SM Cinema organized the 1st ever Cinema Convention in the Philippines and it was called "Cinexpo", at first I got intimidated by the entrance fee price of the 2 day2 convention and because that I can't afford big bucks for an entrance fee ( but can afford for a rock concert ticket) I just tried my luck and got an all access media pass for 2 days and thanks to SM Cinema for the passes and to Warner Bros. Phil. for helping me reach out SM Cinema admins. In these times, we really need to regroup and reformat everything just to make the industry more lively, profitable and healthy. The Cinexpo brings everyone here to discuss and share their ideas and concept to lift the Philippine cinema and movie industry. Exhibits, props, displays, movie roadshows, film showings, photo op with celebs and listen to powerful keynote talks by top speakers from the tv-movie industry. ( Read more below)
I went there in day 2, and because that Lace's birthday is on the day 1 of the event, I decided to go there on the 2nd day and catch up everything I miss. I just found out that the movie company's road show is very interesting, for me it is one of the best show at Cinexpo, I just saw their reels and upcoming movies that will be shown for this year. The keynote talks are nice and very educational and most of the audiences are people from the movie and marketing industry, film students and film studios who are in the independent and mainstream level.
Color grading and VFX Case Studies
I just caught up the keynote talk by Optima Digital, and its about "Color grading and VFX Case Studies", speakers Mr. Pete Jimenez ( General Manager), Mr. Stephen Sy (Visual Effects Supervisor) and Ms. Marilen Magsaysay ( Senior Colorist) were on stage showing to us the step by step process of adding 3D and computer generated effects to one of their tv ad commercial, and I got amazed to see the pre and post processiong version of the tv ad. They combined 3D and a chroma background and live shoot footage. Everything can fool your eyes and it generates a great special effects that can value into a great marketing material for tv and movies.
Q and A with Optima Digital
After the talk, the host of the Cinexpo raffled off some cinema tickets and other goodies. They did a trivia contest and I just learned that the biggest cinema in the Philippines is the San Miguel-Coca Cola Imax theater in SM Mall of Asia, and the reason and explanation that we have a lot of SM Malls in the country, because all Filipino deserves to experience and feel more of the SM experience.
Viva Films Roadshow
After the raffle, the next keynote speaker is Mr. Vincent Del Rosario ( Executive Vice-President) of Viva Films. He went up on stage and was accompanied by Viva Hot Babes members Precious Adona and Jennifer Lee. And after the short intro, he told us that the Viva hot babes will be reformated soon and there will be a meet and greet photo op with the 2 girls. So after checking out the Viva Films roadshow, I grabbed some hotdogs and Nescafe coffee and then I went outside to check out the exhibits and got a great opportunity to meet Precious and Jennifer, too bad that I don't have my FHM that time, I could have got their autographs and Precious said "sayang!", but its okay, its great to meet them and never worry to fall in a long line in every FHM event.
Viva Films Roadshow video
Viva Films Q and A
According the Mr. Vincent Del Rosario, SM just helped a lot of studios and company in the cinema industry and because of its film shares, the industry survives in the coming crisis and still alive and continue to grow more.
Cinema Advertising:Engaging the Heart and Mind of Your Audience
The next keynote is about "Cinema Advertising:Engaging the Heart and Mind of Your Audience" and it was conducted by Mr. Raymund De Vera (VP-Ad Sales and Marketing ACCESS) also a Sales Representative for AXN and Animax. I learned a lot from him in the world of advertising in cinemas, it can be in the movie or for the movie. Lots of new concepts has emerged and it grab an entertaining view in the world of advertising for movies. He said that little companies must have big ideas and it is very important to have it and in order to have a good competition, we need to change the game to get more attention, having a personal relationship is needed do somegthing radical (and cool). Also after the talk I asked a question to him about viral marketing, and it it is very effecting in using it as your marketing tool, but then he asked me back and said if I'm going to use that style, but I said to him that I just observed that many companies today are switching to that idea, sometimes viral marketing can be entertaining and also offensive, and he just answered my question that viral marketing can loose a lot of credibility if the one who will deliver is anonymous and you need a very powerful name and company just to make the people believe on it. Grabbing attention in advertising is very popular now a days, and with the 3D billboard ads and eye catchy messages are very effective in getting attention to people, target audiences are very curious on what will happen if I press this button, thats the power of advertising for movies.
Anti Piracy Campaign
The next keynote talk is the Optical Media Board or OMB, and they shared to us about their "Anti Piracy Campaign", Atty. Rosendo Menesser ( OMB Executive Director), expresses his feelings about the rampant trade of pirated media materials here in country, he also told us that the Philippines is now the capital of pirated movies and even the source for producing it for other countries. 90% of camcorded movies came from the Philippines and because of this alarming news, the OMB stepped up and controlled the illegal activities.
here are their report to us
- OMB has 200 case of camcording incident in SM Cinema
- OMB can do 10 raids per year in piracy den
- in 10 raids they only have 1 million pesos budget for the entire year
- Microsoft and the Movie Picture of America are supporting OMB to fight piracy in the Philippines
- no law yet and punishment for anti piracy producers
-OMB is now proposing to regulate a rule and law for media piracy
-media pirates can be charge and pay a higher penalty that can make financial burden to them, thus to make piracy is not a very profitable business (if not for death penalty)
- in 2-3 years, digital media piracy law will be applied in the country, that includes digital media files being downloaded in the internet.
- OMB will deal on internet crime soon.
Is Branded Entertainment the New Advertising?
Final keynote talk is about "Is Branded Entertainment the New Advertising?", the talk was spearheaded by Mr. March Ventosa ( VP-Marketing for ABS-CBN). I didn't know that the thing I saw on movies and on tv is called branded entertainment, that includes the massive advertising materials of companies that we see in some scenes of a movie, and for a movie outfit it really works and it can make the movie production financially stable, however, there are some bad points in having it and sometimes it reflects negative perseption to the audience, the example given to us is a scene from the "Castaway" movie of Tom Hanks, they show the Fed Ex brand and the story of the movie. Is the Fed Ex plane really that careless? crashing it and let Tom Hanks open some of the package and use it in order for him to survive. I guess you know what I mean, and that thing was called Branded Entertainment.
BMW M5 Commercial featuring Madonna and Clive Owen Director : Guy Ritchie Music : Song 2 by Blur & Ride Of The Valkyries by Richard Wagner
One good example is the Clive Owen vs. Madonna tv commercial, it is not a commercial,but its a 7 minute tv short film, that act as an ad for a car.
Mr. Ventosa shared to us the ABS CBN's powerful reel and we were introduced to their ABS CBN 360 project, were they integrated the tv media into the online, offline,print, and different channel to have a better form of brand advertising, and with this concept and idea, it really amazes me that ABS CBN is such a genius in having this.
he said
-information and entertainment is accesible
-it is better to have a real brand used in an entertainment program instead of a fictious brand, which will raise a lot of question afterwards if that brand exist.
- branded entertainment are used in music videos, movies, and tv, having an integration of product message into tv programming is very powerful and it attracts a lot of audiences.
I called it a wrap after seeing the road show of ABS CBN, I went out of the hall and decided to check out the exhibit and booths, I also got a great photo op with Precious and Jennifer, talked to people of Regal Films and Viva films, visit the booth of SM Cinema and saw this vintage film projector exhibited in the middle, I think this was used during the 70's. The Cinexpo is an outstanding success, I'm now more excited on next year.
here are some videos.
here are some podcast of the speaker's keynotes
(to be posted soon)
more photos here at SM Cinema's Cinexpo : The 1st ever Cinema Convention
