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PHP100M Box Office Hit: Discounted Tickets Fuel Film Success
20 Feb
Summary
- The Loved One earned PHP110M in nine days, becoming 2026's first local box office hit.
- Discounted ticket prices, as low as $1.70, significantly boosted film accessibility.
- Star power, relatable themes, and hit song contributed to the romantic drama's triumph.
The romantic drama 'The Loved One' has achieved a significant milestone, crossing the PHP100 million mark at the Philippines box office within nine days of its February 11 release. This makes it the first locally produced film of 2026 to reach this benchmark, grossing approximately $1.9 million (PHP110 million).
The film's success is partly credited to innovative marketing strategies, particularly the implementation of discounted ticket prices. In SM Cinemas, tickets ranged from $4.70 in Metro Manila to $4 in provincial branches, while Robinsons Movieworld offered discounts up to 45%, with some tickets priced as low as $1.70 (PHP99).
This strategy addresses the issue of high ticket prices, which have been a barrier to box office recovery in the Philippines, where prices can reach up to $9 for premium releases. The film's appeal is further amplified by the star power of Anne Curtis and Jericho Rosales, a compelling narrative reflecting real-life relationship challenges, and the hit theme song 'Multo' by Cup Of Joe.
Directed by Irene Emma Villamor, 'The Loved One' explores a couple's journey through various life events, offering a realistic portrayal of relationships. The film has also received international releases in North America, the United Arab Emirates, and Australia, further expanding its reach.
