Filipino Youth’s Preference for Local Films with Mainstream Celebrities

Abstract

The main objective of the study is to discover the Filipino youth’s preference for local films and whether the appearance of mainstream celebrities has an effect on it. The study utilized the qualitative phenomenological research design. The participants of the study are 7 Filipino members of the Filipino youth, with ages ranging from 15-20 years old, and residing in Alabang, Muntinlupa City. These respondents were gathered using the convenience sampling method. The instruments used were 4 local films, 2 starring mainstream celebrities and 2 without, and a total of 6 interviews. The films chosen were all of the film genre: drama, and all tackled the topic: family. Findings revealed that the local films that the Filipino youth are exposed to are mainly mainstream films. This leads them to generally see local films as shallow and redundant. When showed the films that did not star mainstream celebrities, it was found that the participants had never heard of these films before – let alone seen them – yet were deeply touched by the messages of these stories. Based on the findings, the appearance of mainstream celebrities in a certain film really does determine whether or not more people will see them. Because 2 of the films the researchers showed the participants were films without mainstream celebrities, none of the participants had ever heard of them, however, they were the movies that had the most impact on the participants. Therefore, the researchers conclude that higher budget and popularity do not always equal good quality, and more Filipino youth should be exposed to good quality, substantial local films made by talented, passionate local filmmakers. Based on the conclusions, the researchers believe that future researchers should conduct film viewings as well. Having said this, the researchers believe that this should be conducted in the actual small-time cinemas where the local filmmakers showcase their films. Taking the participants to an unfamiliar space where they are not able to fully get comfortable, and therefore may struggle to pay full attention to the films and focus on their messages, might have a negative influence on their responses.