A social listening report from Capstone-Intel showed that the upcoming Metro Manila Film Festival (MMFF) is now getting a massive social and non-social media presence ahead of its premiere night and regular showing across the country on Christmas day.
Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
The Metro Manila Film Festival (MMFF) is a national film festival held each year in Metro Manila. It lasts from December 25 until January 7 of the following year. Cinemas, like the PPP, can only show films chosen by the MMFF.
This festival is the oldest in the Philippines, having begun in 1975 under the name Metropolitan Film Festival and being held in September. The Executive Committee normally chooses eight films and a few short films to screen during the event.
For this year, instead of the usual eight entries, the MMFF’s Selection Committee chose a total of 10 films, including A Mother and Son’s Story, (K)Ampon, Penduko, Rewind, Becky and Badette, Broken Hearts Trip, Firefly, GomBurZa, Mallari, and When I Met You in Tokyo.
Methodology
Capstone-Intel Corp. examined the online presence of MMFF in the country as a topic of discussion for one month, from November 5, 2023, to December 5, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the MMFF 2023.
Facebook Performance
Capstone-Intel found that the MMFF 2023 garnered a 21,227.3 engagement score for its 383 total post count, which yielded over 139,631 total reaction count. When broken down, “Facebook like” accounts for 51.1 percent of the total reactions, with 71,393. This was followed by “Facebook love” with 40,684 reactions (29.1 percent), “Facebook haha” with 25,982 (18.6 percent), “Facebook wow” with 1,347 (1 percent), “Facebook sad” with 195 (0.1 percent), and “Facebook angry” with 30 reactions.
Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be attributed to several Filipino social media users showing positive reception of this year’s entries, while the other component of the reactions, particularly the laughing reactions are for social media users getting their approval and support for comedy films.
Online mentions
Capstone-Intel likewise revealed that the MMFF 2023 received 96.6 percent positive mentions, and the remaining 3.4 percent were negative mentions. This means that the article mentions the brand was mostly angled positively – favoring the entries of this year’s film festival. It is also worth noting that MMFF 2023 received 8,658,915 combined social media reach, while its non-social media reach yielded over 432,785 non-social media reach.
Top posts
In terms of top posts, the top post for MMFF 2023 was a post from GMA Public Affairs featuring the official trailer of Firefly. This story received a 3,428.9 engagement score.
This was followed by a social media post from LionHearTV, which featured a line from another MMFF 2023 entry, Becky and Badette. This post yielded a total of 2,379.6 engagement score.
The third most engaging post for MMFF 2023 was another Firefly feature from GMA Network, yielding a total engagement score of 2,172.0.
