Councilor Leandro Yangot Jr. has proposed an ordinance mandating all movie theaters in the city to allocate free screen time before every film to promote the city’s tourist attractions, disaster preparedness, and other public service information.
Upon the enactment of the ordinance, all cinema operators in the city must air a one-minute audiovisual presentation every film. The content must focus on tourism promotion showcasing Baguio’s attractions, disaster preparedness such as earthquake drills and emergency responses, general public service announcements, and important local government initiatives.
The ordinance mandates the Baguio City Tourism and Special Events Office (CTSEO), Public Information Office (PIO), and City Disaster Risk Reduction and Management Office (CDRRMO) to produce the videos which will be updated regularly to maintain relevance. If applicable, the video may include mentions of the cinema owner’s business but cannot promote their competitors.
The city mayor will be authorized to negotiate and formalize agreements with cinema owners or operators to ensure compliance with the ordinance.
According to the ordinance, if a cinema fails to show the government’s audiovisual presentation, the owner/operator will be fined P5,000.00 per film screening day.
The CTSEO and PIO will fund the production of the audiovisual materials using their approved budgets. These offices will also be responsible for implementing and enforcing the ordinance.
According to Yangot, engaging cinema owners and operators enhances public-private partnerships which will benefit both the local government and businesses.
Tourism promotion can increase foot traffic in commercial areas where cinemas operate, thus indirectly benefiting cinema owners,” Yangot added.
He emphasized that cinemas have a wide reach and influence over diverse audiences across various demographics, making them an ideal platform for mass communication.
The proposed ordinance was approved on first reading by the Baguio City Council on February 3, 2025 and referred to the appropriate committee for review. Baguio City – Sangguniang Panlungsod
