Indie agency lands GMA, Columbia deal for MMFF film

Independent entertainment and culture agency Lunchbox Philippines is expanding its footprint in the film industry, taking on projects that go beyond movie promotions as it builds partnerships with established studios and international distributors.

The year-old agency is closing 2026 with another milestone after being tapped by GMA Pictures and Columbia Pictures as the marketing partner for their Metro Manila Film Festival (MMFF) entry, “Amir.”

Directed by Zig Dulay and starring Dennis Trillo, Glaiza De Castro, and Argus Aspiras, the fantasy drama follows a 10-year-old boy whose family faces a looming threat that endangers their village. Rooted in the heritage of Muslim Mindanao, the film explores family, community, and the challenges that test their bonds.

Meaningful story wider audience

For Lunchbox founder Carl Chavez, the collaboration gives the independent agency an opportunity to work with an established local studio while bringing a meaningful story to a wider audience.

“For GMA to bring an independent agency like ours into the fold is an exciting time for connecting a story as nuanced as ‘Amir’s’ to the right audiences,” Chavez said.

Managing partner Frankie Primavera said the film aligns with the agency’s commitment to championing stories that deserve more attention.

“‘Amir’ tells a kind of story we don’t hear enough about today,” she said.

The partnership took shape after GMA Pictures executive vice president Nessa Valdellon became familiar with Lunchbox’s work through a film marketing workshop led by Chavez.

Expanding beyond film marketing

She took particular notice of the agency’s campaigns for Antoinette Jadaone’s “Sunshine” and Petersen Vargas’ “Some Nights I Feel Like Walking.”

Chavez said the campaign for “Amir” would take a different approach by bringing attention back to the cinema experience.

“With ‘Amir,’ our campaigns will go back to the real essence of cinema viewing: a great story is most beautifully experienced inside a cinema,” he said.

Lunchbox has also handled campaigns this year for Irene Villamor’s “The Loved One” and Rafael Manuel’s “Filipiñana,” the Philippines’ entry in the International Feature Film category of the 2027 Academy Awards.

A story still unfolding

The agency also received recognition at the Kidlat Awards, taking home the Grand Kidlat for its interactive campaign for “Some Nights I Feel Like Walking.”

In September, Lunchbox moved into theatrical distribution after securing the local rights to A24’s Cannes breakout film “Club Kid.” Chavez also represented the agency as a panelist at the Asian Contents and Film Market in Busan, South Korea.

For Primavera, the agency’s growth is part of a larger story that is still taking shape.

“Because Lunchbox itself is an unfolding story that we want to keep telling people about,” she said.