Abstract

<p>This study examines the evolving influence of cinema on Filipino audiences, highlighting its role as both a mirror of cultural identity and a medium for emotional escape. Films allow viewers to momentarily suspend reality, offering idealized worlds where aspirations are fulfilled and personal emotions are reflected through characters and narratives. Beyond entertainment, movies function as cultural texts, revealing societal norms, values, and behavioral patterns.</p>
<p>However, the Philippine film industry is experiencing a significant transformation due to digitalization. The widespread use of smartphones and streaming platforms such as Netflix, YouTube, and VivaMax has shifted film consumption from traditional cinemas to mobile and home-based viewing. This digital shift has led to a decline in local movie attendance and disrupted the traditional moviegoing culture. Compounding this challenge is the increasing popularity of Korean films and dramas, which have captivated Filipino audiences and contributed to South Korea’s emerging reputation as the “New Hollywood.”</p>
<p>The COVID-19 pandemic further intensified these disruptions, dealing a heavy blow to the entertainment sector by limiting film production, closing cinemas, and altering consumption habits. In this context, the study explores how these technological and societal changes have affected the relationship between films and Filipino viewers. By analyzing cultural patterns, audience behavior, and media trends, the research aims to understand how movies continue to shape identity and aspirations despite industry challenges.</p>
<p>Ultimately, the paper underscores the resilience of cinema as a cultural force and its adaptive role in a rapidly changing digital and globalized landscape.</p>