Category Archives: Film Criticism

The Petty Politics of Anonymity

In a country like Pinas with its history of several systemic impediments to social change, such as colonial occupation and authoritarian regimes, anonymity has proved to be a useful, even honorable, device. Underground opposition groups benefit from posting their critiques in their long-running cat-and-mouse skirmishes, proceeding from the guerrilla-warfare examples of predecessors throughout global history.

From “The Joy of Anonymity in a World that Craves Attention” by Zach D, Medium, November 2, 2018. [Photo by Jaroslav Devia]

11011What I find concerning in my circumscribed area of specialization though is a contemporary “viral” poster who’s been dispensing judgmental remarks and ratings for the past several years. I’d previously posted observations about the flaws in this person’s methods, and apparently several practitioners as well as some of his followers have started expressing dissent or dissatisfaction wtih his pronouncements. But what alarms me is the lack of objections among practitioners to his insistence on maintaining anonymity.

11011It’s producers and artists I have to call out, because as far as I know, they’re the ones who’re aware of the identity of this so-called critic, who requests attendance at their press previews. Organized groups have responded differently (or worse, indifferently), as would be their wont. The most recent group, honest enough to drop the C word in their name, was the Society of Filipino Film Reviewers, which offered to provide membership to the writer in question on condition of identifying himself in his public posts. On the other extreme is the Manunuri ng Pelikulang Pilipino (Filipino Film Critics Circle, on which more later), which remained quiet except for one of its members expressing amusement with and tolerance of this particular commentator’s practice.

11011The most successful anonymous activist group at the moment is called, aptly enough, Anonymous, a hacker group that punishes abusive Western institutions by launching cyberattacks against their internet operations. I’m old enough to acknowledge participating in underground media in some antidictatorship projects in the distant past; but I also found myself at the receiving end of so-called critics, organized by a publicist suspected of being a government informant, who wrote a series of anonymized attacks against personalities they considered compromised because of popular success and therefore fraudulent in their claims to progressivity, and included writers they considered supportive of such individuals. Part of my entire critical mission, even before these ideological purists came along, was to point out that the condemnation of mass patronage leads to unproductive culs-de-sac, premised on flawed readings of leftist culture theory and not much different from reactionary critical approaches.

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11011Anyone who’ll say that the current author in question is spearheading new ways of thinking on media that could potentially endanger his personal safety is as much of an ignoramus as he and should be permitted to withdraw from our present discussion. The only argument left for said writer to wield is that of privacy, which should normally be observed by anyone including myself, regardless of my unqualified support for outing closeted celebrities. However, as I’m sure most practitioners are aware of, media producers and creatives are not entitled to the same luxury of privacy, unless they prefer to withhold from themselves the benefits that accrue from successful (and therefore profitable) practice.

11011There are two speculative possibilities then, one mildly positive and the other positively awful. One is that media practitioners don’t really have much regard for criticism: whether you append your name to a review or use an alias, they’ll pretend to be concerned but really couldn’t care less, since for the most part the commercial performance of any release can be historically overdetermined (e.g., James Cameron’s Titanic will make its global box-office record even if all the world’s critics unite in describing it as an entry that deserves to sink to the depths of forgettability). The other possibility is that artists keep quiet when some of them acquire acclaim from an author, and resolve to just wait their turn, hoping it comes sooner than later.

11011This second option parallels what happens on a more comprehensive annual scale, when bands of critics retreat into the anonymity of film awards, as the Manunuris were first to exemplify. Like the writer under discussion, they declare their decisions as unhampered by influence and motivated by concern for artists and audience—both self-serving distractions, as any intensive analysis of the historical record will reveal. The community of artists appears less inclined to buy into these shameless lies at present, compared to earlier generations’ responses, but enough of a supportive press machinery springs to action during awards season to celebrate these critics’ decisions; which means those excluded from nominations or awards are expected to display good sportspersonship, allow their winning colleagues to praise the critics’ critique-less integrity, and hope their own good behavior will be rewarded at some future point.

Strasbourg Roi des rats (rat king) by Edelseider, modified by Lämpel.

11011As I wrote in a prior study, the practice is not even modern if we were to look for Western equivalents. The uncommon practice of less-than-adequate writers who benefit from collective protection and keep their interests intertwined, resulting in a scary but fascinating spectacle, resembles the hold that the Rattenkönig or rat king once had on the public imagination. Defenders of tradition might respond that our contemporary viral critic is unnamed, unlike the members of the critics’ group that I compare him to. But the analogy I make is simple enough to be comprehensible to anyone: when any local industry practitioner tolerates his anonymity, she may just as well be replicating her response to organized critics when they unify their individual identities in a judgmental scam that purports to be above everyone, most especially the recipients who compete for it and feel fulfilled even without the benefit of productive critical commentary.

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Á!


Madonna of the Revolution

Lakambini [Noblewoman]
Directed by Arjanmar H. Rebeta
Written by Rody Vera

The biggest still-to-be-resolved controversy about the Philippines’s anticolonial revolution, the first in Asia, centers on the status of Andrés Bonifacio, founder of its liberation army, the Katipunan. Most adequately schooled natives would be aware that recognition of his stature as head of the country’s liberated territories was wrested by a faction that derided his status as uneducated and low-born, despite overwhelming evidence that he’d attained higher levels of historical and political awareness, a result of persistent self-education, than his critics. As a result of duplicitous maneuvering, he and his brother were subjected to a mock trial and summarily executed, their bodies never found despite an arduous month-long search covering two mountains by his widow, Gregoria de Jesús.

11011Also known as Oryang, de Jesus specified Lakambini as her nom de guerre, in acknowledgment of her husband’s position as Lakan or ruler. She accused agents of the usurpation forces of rape and was warned that she could be targeted for assassination. Julio Nakpil, one of her late husband’s lieutenants, married her and kept her safe, enabling her to survive nearly half a century after Bonifacio’s death. A lesser-known fact is that Bonifacio had appointed her his Vice President, which would have made her his successor if the revolution had not been betrayed by Emilio Aguinaldo.

Rocco Nacino & Paulo Avelino (left) as the young Andrés Bonifacio and Julian Nakpil; and Spanky Manikan (right) as the elderly Julian Nakpil. [Screencaps by the author]

11011Oryang not surprisingly lived out the rest of her life as a traumatized and oppressed figure, although she drew enough inspiration from her years of struggle to be able to codify the lessons she picked up. The challenge for anyone attempting to accomplish a feature film about her would be manifold enough to discourage profit-oriented entities such as the Metro Manila Film Festival, which refused to provide financing for Lakambini (not the only prestige project it turned down in a long history of more questionable entries than memorable ones). Aside from the whopping budgetary requirement of recreating scenes over a century in the past, an extensive millennial-era release had also tackled the same biographical narrative – Lav Diaz’s eight-hour Hele sa Hiwagang Hapis (2016).

Lovie Poe (left) and Elora Españo (right) as the young Gregoria de Jesús. [Screencaps by the author]

11011As if these travails weren’t enough, the Lakambini project suffered from scheduling complications as well as a surfeit of newly uncovered information and insights provided by contemporary historical developments, duly documented by the production team. The feature was initially meant to be a joint project of Jeffrey Jeturian and Ellen Ongkeko-Marfil, with the latter eventually deciding to assume creative producer functions. The final film credits Arjanmar H. Rebeta as director, but also makes use of the aforementioned interview materials as well as subsequent footage where a new actor, Elora Españo, replaced Lovi Poe; still one more actor, Gina Pareño, portrayed Oryang as an elderly citizen.

Gina Pareño as the elderly Gregoria de Jesús. [Screencap by the author]

11011To be sure, the use of multiple actors to portray the same character had already been attempted in earlier films, notably in That Obscure Object of Desire (1977), Luis Buñuel’s well-received last film. But where Buñuel’s purpose was to illustrate the central male character’s shifting perceptions, Lakambini’s turn (as articulated in the film by its director) serves to impress on the viewer the possibility of Oryang representing not one fixed type, but the fuller array of Philippine womanhood. The film’s purpose is further heightened by the actors’ capabilities, with Pareño, an entire cluster of her own share of well-publicized trauma and triumph behind her, ushering the text’s literal mergence of fiction and fact in a remarkable final sequence that will be permanently imprinted on the memory of anyone who watches it.

11011The only possible hesitation for most audiences, apart from the film’s formal novelty, would be the unremitting sadness of Oryang’s story: not only was she, like the revolution, violated by the very people expected to support her cause, she also lived through all three periods of vicious colonization, dying during World War II before the country attained any form of liberation. She allows herself some consolation in hearing the news of the failure of the fraudulent president’s attempt to legitimize his bloody power-grab via national elections, but issues perhaps the most important historical principle ever made by any Philippine political entity: that history, in its own time, will unmask hidden iniquity (preceding by a few decades Martin Luther King’s much-quoted statement on the arc of the moral universe bending toward justice).

11011Yet the filmmakers involved in the project had been capable in the past of creating difficult reflexive material with light-handed, even comic applications.[1] The daring with which they packaged the narrative of Gregoria de Jesús has not only accurately represented her as a polysemic figure, capable of addressing folks from several generations and persuasions and possibly even nationalities; it has also made her recognizable to millennial audiences, with their preference for experiencing multimedia banter and tolerance for crisscrossing various levels of reality. Lakambini has enabled her to step into the here and now, and the pleasant surprise is that her messages continue to resonate.

Note

Previously published July 27, 2025, in The FilAm. Non-essential disclosures: I was present during the feature film’s first day of shooting, intending to occasionally attend in order to observe a post-celluloid production, since the technological transition to digital occurred while I was busy writing my doctoral dissertation. I was also chair of the board of jurors during the short film festival where Arjanmar H. Rebeta’s entry (see note below) won several prizes. Finally, before production started, I wrote “Theater, Film, & Everything In-Between,” effectively an introduction to Two Women as Specters of History: Lakambini and Indigo Child by Rody Vera (Ateneo de Manila University Press, 2019), the annotated and translated screenplays of two prizewinning films; the book, also a prizewinner, was edited by Ellen Ongkeko-Marfil.

[1] Each of the names who directorially participated had works that may be classified as reflexive but in differing respects: Ellen Ongkeko-Marfil’s last completed film, Indigo Child (2016), was a documentation of a restaged play; Arjanmar H. Rebeta’s previous work, “Libro for Ransom” (2023), was a short film on an investigative journalist’s pursuit of the truth behind the disappearance and recovery of the novels of José Rizal in 1961. Jeffrey Jeturian had two titles, Tuhog (Larger than Life, 2001) and Bikini Open (2005), the first a tracking of the process of the adaptation of a rape case for a commercial film project and the second a mockumentary on a beauty contest.

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A Measure of Devotion

Faney [Fan]
Directed & written by Adolfo Borinaga Alix Jr.

Left: Milagros (Laurice Guillen), hearing the news about Nora Aunor’s death, goes over her collection of Noranian memorabilia. Right: Bea (Althea Ablan), discovering her great-grandmother’s devotion, introduces the word “faney,” contemporary slang for fan. [Faney, Frontrow Entertainment, Intele Builders, Noble Wolf, AQ Films; screen caps by author. Click on pic for clearer images.]

The reverberation of a life after one has died is no longer new because of the dissemination of media-generated popular culture. It should be no surprise that the departure of Nora Aunor has affirmed what film critic and Jefferson public service awardee Mauro Feria Tumbocon Jr. described as “a subgenre yet to be named, where Aunor plays herself as singer-performer” – except that in the recently released Faney, she no longer exists in our world. The film, part of a substantial list of works already completed (some with her still alive in them), is evidence of how intensively she focused on the legacy she wanted to leave behind: not in terms of trophies or material wealth, but in the record of solid performances that she became known for since her emergence as the country’s most capable actor in the 1970s.

Recovering from the shock of hearing the news, Milagros “remembers” her idol by performing highlights from her favorite Aunor films – left, Bilangin ang Bituin sa Langit (1989, dir. Elwood Perez) and right, Himala (1982, dir. Ishmael Bernal). [Faney, Frontrow Entertainment, Intele Builders, Noble Wolf, AQ Films; screen caps by author. Click on pic for clearer images.]

11011Faney also testifies to how carefully she cultivated artistic alliances, with Adolfo Alix Jr. taking the place of Mario O’Hara, whose untimely demise from leukemia she mourned openly. Alix was more prolific than O’Hara and already had a few noteworthy projects when he and Aunor first collaborated, but again like O’Hara, his growth trajectory found a grounding that it had been seeking out. Part of the confidence he needed was provided by Aunor herself, since her sheer presence in any type of undertaking always assured, at minimum, an exceptional delivery and a sense that she’d intervened in the project not for highlighting or glamorizing herself, but for enriching the text’s sociopolitical possibilities.

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Left: Outside the funeral parlor of Aunor’s wake at Heritage Memorial Park, Pacita M. (Roderick Paulate) accosts an interloper whom he recognizes as belonging to a rival camp. Right: After a sabunutan (hair-pulling contest), the rival’s toupee comes off, which Pacita M. then treats it like a washer in sipa (a native footbag-like game). [Faney, Frontrow Entertainment, Intele Builders, Noble Wolf, AQ Films; screen caps by author. Click on pic for clearer images.]

11011One byproduct of her renewed productivity, after an extended sabbatical in the US, lies in the number of industry participants who had been formerly indifferent, sometimes even hostile, toward her. Faney features a comic turn by Roderick Paulate in his famed Rhoda persona, playing a devotee who’s accused by another fanatic of betraying a rival star, with whom he erupts in a hair-pulling contest. The character who first mentions the film title is played by Althea Ablan, who’s typically millennial in her adulation of a fictional boy band, while her grandmother is essayed by long-time Aunor associate Gina Alajar, serving as the voice of caution regarding her own mother’s overwhelming, decades-spanning fanaticism.

Left: Wandering on the memorial park grounds, Milagros runs into Edgar (Bembol Roco), with whom she has a wordless, inconclusive confrontation. Right: Ian de Leon, Nora’s biological son, who thanks the mostly elderly fans who showed up at Heritage, is embraced tearfully by Milagros, with Bea realizing that Noranian fandom has been more enduring than her own K-pop fanaticism. [Faney, Frontrow Entertainment, Intele Builders, Noble Wolf, AQ Films; screen caps by author. Click on pic for clearer images.]

11011The great-grandmother on whom the narrative turns (described as “emotionally wrought yet effective” by film expert Jojo Devera[1]) is embodied by Laurice Guillen, who springs a few surprises with her presence. She’d trained in theater, as Paulate also did, and where Aunor once immersed in productively: anyone fortunate enough to have seen this trio in their respective stage appearances would instantly understand why theater’s any actor’s true medium. But after several film directors, including the otherwise reliable Lino Brocka, could not maximize her performative potential, she found her own footing when she ventured into film directing. The first jaw-dropper is in how she never had any solo-lead film roles all this time, with Faney constituting only her third, after Jay Altarejos’s Guardia de Honor last year and Alix’s Karera in 2009. The more startling revelation is how perfect she turns out to be for the part, as if all the years of being kept from disclosing her full store of histrionic talent enabled an outpouring of, to use the proper descriptor, Noranian proportions.

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Left: Informed that the parlor will have to close early for that day, the fans decide to continue waiting outside. Right: After Milagros says that she accepted any actor paired with Aunor, Lola Flor (Perla Bautista) says that she preferred the blockbuster Guy & Pip (Tirso Cruz III) love team most of all and describes how she would stay all day in the movie house and made sure to eat without taking her eyes off the screen. [Faney, Frontrow Entertainment, Intele Builders, Noble Wolf, AQ Films; screen caps by author. Click on pic for clearer images.]

11011Only favorable results can arise out of such an approach. The film’s few technical imperfections can be overridden by such an all-infusive display of prowess, with several introspective moments held fast by the eloquence of her appearance: where Aunor made her eyes speak volumes, Guillen deploys her entire face – an even more effective mechanism, truth be told. Her penultimate silent moment is when she encounters a male contemporary who we also see for the first time, and no words need to be uttered for us to deduce that he had shared a past with her. This also serves as a throwback to the climax of Aunor with Vilma Santos in Ishmael Bernal’s Ikaw Ay Akin (1978), which is not the only reflexive moment in the film. In fact the entire outing offers a cornucopia of references for any avid pop-culture follower, starting with the aliases the followers give themselves – “Bona” for Milagros (Guillen’s character) and “Pacita M.” for Paulate’s hell-raising smarty-pants – as well as wisecrack exchanges that sound increasingly familiar until the characters declare the titles of the source films.

Left: Still lighthearted, Pacita M. narrates a low point in his life, when (like many Noranians) he had to work overseas and be unable to see Aunor in person for several years. Right: Milagros returns with her granddaughter Babette (Gina Alajar) and Bea to visit Aunor’s grave at the Heroes Memorial Cemetery. [Faney, Frontrow Entertainment, Intele Builders, Noble Wolf, AQ Films; screen caps by author. Click on pic for clearer images.]

11011But it’s in the self-owned silent moments where Guillen makes her mark. The first one, when Milagros hears the news of Aunor’s death and brings out her memorabilia collection, sets the tone of melancholy over loss and aging with the comic undercurrent of insistent, undying obsession. The last one, where she stands with her family over Aunor’s grave and gazes in the distance, will reward any open-hearted viewer with an unexpected moment of grace that doesn’t have to be spoiled in a review. Just make sure to allow Faney to make the mark that Aunor left for us to savor.

Note

First published June 14, 2025, as “Laurice Guillen Is a Devoted Nora Fan in Tribute Film Faney,” in The FilAm.

[1] Devera also provided a later insight, confirmed by the director, to account for how the film was able to make the most of the presence of crowds at Heritage Memorial Park as well as the prevalent air of melancholy that descended on the city: Alix conceptualized and cast the film as soon as the news of Aunor’s death broke out, and took the actors to the relevant locales during the period of her wake.

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Counteractive

Kontrabida [Villain]
Directed by Adolfo Borinaga Alix Jr.
Written by Jerry B. Gracio

After completing work on Kontrabida, Nora Aunor was finally declared National Artist, minus the execrable intrusion of any political leader or showbiz rival (essential disclosure: in June 2014, The FilAm was the first publication to criticize the ill-advised decision by President Benigno Aquino III to drop her name from the list of submissions). What should have been happy news, however, turned out distressing for her followers: she endured a severe medical emergency, declared dead at one point but revived through the intervention of an understandably panicked health team.

Anita as a haughty society matron, in her opening dream sequence. [Screen cap from Kontrabida, courtesy of Magsine Tayo!]

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11011Kontrabida might therefore be the last opportunity to watch a consummate Aunor film, although the hesitation of casual viewers would be understandable. Its director’s track record has been spotty, and the Metro Manila Film Festival’s consistent rejection of its participation is reminiscent of its judgment on her own auteur project, Greatest Performance, in 1989. Yet what traces remain of GP suggest an ambitious and exemplarily performed work, one of the MMFF’s gravest missteps in a long list of embarrassments. Kontrabida’s an even more egregious instance of insider politicking and institutional negligence.

11011Any initial viewing will instantly distinguish the film as reminiscent of Aunor’s case history during her peak premillennial years, when filmmakers would be able to realize significant achievements by simply having her on board; her skills in streamlining, clarifying, and amplifying character attributes was (and remains) second to none, ascribable to her intensive experience in creative processes and immersion in her compatriots’ sociological concerns. Kontrabida has also turned out to be her first millennial project that references her stature as queer icon, resisting the typical indie practitioner’s tendency to recognize her considerable store of gifts by unnecessarily pedestalizing her.

Jaclyn Jose as Dolly, a devoted fan of Anita. [Screen cap from Kontrabida courtesy of Magsine Tayo!]

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11011The best way of extracting the film’s potential would be by focusing on the persona that she proffers, inasmuch as Aunor appears in every scene. Early in the plot, her Anita Rosales prepares to dispose of the bric-a-brac she accumulated as a movie supporting player, including her only acting trophy. Any devoted Philippine cinema observer would readily recognize that the object happens to be Anita Linda’s only Maria Clara award, the first institutional prize ever handed out for local film achievement. A fan of hers shows up to purchase it, and it turns out to be played by the recently departed Jaclyn Jose – who professes so much devotion that she decides to return the item to its owner.[1]

11011The parallelisms with film history are profound and moving, yet unobtrusive enough to remain hidden for those who prefer to ignore them. Aunor was the actor who set out to challenge Linda’s First Golden Age stature as the country’s greatest performer and succeeded due to her marshaling of her own privileges as the most successful star in Pinas cinema as well as the upgrade in resources and sensibility of the Second Golden Age; Jose meanwhile carved out her own niche in depicting characters ravaged beyond redemption by poverty and managed to snag the much-coveted Cannes Film Festival best actress prize in the process.

Anita comforts her intellectually challenged neighbor Jai after his father went berserk during his mother and her new partner’s wedding. [Screen cap from Kontrabida courtesy of Magsine Tayo!]

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11011Linda had been gone by the time Kontrabida was made (her final starring role was also in an Alix film), but neither Aunor nor Jose, just like Linda before them and unlike a long list of their contemporaneous performers, make an effort to recapture their appearance during their Golden Age glory years. The weight they put on, the wrinkles, lumps, and veins on their faces, their slower movements and weaker physical capacities – all affirm their lifetime aspiration to enable their audiences to identify with them. In this instance, they constitute a redefinition of glamour for those who care to ponder on these matters: that it might mean conforming to a near-unattainable youthful ideal for the vast majority, but it could also mean the fulfillment of long-cultivated potential offered for widespread and long-term public consumption: talent, to paraphrase Pauline Kael, will always be a surer guarantee of glamour.

11011Alix of course had collaborated long enough with Aunor to be able to provide unintrusive details that function like humor devices, and then some: Anita begins by slapping someone in her high-camp dream where she plays a society matron, but gets slapped symbolically by her working-class existence in a crisis-ridden administration; she may have retained ownership of her acting trophy, but we eventually get to see how Aunor herself regards these empty symbols of triumph;[2] she lives in a world where those who recognize her adulate her for her past attainments, but she pays the closest attention to people taken for granted by everyone else.

After helping her rehearse for her comeback role, Ramon asks Anita to dance with him. [Screen cap from Kontrabida courtesy of Magsine Tayo!]

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11011Toward a later part of the film, Alix introduces Bembol Roco, one of her few male contemporaries who has perfectly understood that one must complement Aunor in order to survive a scene with her, in the role of her infirm ex-husband Ramon. The exchanges of scripted lines between them play on their characters’ real-life circumstances and display the warmth and collegiality that their long-time immersion in Philippine film culture has enabled. Anita then forms a pistol with her fingers and aims it at Ramon, then reflexively remarks “bad acting” about herself. The gesture’s payoff is earth-shattering but doesn’t have to be spoiled in a review. Kontrabida nonetheless deserves to be watched for all the tremendous pleasure and pain that the full life of a genuine film artist has brought to the project.

Notes

First published November 18, 2024, as “Nora Returns Minus the Glamour of the Glory Years,” in The FilAm.

[1] Dolly claims that Anita turned her life around by inspiring her to avenge herself on her wrongdoers. In her real-life career, Jaclyn Jose became a much sought-after camp presence in TV drama by specializing in comically snobbish aristocrats, similar to the characters that Anita dreams that she portrays, but directly opposed to Nora Aunor’s actual movie persona.

11011Her first significant interview was titled “Walang Bold sa Langit [Bold Not Allowed in Heaven]” (1986), conducted by Ricky Lee, retitled “May Bold Ba sa Langit? [Is Bold Allowed in Heaven?]” and reprinted in his 2009 anthology Si Tatang at Mga Himala ng Ating Panahon: Koleksyon ng mga Akda or Old Man and the Miracles of Our Time: Collection of Writings, pp. 70-74). In it, Jose mentioned watching Ishmael Bernal’s Himala [Miracle] (1982) for her lesson in acting excellence and described how she wished she could perform on the same level that Nora Aunor had demonstrated, attaining maximal impact via the smallest of gestures. A final Noranian intertext occurs in Emmanuel Dela Cruz’s 2005 film Sarong Banggi [One Night], where Jose’s character, also named Jaclyn, professes fanaticism toward Aunor, her fellow Bicol-born native. (Thanks to Deo Antazo for this vital recollection.)

Nora Aunor on the set of Kontrabida, with Anita Linda’s memento. [Photo by Adolfo Borinaga Alix Jr.]

[2] I am indebted to critic-archivist Jojo Devera, not just for providing access to Kontrabida, but also for pointing out the function that Anita Linda’s Maria Clara trophy signifies in the plot of the film.

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First Blush

Unang Tikim [First Taste]
Directed by Roman Perez Jr.
Written by Mariane Maddawat

Launched during the start of the current decade, the Vivamax arm of Viva Films swiftly dominated the subscription streaming services of Philippine cinema and never let up since. The answer will be obvious to anyone who checks out Netflix and several other so-called over-the-top (meaning bypassing middle agencies) services: specialized products, less costliness for the consumer, absence of censorship. It also doesn’t take a lot of figuring out to determine what material the service focuses on, which is what the majority of homesick overseas kabayans demand – sex, as much as the average film presentation can contain without devolving into gonzo pornography, softcore style.

11011Philippine-based recognition mechanisms still have to give Vivamax its due,[1] but an American film festival, the FACINE International, already gave its grand prize last year to Lawrence Fajardo’s Erotica Manila: Foursome, a concatenation of TV-style shorts. Its gold winner for short film was a hard-hitting satire titled “How to Make an Effective Campaign Ad,” directed by Roman Perez Jr., who also took charge of the first theatrically released Vivamax project, titled Unang Tikim (literally First Taste, officially translated as First Time).

The first couple, Yuna and Becca. [Unang Tikim, Pelikula Indiopendent & Viva Films; screen cap by author]

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11011So far the film has attained the stature of moderate box-office performer, running into its second week in selected venues – certainly a far more preferable fate than the usual theatrical flop that characterizes even major releases nowadays. More surprising is the type of theme tackled by Unang Tikim: sex, as expected of a Vivamax production, but with the primary relationship transpiring between two women. To be sure, positively depicted lesbian narratives are not new to Philippine cinema, although they occur with far less frequency than gay-male stories. Marilou Diaz-Abaya, the first woman-filmmaker National Artist, arguably started the trend in 1986 with Sensual, also a “bold” (or sex-themed) venture like Unang Tikim.

11011The primary points to make regarding other early attempts at recuperating same-sex love stories between women is that first, they were mostly featured as subplots in straight-centered narratives; and second, they had to contend with the usual homophobic demonization of gay women in local releases. (I can only remember one other premillennial release, Mel Chionglo’s I Want to Live from 1990, as another woman-positive presentation; an earlier “event” movie, Danny L. Zialcita’s T-bird at Ako [Lesbian and Me] from 1982, resorted to visiting violence on its lesbian character, although it nevertheless features a sharply observed turn from another National Artist, Nora Aunor.)

The rival couple, Yuna and Nicco. [Unang Tikim, Pelikula Indiopendent & Viva Films; screen cap by author]

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11011The digitalization of film production during the millennial era brought with it a number of well-realized women’s love stories, most of it from independent producers, with Sigrid Andrea Bernardo’s 2013 Ang Huling Cha-Cha ni Anita (Anita’s Last Cha-Cha) standing out for being a coming-of-age tale, the distaff counterpart of Aureus Solito’s Ang Pagdadalaga ni Maximo Oliveros (The Blossoming of Maximo Oliveros) from 2005. In a remarkable category all its own is Joel Lamangan’s Sabel, a 2004 film based on the seemingly incredible though real life-based odyssey of a woman who started out as an easy-going teenager, entered the nunnery after giving birth, married the prisoner who raped her, then emerged after a long disappearance as a rebel warrior committed to a female spouse. (Sabel and I Want to Live were both scripted by yet another recent National Artist, Ricky Lee.)

11011Unang Tikim constitutes a throwback to the earlier sexualized treatments of lesbian film narratives, with one character’s bisexuality providing the crisis in the plot. It also desists from dealing primarily with “developments” in which one or the other character suffers physical homophobic retaliation – possibly a lack when we inspect actual lesbian stories, but strangely affecting in this case because of the respite it provides from the usual judgmental approach. The fact that Perez, in less than a decade of practice, has overseen well over a dozen film projects, alongside Vivamax’s determination to mount a widescreen-worthy attraction, has resulted in a work of ineffable sensuality and beauty.

Held by Nicco, Yuna finds support from Becca. [Unang Tikim, Pelikula Indiopendent & Viva Films; screen cap by author]

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11011What must have added to non-Vivamax viewers’ fascination is the fact that an impressive stable of talents has been residing in the studio – most of them necessarily excluded from mainstream TV-centered programs because of their readiness to bare flesh and engage in activities that may be considered less-than-wholesome, to put it mildly. The film embraces the central female couple’s class difference and even occasional bouts of rage alongside their expressions of passion, but always with a tenderness in its approach to their pain; when such respect for the humanity of Others is extended to the male interloper in their story, that kind of treatment makes total sense in the course of the unfolding of their difficulties.

11011The only complaint one might raise about Unang Tikim is how the measure of its throwback is too far off in the past,[2] so that the complications provided by more recent lesbian film romances seem to be way in advance of the characters’ fates. As if to dig in further, it provides a closure that nearly elevates its realistic material to the realm of the fantastic. But in terms of a narrative tradition that cannot boast of having enough happy endings, what the film purveys deserves to be regarded as an intervention worth maintaining.

Notes

First published August 23, 2024, as “A Lesbian-Positive Film” in The FilAm.

[1] On August 18, 2024, after I had drafted and submitted this review to The FilAm for publication, the Young Critics Circle announced that they were nominating Lawrence Fajardo’s Erotica Manila: Foursome, the same aforementioned FACINE gold prizewinner, for their Film Desk’s annual competition in all their available categories except first film. One of the few instances where I was glad to be proved wrong by my homegrown colleagues.

[2] Upon the filmmaker’s recommendation, I watched a previous film he made, titled Sol Searching (2018), and was appalled at the critical negligence it suffered, despite its clear superiority to nearly all the other titles released during the same period. In a social-network post, I speculated that this may also have been due to the work’s throwback properties, reminiscent of unpolished celluloid material as well as the “developmentalist” media policies of the early martial-law period during the presidency of Ferdinand Marcos Sr.

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Afflictions

The Hearing
Directed by Lawrence Fajardo
Written by Honelyn Joy Alipio

The twentieth edition of the Cinemalaya Independent Film Festival actually featured a number of entries that betokened its coming of age, inevitably disappointing certain sectors who would have preferred more of their type of cinema than see other samples being given equal time. One could construct a formal spectrum ranging from documentary to mainstream-starred feature and find various netizen voices clamoring for each one while deriding all the rest as unworthy of inclusion.

11011This may actually be a positive indicator of the event’s inclusivity (or its cynicism, if one were to adopt a more negative stance). Each of the entries was marked by its configuration of what “independence” meant for its own specific application, with the real-world intimidation of an entry that had to be consequently pulled from exhibition effectively rupturing the limits of this mode of practice: Lost Sabungeros, a documentary on 36 missing cockfighting enthusiasts, was announced as cancelled without any definite reason, fueling speculation regarding the intervention of prominent business and/or political figures implicated in the report’s findings.

11011Having no direct access to any screening, I can only provide cursory notes on critical responses to some of the entries as well as provisional commentary on one text made available by its production group. Advocates for reality-based film production have glommed onto Alipato at Muog (Ember and Fortress), directed by JL Burgos, about the well-known abduction and disappearance of his brother Jonas in 2007. Hysterical responses have also been expressed regarding Kip Oebanda’s Balota (Ballot), on the adversity endured by a public-school teacher tasked with delivering election results, played by deglamorized TV and movie star Marian Rivera (“the masses are stupid … putangina” went one contradiction-laden writeup). Several other commentators who foregrounded their ideal of neorealist-inspired indie practice (i.e., no professional performers, narrative drawn from real life, advancing a social problem that proper legislation could solve, if only) endorsed Richard Jeroui Salvadico and Arlie Sweet Sumagaysay’s Tumandok, on a Visayan Ati community’s struggle to raise funds to legalize their land claims.

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Lucas stares accusingly at Father Mejor, with the other townspeople unaware of the tension. [The Hearing, Cinemalaya, Pelikulaw, & Center Stage Productions, screen cap by the author]

11011As it turned out, The Hearing, the only entry to which I was granted access, embodied some of the most problematic responses in the commentaries of festival observers. No one denied the timeliness and urgency of its message, yet even its most enthusiastic responders couldn’t get over the fact that it wasn’t as polished as a feature film ought to be.[1] Its exceptional condition reminded me of an entry during the 2008 edition, Ellen Ongkeko-Marfil’s Boses (Voices), which was the festival’s only advocacy film – and the only movie excluded that year from a festival prize. That period of over a decade and a half in the past was certainly more saturated in indie idealism, with a self-declared film authority dominating the since-suspended Cinemalaya Film Congress in order to ensure that any hint of mainstream accommodation be exposed, denounced, and sidelined.

11011The Hearing will certainly bear close scrutiny as a bellwether of how far attitudes have shifted, if they ever did at all. So far, film analysts still feel stumped by their standard academic preparation in evaluating a work according to its several elements – a vexatious paradox, to say the least, since all those elements had already been brought together in order to arrive at a finalized work. The key to approaching such a film is in recognizing how its function as an advocacy piece aligns it more closely with the documentary than with feature-filmmaking tradition. As such, any viewing pleasure it provides will only happen to be coincidental.

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Asked to demonstrate how the violation occurred, Lucas relives his trauma all over again. [The Hearing, Cinemalaya, Pelikulaw, & Center Stage Productions, screen cap by the author]

11011The mise-en-scène immediately makes this purpose apparent. In keeping with its reduction in resources, the film’s characters are situated front and center, with the camera functioning as conversation partner. The strategy motivates the verbal exchanges, as it would in a regular feature film; but since the main character is speech-and-hearing impaired, his point-of-view shots are rendered with severely muted sounds, wherein his companions take time to use gestures or request sign-language users to convey their statements to him. The fact that the film refuses to violate his infirmity by, in effect, jump-cutting to the verbal articulations of his companions demonstrates how this type of advocacy filmmaking upholds the documentary project in accepting what historical reality has provided. We (as audiences) will just have to find our filmic pleasures in other ways.

11011The film also acknowledges the narrative’s real-life origin in skipping over the character’s judicial triumph – a gift of a grand jump-cut if there ever was one. We witness the siblings attempting to amuse themselves, and their parents taking in their children’s happiness while demonstrating some anxiety over a future in which they had isolated themselves from the largesse provided by clerical privilege; devastation eventually arrives in the form of statistical information flashed right before the closing credits. The Hearing offers no easy way out for its audience, inasmuch as its own characters had none of their own either. What it provides in exchange is the close, admittedly uncomfortable, association with the kind of person we would normally take pains to avoid if we could. The few sad moments it extracts ought to count as fair exchange.

Note

First published August 12, 2024, as “An Unpolished Film with a Timely Social Justice Message” in The FilAm.

[1] In February 2025, Lawrence Fajardo completed a tuned-up version of the film, effectively reducing its running time by about ten minutes. This may be considered the equivalent of a (so far unannounced) director’s cut. See the reconsidered review by Jojo Devera, “Passion and Compassion,” in his Sari-Saring Sineng Pinoy blog (uploaded February 13, 2025).

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Pinas Cinema’s Golden Ages & Their Discontents

This was the text of a short lecture I delivered at the Korean Federation of Film Archives on June 8, 2024, to accompany a retrospective of nine LVN films made between 1939 and 1960. The event was arranged and hosted by KOFA Programmer Park Se-ho in coordination with the Philippine Embassy in Seoul (under Ambassador Maria Theresa B. Dizon-De Vega, with the assistance of Cultural Officer Anthony Cornista); Charlene Park, a Korean born and raised in the Philippines, translated English to Korean and vice versa.

The term “First Golden Age” was first propounded in 1972 by film journalist Jessie B. Garcia, about a dozen years after the period ended. At least one more Golden Age followed, although if you wish to be comprehensive, there may have been four of these Golden Ages all in all, with the most recent one either still ongoing or already recently ended. The Second Golden Age, which is what the Philippines is better known for, occurred after the imposition of martial law by Ferdinand Edralin Marcos, the father of the current Philippine President, and ended when his dictatorship was dismantled by the people-power uprising of February 1986.

11011I had some difficulty writing about the problem of the Golden Ages concept, primarily because I was the one who declared, periodized, and evaluated the Second Golden Age, in an article I wrote in 1989. It was the lead article in my first book, The National Pastime, so with the expected critical responses that usually arise in a contentious culture, I thought that it would be encounter the most number of deconstructive objections. To my surprise, even the harshest critics of the book assumed that it was the most reliable entry and made no mention of it; the term Second Golden Age has showed up even in foreign publications describing historical trends in Philippine cinema.

11011If I mention the other Golden Ages that various parties have been trying to add to the First and the Second, then you might have an idea of why I find the notion problematic. The official government history, published as an article in the Film volume of the Cultural Center of the Philippines’s Encyclopedia of Philippine Art, argued that the 1930s actually contained a Golden Age as well. Aside from generally making a blanket assertion without providing enough empirical proof, the article also skirts the reality that less than a handful of Philippine production remains from the period preceding World War II. One of these is Zamboanga, a fascinating exotic narrative of South Sea tribal conflicts complicated by American intervention, while the other is LVN’s first film, Giliw Ko, shown during the retrospective, a delightful realistic musical fairy-tale made more poignant by the fact that the country was anticipating the arrival of the storm clouds of World War II.

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11011But the presence of two watchable though minor entries cannot be extrapolated to assert the existence of a sustained output of quality products, the way that the First and Second Golden Ages are capable of providing enough satisfactory evidence. Fortunately, no one has really taken this eccentric and unrigorous version of history seriously; otherwise, we would have to change our terms and call the 1950s the Second Golden Age and the martial-law period the Third one. The other period, which raises a different set of questions, is supposedly a stretch during the current millennium, when celluloid production transitioned to digital earlier in the Philippines than in most other countries, and several artists came up with productions celebrated even in foreign capitals as worthy of various forms of recognition. The problematics in this case are twofold: first, the previous Golden Ages could only be identified after they were over, since there would be recognizable shifts in the political economy to confidently declare that the factors that led to Golden-Age productivity are largely a matter of past history.

11011The second problem has more serious repercussions. The receptiveness of foreign responders to Philippine cinema is arguably an aftermath of the groundwork laid by practitioners who were active during the Second Golden Age, led by the late Lino Brocka. Several critics including yours truly have raised the issue of Philippine film talents making products expressly for foreign consumption, often without worrying that their aesthetic and topical materials might alienate the Philippine mass audience. This actually betrays the ideals observed by the Second Golden Age talents that they uphold as their models. Brocka, for example, presented his most politically controversial films in Europe as a means of raising their visibility in the home country, so that the local audience would be intrigued enough to defy authoritarian censorship and watch his films in triumphant turnouts. In fact, before his career was cut short by a tragic vehicular accident, he overcame his unstable either-or approach, when he would make politically serious movies only after providing enough profitable potboilers for his producers.

11011The final Brocka films were a throwback to the best practices of Filipino filmmakers as far back as the First Golden Age. The LVN series was fortunate enough to include Gregorio Fernandez’s Malvarosa, which was the type of production that combined serious sociological discourse with impressive and pleasurable generic expertise. Ishmael Bernal and several other Filipino filmmakers were already engaging in this type of film presentation before Brocka came around, and I kept pointing out to my contemporaries in Philippine pop culture how Korea’s own triumph with Bong Joon Ho’s Parasite actually observed the same principles: ensure that a Korean film can be embraced by a Korean audience, first and foremost, and let its Western appreciators come around to its genius afterward. Fortunately, we have a growing number of Philippine practitioners who’ve come to realize that any country’s progressive film practice cannot exist outside of its mass audience.

11011We still have some filmmakers who insist on creating products that no native viewer will ever bother to watch unless they want to indulge in masochism, and most of the academically ensconced local critics similarly feel that their duty is to point out how deficient mass viewers are because they overlook so-called high-art samples. My own conclusion, which you may or may not share, is that they retain a usefulness as examples of pop-culture practice that adhere to outmoded and foreign modes of analyses, the kind of production and criticism that plugs into its own cycle of unsatisfactory and infeasible mutual appreciation, with the attention of less-knowledgeable foreign observers as its only means of validation. Thank you for your attention and happy viewing.

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Crinkled Lives

Erotica Manila: Foursome
Directed by Lawrence Fajardo
Written by Lawrence Fajardo, Jimmy Flores, & Miguel Legaspi

Pinas fanboy film culture must have worn itself out, or else we’d be hearing lamentations about how our filmmakers have started regressing. After several contemporary talents made their names with increasingly longer modernist works, we now find their successors focused on shorter-length material, sometimes even geared toward televised or streaming platforms. But thank goodness for the dissipation of high-art pretension, or we wouldn’t be able to recognize how some of our best and brightest have been able to respond to the challenge of encapsulating entire narrative worlds within delimited timespans.

11011The possibility was first raised when Erik Matti announced that his sequel to On the Job (2013), titled On the Job 2: The Missing 8 (2021), would be adapted into a six-part miniseries for HBO, with the original film comprising the first two episodes. Then last year, the best entries to the first ShoutOut short film competition were compiled into a two-hour anthology, slated for exhibition at this year’s Cinemalaya Philippine Independent Film Festival. (Essential disclosure: I was chair of the board of jurors that evaluated the films and provided prizes and citations for outstanding titles and participants.) Titled ShoutOut Pinas 2022, the omnibus work is reminiscent of the 2020 anthology Septet: The Story of Hong Kong, where seven filmmakers provided historical dramas covering specific decades in the former British crown colony’s history. [Update: A recent discovery uncovered a now-lost local title, Wanted: Johnny L (1966), which had, like ShoutOut Pinas 2022, five directors participating: Cesar Amigo, Gerardo de Leon, Eddie Romero, Cirio H. Santiago, and Teodorico Santos.]

Film buff (Alex Medina) and pickup girl (Azi Acosta) exchange notes during a screening of Celso Ad. Castillo’s erotic classic Isla. [Erotica Manila “Cinema Parausan” screen cap]

11011One might be able to conjure up the riskiest possible combination for this type of project: a playfully sex-themed series which features minimal interactions among the main characters (since each entry was conceived as an independent featurette), made for the local streaming service condemned by moralistically impelled commentators in social media.[1] Nothing in the content and format of Erotica Manila, a four-episode program still screening at Vivamax, indicates any attempt at formulating any grand or problem-solving social statement. Yet when the filmmaker, Lawrence Fajardo, suggested to film-critic acquaintances to watch the series sans intervening credits – as yet another regular-length movie, in effect – an accomplished entertainment made itself evident, with the promise of further insights affirmed by subsequent viewing.

11011The film that resulted from the concatenated episodes, titled Erotica Manila: Foursome and announced as Vivamax’s intended entry to international filmfest competitions, dispenses the expected turns commonly regarded as weaknesses in standard narrative construction: well before the close of an hour, the focus shifts to the next episode’s primary character, who always happens to be a passerby at the close of the preceding story. Fajardo being Vivamax’s fair-haired inhouse talent (after the apparent departure of the unlamented and unmissed Darryl Yap), carnal fireworks ensue, with unexpected and generally satisfying twists just as the next main character happens along. The agents that the narrative follows are male, but the film’s sexual politics turn increasingly scary, funny, and (unusual for Fajardo) queer, with women providing the plot points on which the stories pivot.

Triumphant cougar (Mercedes Cabral) gloats after bedding a young intern (Vince Rillon) on the set of her latest project. [Erotica Manila “The MILF & the OJT” screen cap]

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11011The film’s apparent rationale for these shifts – standard in series presentations but usually associated with carelessly developed “trash” material – is its immersion in media activities: from film spectatorship initially, through content management, culminating in actual production, where a predatory older actress preempts her gay directors in laying their horny young assistant. The final episode, set in an urban slum among irregularly employed denizens, might consequently appear to be unrelated to the preceding series; yet its throwback to the poverty-porn trend in Philippine independent cinema makes it the perfect closing material, and then some. The heightened degree of pathos actually masks disturbing sexual-slapstick developments, complete with (technically) a happy ending. The scene where a husband is unaware, while performing in bed, that he’s nailing more than just his wife – these and several other WTF moments actually serve to challenge viewers to LOL if they think they can.

11011It helps to be aware, in approaching EMF, that its director specializes in multicharacter narratives – the Philippines’s most successful practitioner of this fiendishly difficult format since the heyday of Ishmael Bernal. In explaining how he and his coscriptwriters (Jimmy Flores and Miguel Legaspi) conceptualized the project, he initially envisioned a singular intertwined plot. After working out the major lines of action, however, he realized that each one might be misunderstood or trivialized if it were to be juxtaposed with the others, and that the sensational incidents that attend each one would strain the narrative’s credibility if these were presented as simultaneously occuring.

Slum dweller (Felix Roco) feels a revitalized longing for his wife after passing by a sex-film setting. [Erotica Manila “Death by O” screen cap]

11011Those inclined to dismiss the resultant episodic format might want to direct their attention not just to the ancient folkloric texts adapted as an outstanding film series (dubbed the “Trilogy of Life”) by Pier Paolo Pasolini but also to a classic European play, written over a century ago and filmed during mid-20th century as La Ronde by Max Ophüls. With these as reference points, EMF features the same careful attention to plot and character as the latter, while partaking of the graphic and life-affirming bawdiness of the former. Beyond Fajardo’s implicit critique of his multistrand specialization as well as the cunningly parodic handling of standard Noypi “indie” elements, EMF restores a refreshing measure of humor long missing in local sex films since the demise of Celso Ad. Castillo (duly referenced in the opening narrative).[2] With a fairly small team of technical experts sharpened by several years of intensive experience on soft-core material, plus the large stable of attractive and enthusiastic actors that the country’s most successful production house could readily summon, Fajardo has wound up with a heretofore unclassifiable but definitely superior amusement, in many ways his (and Vivamax’s) best output so far.

Notes

First published July 20, 2023, as “Carnal Fireworks in Erotica Manila” in The FilAm. Screenshots supplied by the director.

[1] For essential capsule evaluations of each episode, see the uploads on the Movie Reviews album of the Facebook account of Jojo Devera.

[2] The comedic elements align Erotica Manila: Foursome, alongside the rare sex-themed movies directed by Ishmael Bernal and Celso Ad. Castillo, with the classics of the US’s so-called Golden Age of Porn. Treatments of sexuality in Pinas cinema tend to capitulate to the guilt-ridden prescriptions of Catholicism as well as the antiseptic preferences of high art.

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Trauma at Length

Florentina Hubaldo, CTE
Directed & written by Lav Diaz

Waves of admiration greeted Lav Diaz’s venture into a self-styled version of long-form filmmaking – called “slow cinema” by most observers, a term that Diaz abhors. His first attempt, Batang West Side (West Side Kid, a.k.a. West Side Avenue, 2001), broke the four-hour maximum running time for commercial releases. His next long-form entry, Ebolusyon ng Isang Pamilyang Pilipino (Evolution of a Filipino Family, 2004), ran for about double BWS’s five-hour length, at 9 to nearly 11 hours, depending on which version is being screened. Ebolusyon bore the qualities that would mark the rest of Diaz’s long-form films: done in digital video, utilizing black-and-white cinematography, filled with long takes and long shots, completed with a small crew whose members would double as the movie’s actors, with material drawn from harrowing historical memory. To further challenge audience expectations, he announced a trilogy based on the theme of trauma.[1] Florentina Hubaldo, CTE (2012) is the trilogy’s last entry, and the shortest at six-plus hours. It stands out from Diaz’s other early work in that it was the first and, until recently, the only one to focus on a woman. The title character’s suffering – CTE refers to chronic traumatic encephalopathy, inflicted on her by her father – is so distressful and heartrending that only a mean-spirited viewer would attempt to look away and ponder the movie’s allegorical issues. Unlike its long-form predecessors, it also foregrounds the tranquil beauty of the countryside, with the majestic presence of the Bicol region’s Mayon Volcano overlooking the proceedings. The movie’s stately and formal perfection provides the anchor by which Florentina’s experience becomes bearable enough to witness; in fact, it is the mercifully few moments when she cannot be seen, when only her cries can be heard, that the movie comes closest to visceral horror. Diaz’s storytelling strength is in his handling of time and duration, and Florentina Hubaldo provides further evidence in its interweaving of seemingly distinct strands that, by the movie’s sad-yet-hopeful close, fully reward the patient viewer.

Note

From Canon Decampment (2023), from Amauteurish Publishing.

[1] The materials as well as the narratives in the trilogy are unrelated, and may therefore be viewed individually. For those curious about the other titles, these are the nine-hour Kagadanan sa Banwaan ning mga Engkanto (Death in the Land of Encantos, 2007) and the 7.5-hour Melancholia (2008).

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Pop for All Seasons

“Balot”
Directed by Marius Talampas
Written by Greggy Gregorio & Ash Vidal

Casanova cornered in “Surprise, Surprise.”

Once in a while popular culture bestows a piece that most of us can take to heart without having to burn our wallets or spend hours to track it down and watch it. The fact that film historian and curator Paolo Cherchi Usai could include “Surprise, Surprise” (dir. Frank Budgen, 1991), a British Airways commercial, in his list of all-time ten-best entries for Sight & Sound magazine’s 2002 survey, demonstrates how canon-formation rules about budget, running time, reception, and authorial talent don’t have to limit our capacity to recognize when a rare exception, originating from nothing but intelligent and intensive cultural assimilation and processing, comes along.

11011The whole point about “Surprise, Surprise,” as those of us who might have seen it on a streaming source have realized, is that despite its “universal” predicament of a two-timer caught in the act, it could be better appreciated by those who could identify more closely with the ad’s audience and their culture, if not those who were situated in the theater where the reflexive event took place. A recent advertising short, titled “Balot” and produced by the still-youthful Gigil Agency[1] for the Philippine branch of Royal Crown Cola, requires even further preparation for those unfamiliar with Philippine culture; those whose encounters span decades will, needless to add, possess greater advantages.

11011Prior to “Balot,” RC Cola was in fact better known for absurdist Japanese-style ad products, always humorous but occasionally lacking in what Noypi pop-culture experts would term hugot (roughly, emo-content). Gigil itself attained some notoriety for a pandemic-themed beauty ad that had PC viewers in fits of (sanitized) hand-wringing, forcing its sponsor to pull out the presentation. “Balot” takes its own share of risks, but these pay off in various degrees of satisfaction, primarily because the creative team opted to wholeheartedly embrace the culture that its target audience presumably shares.

11011It opens with a mother calling her family together as she spreads on the dining table the treats she was able to take home (hence the title, since balot literally means wrapping up) from a neighbor’s birthday party. As she starts taking out increasingly impressive dishes from her bag, a faint breeze blowing on her family’s faces suggests that myth-making is about to take place. When an entire pot of rice is followed by a whole roast piglet, the strains of a fondly remembered movie theme song begin playing, with a somewhat familiar voice crooning the somewhat apt stanza that begins with “Balutin mo ako ng hiwaga ng iyong pagmamahal” (Wrap me up in the wonder of your love).[2]

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Eken Afuang Matsunaga as Sharon Cuneta in “Balot.”

11011The song continues as party balloons float up from the mother’s bag, followed by the birthday celebrator, a party clown, and finally the song’s singer, Sharon Cuneta. The cultural insight this revelation interplays with is that the act of taking home excess food from a gathering was made less potentially embarrassing by people euphemistically calling it “sharon” – as in “I’ll sharon whatever remains of that later.” When Cuneta herself found out, she good-naturedly hailed and celebrated the appropriation of her name in one of her recent social media posts, in the same teasing spirit that the advert performs. When the extra-large soft drink product is finally taken out and poured, its label descriptor states “Mega Litro,” once more an acknowledgment of Cuneta’s stature as the final multimedia star in Philippine pop culture, prior to its splintering into the several niches that typify millennial-era conditions.

11011In a social-media exchange, Cuneta specialist Jerrick Josue David (not a relation) further explained why the Sharon performance in “Balot” had that touch of the uncanny about it, beyond the narrative’s own marvelous turn. “Bituing Walang Ningning” (“Star without Sparkle,” from the eponymous 1985 film) may have been Cuneta’s most successful movie theme song, but neither singer nor voice in the ad was literally Sharon herself. Like the film as a whole, the impersonation – by drag artist Eken Afuang Matsunaga, with vocals by Leah Patricio – functions as a freestanding star tribute. This proceeds from another Sharonian quality claimed nearly exclusively by the country’s biggest star, Nora Aunor: only these two have on record the presence of drag queens drawn directly from their mass adulators, whose professional careers are premised on replicating their idols’ respective personas.[3] (Sadly, Cuneta’s most famous impersonator, Ate Shawee, passed away during the pandemic.)

11011“Balot” will be capable of sustaining a few theoretical discussions for those inclined to swing in that direction. The fusion of fantastic elements with an identifiably lower-class context could be one starting point, alongside the fearless deployment of narrative elements associated with mainstream (a.k.a. “masa”) aesthetics coupled with a reflexive thrust more audacious than what “Surprise, Surprise” attempted – all packed within a shorter running time. Those who feel guilty about immersing in the manifold pleasures the ad conveys might want to track the points where their educational training made them believe that this element was unworthy of valuation. Perhaps rewatching “Balot,” now or at a later moment, might help clarify these and a few other questions.

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Notes

First published April 24, 2023, as “Sharon Torch Song Used in Absurd Soda Ad” in The FilAm. Thanks to Grace Leyco, Gigil public relations officer, for providing prompt and comprehensive information. Below is an English-subtitled version.

[1] “Gigil” is commonly listed as one of the several foreign words that describe a universally recognizable condition but possess no singular equivalent in English (e.g. see this posted BBC short video report). It denotes a physiological response – the clenching of one’s teeth and fingers in the presence of excessive adorability or, less commonly, severe annoyance. One of the word’s implications is that the expresser has to control herself or she could wind up hurting the object of cuteness, reminiscent of the hyperbolic English expression “I could just eat you up.” The closest that Western academia has come to describing “gigil” was at a 2013 conference where Yale researchers proposed the term “cute aggression” – see Carrie Arnold, “Cuteness Inspires Aggression,” Scientific American (July 2013). [Update: As of March 2025, the latest edition of the Oxford English Dictionary now includes the word “gigil,” a definitely more useful – not to mention cuter – term than “cute aggression.”]

[2] The English translation of the stanza sung in “Balot” is as follows:

Wrap me up in the wonder of your love
Let it blanket this luster that won’t last
I’d rather be a star that doesn’t sparkle
If I could win your endless devotion instead.

From “Bituing Walang Ningning”
(Willy Cruz, 1985)

[For a larger image, please click on picture.]

[3] A stardom-studies link between the far-and-away two genuine stars of the Philippines’s so-called Second Golden Age of Philippine Cinema, Sharon Cuneta and Nora Aunor, was first articulated by global film scholar Bliss Cua Lim. See “Sharon’s Noranian Turn: Stardom, Embodiment, and Language in Philippine Cinema,” Discourse: Journal for Theoretical Studies in Media and Culture 31.3 (Fall 2009): 318-58.

Update: The connection between Aunor and RC Cola turned out to have spanned over half a century. After Gigil Agency released its pop-culture entry for 2024, a less well-received parody of Aunor’s prestige vehicle Himala (dir. Ishmael Bernal, 1982), Mauro Feria Tumbocon Jr. posted an eyewitness account. He recollected that when the softdrink had its Philippine launch in 1971, Aunor, who was tapped to announce the product, “had to be flown in a helicopter just to be onstage on time” inasmuch as “a pandemonium of fans swarmed all parts of the national park in Manila” (Facebook, April 14, 2024). More impressively, the photographs and report that accompanied Tumbocon’s account came out in the March 20, 1971, issue of the Philippines Free Press, the country’s most prestigious periodical, where Nick Joaquin had originally published his culture-changing valuation “Golden Girl.”

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