MANILA, Philippines?Don?t write off movie theaters just yet.

It looks like more Filipinos are enjoying watching locally produced films in cinemas now, compared to the previous years.

According to a recent survey conducted by the Social Weather Stations, Inc. (SWS), the proportion of those who watch Pinoy films in theaters rose from 7 percent in 2006 to 11 percent in July 2009.

?This is a significant 5-percent increase. This is a sign that the industry is improving,? said Film Development Council of the Philippines (FDCP) chair Rolando Atienza. The FDCP commissioned the SWS to gather new data about the demographics of the Filipino audience, including their viewing habits, their favorite actors and their preferred genres or themes.

An earlier survey was done in 2006.

Face-to-face

The new SWS poll was conducted from Oct. 1 to 4, 2009, with face-to-face interviews of 1,200 adults in Metro Manila, Luzon, Visayas and Mindanao.

Despite the economic downturn, rising ticket prices and movies being available on TV, DVD, VCD and the Internet, Atienza pointed out that ?more people are now going to cinemas. This is a trend that the FDCP is heartened about.?

The survey likewise indicated that over the past three years, preference for watching Filipino films in moviehouses rose from 7 to 13 percent among men, and from 6 to 9 percent among women.

New audience profile

The SWS poll also showed a dramatic change in the audience profile. ?No longer composed of the proverbial bakya crowd, today?s moviegoers have become more educated...sophisticated and discerning, and therefore demand more quality films,? Atienza observed.

As a result, Atienza said, filmmakers have adapted their films to a ?new? audience, as well as to viewers? current interests, preferences and demands. ?Because of this, they are producing more quality films,? he pointed out. ?Likewise, many producers have realized that the current audience will not accept Divisoria products at Makati prices since movie tickets [have become more expensive].?

He added: ?This improvement in the quality of Filipino films, as producers attempt to meet the demands of this more sophisticated market, has resulted in increased moviehouse attendance.?

Action movies

The SWS study also revealed that the action-adventure genre has remained the favorite theme in the local movie scene. About half, or 49 percent, of the audience say it is the kind they prefer to watch.

Atienza said the success of Mac Alejandre?s ?Ang Panday? in the recently concluded Metro Manila Film Festival confirmed this preference. ?Action-adventure films in past festivals have achieved similar box-office successes,? he added.

A total of 16 percent of respondents preferred drama; 15 percent, comedy; and 11 percent, romance. ?The good showing of ?I Love You, Goodbye,? which is a romantic drama, underscores the fact that Filipinos also like this genre,? the FDCP chief noted.

Story-driven

Atienza said that another noteworthy change is that these days, movies are no longer star-driven.

?Story-driven films seem to attract the crowd more than star-driven films,? he said, citing the box-office results of the recent MMFF. He pointed out that the Star Cinema-produced drama ?I Love You, Goodbye,? which had no superstars in the cast, fared better than Regal Entertainment?s ?Mano Po 6,? which had a star-studded cast.

Featuring Sharon Cuneta and Zsa Zsa Padilla, ?Mano Po 6? placed only fifth in the box-office standings while ?I Love You Goodbye? was at No. 4.

E-mail mcruz@inquirer.com.ph.