Why Philippine Cinema No Longer Makes As Much Action Films Like It Used To

The Decline of Action Film Creation in the Philippines: Why Philippine Cinema No Longer Make As Much Action Films Like It Used To

by Christopher Aquino, January 10, 2012.

There once was a time when Filipino action films were as many as the stars in the night sky, but look at it its current state now, 2011 only has one mainstream action film and that is in the form of the Metro Manila Film Festival entry, Manila Kingpin: The Asiong Salonga Story. What could have been the reason behind the dwindling popularity and the slow death of the Philippine action film genre?

Fernando Poe, Jr., Eddie Garcia, Joseph Ejercito "Erap" Estrada, Ramon Revilla Sr., Robin Padilla, Ace Vergel, Jeric Raval, Lito Lapid, Rudy Fernandez, Philip Salvador, and Ramon "Bong" Revilla, Jr., are some of the most notable action stars that I personally grew up watching as a Filipino child. Sure every story can a rehashed or a minor deviation of another action film's plot, but one can obviously state that a Robin Padilla's story of a wrongfully accused ex-convict out for vengeance is completely different from the the action film with the same exact plot but starring Fernando Poe, Jr. Each has their signature performance amidst the similarities in concept. The Filipino male movie going community appreciates every film that features their favorite action stars back then. So if there was this market for action films, then what happened? Why has the action film genre slowly died out during the early 2000?

The first and probably the main reason is piracy. As time passes by, the very affordable cinema fee started to increase while the minimum salary of the working class Filipinos remained the same. So what does a male movie goer to do that time? The most practical solution was to simply buy or rent pirated home video copies of such action films. Piracy in general affected all film genre, but the action genre suffered the deadliest blow. Unlike other film genre, action is usually aimed for the hardworking machismo male movie going community, so rather than spending it on a seemingly luxuries action film tickets, they would rather save it for their family. Film making requires funds. It is a business and without money to run it there can be no film. It is only by the late 2000 that the government and the Philippine entertainment industry started a more aggressive campaign against piracy, sadly it was already too late as piracy is already an underground industry itself, gaining millions (if not billions) of illegal revenue. Unfortunately the action film genre became piracy's greatest casualty. Film companies and producers shifted their attention to other film genres mainly comedy, fantasy, horror and romance which catered to a more active and diverse movie going audience.

It can also be said that the action film genre has used up every possible scenario or story. There is a limit on how many variant of a dedicated father out for vengeance for his murdered family or loved one can action film audience tolerate. Action film fans and producers themselves might have been fed up with the same plot but with different actors recycled over and over. To add up to a community losing interest in its redundant stories, mainstream action film stars have started retiring one by one, some becoming politicians, while most ruined their lives with substance various forms of abuse or criminal cases, while some just passed away. Whoelse was left to play as a new action hero after the veterans have moved on? The new age of male telenovela celebrities? Almost every upcoming new male stars that the Philippine entertainment industry have given birth to have this goody good teenage wholesome image that completely goes against the traditional macho image required for action films. Generally the Philippine entertainment industry through its many talent search and reality shows utilizes its male winners, runners-up and dropouts by giving them wholistic and romantic roles ultimately typecasting them. Since the action genre was already out of the picture, what is left for them is to be the ultimate modern leading man in romantic films or television drama series.

Times are definitely changing. The Philippine cinema and Filipinos in general have changed its views on the male macho image. The ideal male image is warm, romantic, witty but still willing to fight for their one true love. In a way this is more closer to reality compared to the over the top warmongering action film characters. This can also be the reason why action films died out, the absence of new breed of celebrities primed up to be action stars. Not every actor possesses this unique action star aura. Not every celebrity can convincingly hold out a gun or deliver blow after blow of punches and look cool doing it. We can say that today's leading men are not action star material or has been so primed to be romantic stereotypes that it has become their curse, to be typecast into romantic or dramatic films, nothing more. Just imagine John Lloyd Cruz in an action film, that's simply preposterous!

International action films may somehow had a hand in the death of the Filipino action films in the Philippines. I for one has this presupposition that since Hollywood already got the action film genre covered, then there is no really use for Filipino film companies and producers to create the film genre. Philippine cinema can then set their focus on other film genres like comedy, fantasy, drama and adventure. Well that is just me. I can't completely say that the action film genre is really dead. There have been some isolated titles every now and then, mostly indie in nature. There are still remnants of action films seen in adventure, drama and fantasy films, but a full blown mainstream action film? That is what convinced me to make this article. I am not saying that action films is the best genre of film here in the Philippines, but as a male movie goer who grew up with classics, I just missed seeing over the top guns blazing, fist exchanging, and real men crying for a great loss kind of action films. If the Philippine movie industry can make romantic films after romantic films with a budget of a cheap television drama aimed for the female movie audience, then why can't they revive and make action films aimed for the male movie going audience?

If ever the Philippine entertainment industry does decide to revive the action film genre, and I believe Manila kingpin: the Asiong Salonga Story might be the first to lead this campaign, I would like to see a full feature quality action film that has a unique and compelling story. Good writing and acting which may remind me a bit of the once was golden age of action films in the Philippines. An intelligent action film done in a very tasteful manner where both male and female movie going audience can greatly appreciate. A film that would turn the tables. no longer will a man be forced to watch a romantic film, but a woman gets to be dragged to a theater where an action film is currently being shown.