Exploring the viability of a musical digital video production, Saan nagtatago si Happiness? / Rica Leticia Ilagan Arevalo. 6

Thesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 2010.;A thesis presented to the Graduate School of Arts and Sciences and Education, in partial fulfillment of the requirements for the degree in Master of Arts in Communication Management. 56

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ABSTRACT: This qualitative research was undertaken to explore the viability of a musical digital video production Saan Nagtatago si Happiness? Specifically, the study aimed to answer the following objectives: 1. How can an independent musical film like Saan Nagtatago si Happiness? Be managed in the various phases of filmmaking: a. Pre-production, b. Production, c. Post-production, d. Promotion, e. Exhibition, and f. Distribution? 2. How can the musical film, Saan Nagtatago si Happiness be assessed in terms of the following: a. Management 1. Manpower 2. Money 3. Minutes 4. Materials 5. Machinery b. Box-office result during the Cinemalaya festival run and the SM Digital theatrical run, c. Recognition from award-giving bodies, and d. Audience and critics' response? 3. What are the problems and constraints in managing and producing independent musical films in the Philippines? 4. What possible solutions may be offered by an independent film producer in response to the identified problems of an independent musical film? The findings of the study are as follows: 1. In pre-production, the key production people came from the College of Mass Communication of Pamantasan ng Lungsod ng Maynila. In production, making a musical film is longer because of the recording of the music and rehearsal of dance choreography, Due to the lack of budget and lack of time, scenes were deleted from the script. The cinematographer had to take multiple camera angles, shots and movements making the set-up exceed the allowed working hours for child talents. In post production, the group tied-up with Tadpole, Inc. for an affordable editing fee. In promotions, the researcher did not spend any centavo on the airtime pr advertising space. In exhibition, the film was screened at the 2006 Cinemalaya Philippine Independent Film Festival and at the SM malls. In distribution, Regal Films secured the video rights and CinemaOne got the cable right of the film. 2. In management, the manpower came from PLM. Cinemalaya and the National Commission for Culture and the Arts gave grants amounting to P700,000.00. Overall production cost of the film is P1,014, 401.00. In the box-office results, the Cinemalaya run amounted to P88,405.00 while the SM malls run had P11,589.04. In recognition from award-giving bodies, Kidlat Tahimik honored the film by giving his Bamboo Camera Award and the film got nominations from the 2007 Golden Screen Awards and the 2007 Catholic Mass Media Awards. In the critic's response, the film had reviews from the Philippine Daily Inquirer, Visayan Star Daily and blogs. 3. In the problems and constraints, the theater owner had the right to change the movie offering once its box office returns are considered poor in commercial standards. Saan Nagtatago si Happiness? Had to pulled out from the SM malls due to low audience turnout. 4. The possible solutions are to show independent musical films to alternative circuits like schools, organizations and events. There are other revenues aside from the theatrical run like cable and video distribution. The findings of the study led to the following conclusions: 1. There is a lack of machinery to distribute a musical film in a commercial theater. 2. There is a lack of budget for promotions and low patronage for independent films like Saan Nagtatago si Happiness? In a theatrical commercial run. Based on the findings and conclusions the following recommendations were made: 1. Organize special screenings in alternative circuits like schools and sponsored events rather hold week-long theatrical run. 2. The playdate should not be against a Hollywood blockbuster. 3. Use alternative screening circuit like schools or organizations. 4. Look for possible revenues as early as possible like cable TV, and video rights.

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