” He added that the campaign is also an opportunity to bring “authentic Filipino stories” to international audiences and Oscar voters.

For the documentary category, the FAP is supporting “58th,” which looks back at the Maguindanao massacre and the journalists who were among those killed. Villaluna said the film represents “memory against forgetting” and a continuing fight for accountability, press freedom, and recognition for the victims.

Nessa Valdellion, producer of “58th,” said the project marks the first festival film from GMA and GMA Public Affairs after years of producing TV documentaries. She said she had wanted to tell the story since the 2009 massacre. “I really want younger people to remember what happened so that it doesn’t happen again,” she said. 

Director Carl Joseph Papa said the film was also made with the victims and their families in mind. “Ginawa namin ito para kay Reynafe Vecastillo, para sa mga bosses na nawala. At sana magbigyan namin ng bosses ‘yong mga hindi na nakapagsalita ngayon,” Papa said. He added that the team hopes the film’s wider exposure can also help the pursuit of justice in the case.

“58th” will screen starting Sept. 16 at Shangri-La Red Carpet Cinemas, where it premiered during Cinemalaya. Valdellion described it as a “hybrid documentary” combining documentary footage and animation.

‘Filipinana’ leads international feature campaign

For Best International Feature Film, the Philippines is officially behind “Filipiñana,” which Villaluna described as “a sharp look at class, gender, land, tourism, and post-colonial power dynamics in contemporary society.”

Producer Bianca Balbuena-Liew of Epicmedia Productions said the team has been building its Oscar campaign since the film’s Sundance and Berlin runs. “We have the support of Oscar winners, Film4 Productions and Kino Lorber. And we’re continuing our festival journey, so I hope all this noise, this awareness, this acclaim, will take us far. Sana hanggang short list. But it’s a steep climb, but we are a big village talaga in Filipiñana.”

Producer Bradley Liew called the selection “a massive honor” for Epicmedia, while lead actress Jorrybelle Agoto said she never expected the film to reach the Oscar campaign stage. “Ako, never have expected na makakarating ako dito sa spot na magka-campaign sa Oscars ang film namin,” Agoto said.

Balbuena-Liew said the film had already made a strong showing in the United States, including what she described as its biggest weekend opening in New York for a Filipino film. The next step is to expand theatrical screenings in North America and other territories, while continuing screenings for Academy voters, publicity, and marketing.

FAP: Momentum, not guaranteed chances

Villaluna said the Philippines should not assume that having multiple films backed by strong international partners automatically means better Oscar odds. “It’s unfair to say we have better chances this year. What I can say though is we have the momentum,” he said. “Hindi tayo nagkukulang sa magandang pelikula. Nagkukulang lang tayo ng kaunti sa strategy at alam natin may financial support na needed.”

Villaluna said the FAP will provide financial support to all three films, subject to working financial plans, while also meeting with their producers and local teams to develop their campaigns.

“The job of the Film Academy is to convene and to guard the process,” Villaluna said. “We have to make sure lahat ng contenders are actually eligible.” The FAP considered eight eligible films before arriving at its decision, he said. 

With “Filipinana” carrying the Philippines’ official international feature bid and “58th” and “Agapito” receiving support in their respective categories, the country is betting not on a single Oscar hopeful, but on a wider push to put Filipino cinema in front of Academy voters.

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