Cinemas and Moviegoing
The Philippines is known as having one of the cheapest movie admission rates in the world, and it is of no surprise that watching a movie is perhaps the most common leisure activity of the average Metro Manila inhabitant. With the mall craze reaching its peak in recent years, we are now seeing what is, in all probability, a world record in terms of the number of moviehouses per square kilometer in the third world. This condition has given this writer an opportunity to observe in detail the etiquette (or the lack thereof) of moviegoers in the metropolis.
First observation: mobile phones are the bane of moviehouses. While the invention of such has brought people much closer than ever, it has also given a great many people the opportunity to display boorish behavior towards others. Instances of answering cellphones or sending text messages during inopportune times are prevalent, and are most annoying when done in the moviehouse.
For sure, everyone has encountered the occassional scoundrel whose phone rings at full volume in the middle of an ongoing movie and, to the consternation of everyone, answers it in a loud voice instead of turning it off. This extreme example has, unfortunately, conditioned people to think that the lesser offense of "texting" is acceptable when in fact it shouldn't be. Newer models of cellphones generally have bigger panels and brighter backlights. This brightness contrasts with the darkness of the moviehouse, and proves irritating to the peripheral vision of nearby individuals.
I personally find it too bothersome to make a fuss over someone near me who is using his/her phone to send text messages, but I do draw the line when it comes to people answering their phones. The "firm but polite" manner simply doesn't work with these types of people, and it does help if one has a large, low voice (like I do), and a serious appearance and demeanor (again, like I do). Usually, a simple but resounding "Pare, patayin mo iyan dahil nakakaistorbo ka sa aming mga nanonood." does the job. I take care to use the word "amin" to add an all-against-one dimension in arguing my case. A certain element of confrontation is necessary but never make the mistake of insulting them.
I once went into overkill out of pure annoyance and ended up in an almost-fistfight with a man whom I embarrassed in front of his wife and two children. It isn't worth it if one would end up making an even bigger disturbance, so if someone persists in using his mobile phone, better get the attention of cinema authorities and let them handle it.
Second observation: I really hate to ascribe negative behavior to people of a particular economic status, but it is a brute fact that instances of these are more frequent in lower-end cinemas than their more upscale counterparts. More concretely, one is more prone to observe instances of cellphone usage, loud talking and the deplorable practice of placing one's feet on the backrest of the seat in front of one's own (among others) in Ever Gotesco cinemas rather than, say, those in Greenbelt. Exceptions to the rule do exist of course. But the general trend is undeniable.
Speaking of Ever Gotesco, I believe it goes without argument that among all mall chains in the metropolis, this comes closest to being the commercial equivalent of the anus. If you value your moviegoing experience, stay away from Ever Gotesco cinemas. If, on the other hand, you don't mind smelly cinemas, boisterous moviegoers, rampant cellphone usage, sticky floors and the occasional rat scurrying around, then Ever Gotesco is perfect for you.
I was pleasantly surprised when I watched the latest Indiana Jones movie in Gateway Mall last weekend. Whereas before I encountered an average of 2 instances of cellphone (mis)use every time I watch a movie there, this time I encountered none. Let's hope this is the beginning of a trend towards more cultured moviegoing.
Third observation: a positive development in modern Philippine moviehouses is the introduction of the system of devising seat numbers. It's easy enough to follow - one simply sits on the seat with the number shown in his/her ticket. However, some moviegoers still seem to find this system difficult to understand and continue the old practice of sitting wherever they want. This has made the usher's job rather more difficult because, in addition to guiding moviegoers to be seated, they have the additional task of asking those in the wrong seats to vacate them in favor of those who should be there in the first place.
No data exists as to whether this similarly-annoying practice is brought about by dropping literacy rates, lack of comprehension, or simply a willful disregard for rules. It must be one of these, or even a combination of all three. Again, let's hope that this is only brought about by the relative novelty of the system, and that it will eventually disappear in the future.
Fourth observation: the younger generation of hot-blooded Filipinos is disadvantaged by the fact that it is far more difficult nowadays to engage in sexual play while viewing a movie. Moviehouses of vast size (such as those found in older SM malls) that previously allowed for adventurous couples to isolate themselves in a more secluded spot are slowly becoming a thing of the past. With the seat-number system, couples are now, more often than not, forced to sit near other people who may not look too kindly on certain liberties. The trend towards smaller movie houses (without "balconies") also means that seats are now situated nearer the screen - resulting to relatively better-lit surroundings than before.
Of course, certain moviehouses in the seedier parts of the metropolis do exist where sexual activity is rampant. But these are actually just fronts for prostitution, and will not be further discussed. For the bigger malls, there has been an increased vigilance in preventing any sexual activity among audiences during movie showings. SM, in particular, has been notorious (for good reason) in expelling couples from movie houses who have been found to be too intense in going beyond mere physical contact. Personally, I've seen a big decrease in instances of observable sexual play in moviehouses, so it's probably a good sign that those who still do so are doing a good job in keeping it away from prying eyes.
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It's nearly impossible to achieve the perfect moviegoing experience in cinemas within Metro Manila, but it is possible to determine which cinemas generally bring one closer to the ideal. Here's the general rule: if the cinema follows the seat-number system, then you can be sure that there will be less chance of negative behavior to disturb your viewing pleasure. Moviehouses work best with rules and restrictions. Rules make things more organized, and organization is something that the day-to-day operation of moviehouses needs. If, however, it allows for free seating, then it's probably located at a lower-end mall that still designates between the balcony and the general admission area. Then you can be certain that it's a likelihood you'll experience the worst about Metro Manila moviegoing. Free-seating is a step closer to chaos, and the propensity towards "do-as-you-please" behavior is magnified.
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