Moviegoers across the Philippines will have another reason to return to cinemas as the country holds its first National Cinema Day on September 12.

The Cinema Exhibitors Association of the Philippines (CEAP) announced the nationwide celebration in partnership with industry stakeholders and the Film Development Council of the Philippines (FDCP).

The event aims to bring Filipinos together through the shared experience of watching movies on the big screen, with participating cinemas from Luzon, Visayas and Mindanao taking part in the celebration.

FDCP Chairman and CEO Jose Javier Reyes highlighted the distinct experience of watching a film in a cinema.

“Iba pa rin 'yung i-surrender mo ang sarili mo sa magic of cinema,” Reyes said.

Reyes clarified that National Cinema Day will not feature special screenings. Instead, regular films already scheduled for September 12 will continue to be shown during their usual screening times.

“There’s no special screenings. In other words, ‘yung mga regular na pelikula na palabas sa mga schedule na ‘yon, ‘yon ang ipapalabas sa September 12, pero with the difference,” Reyes told reporters

CEAP Chairperson Karen Zabaljauregui said the initiative seeks to encourage audiences to continue making cinema part of their entertainment routine.

“It has always been part of our entertainment culture for decades and decades. The Filipinos, at the very heart of it, still love cinema. We just want to give them, keep giving them reasons to come back,” Zabaljauregui said.

Organizers described the first Philippine National Cinema Day as a celebration for Filipinos who enjoy movies and the communal experience of seeing them in theaters.