The Philippine romantic drama The Loved One, starring Anne Curtis and Jericho Rosales, has surpassed PHP100 million (approximately $1.9 million USD) at the box office, becoming the first locally produced film to reach the milestone in 2026.
Released nationwide on February 11, the film’s success is particularly notable given discounted ticket prices offered by major cinema chains. SM Cinemas offered tickets for PHP275 (roughly $4.70 USD) in Metro Manila and PHP230 (approximately $4 USD) in provincial locations. Robinsons Movieworld implemented a 45% discount in select theaters, with some tickets priced as low as PHP99 (around $1.70 USD).
The achievement comes as the Philippine film industry grapples with post-pandemic recovery, hampered by rising ticket prices. Prior to the pandemic, ticket costs had begun to climb, reaching as high as PHP550 (approximately $9 USD) for premium releases. This increase occurred in a country where the daily minimum wage is around PHP700 (roughly $12 USD), potentially limiting access for many Filipinos.
Ronald Arguelles, content aggregation chief at Viva Films, described the film’s performance as “a triumph of combined marketing elements.” He highlighted the lower ticket pricing, the film’s leading actors, the compelling subject matter, and the popularity of the film’s theme song, “Multo” by Cup Of Joe, as key contributors to its success. “Multo is currently the most streamed song in the Philippines on Spotify. Filipinos love to see a bittersweet romantic drama on Valentines weekend; and the Gen Z audience identified this as a film for their generation,” Arguelles explained.
Viva Films CEO Vincent del Rosario emphasized the film’s appeal to a Filipino audience, stating that the narrative “captures the essence of a generation seeking a poignant romantic drama with characters that reflect their own experiences.” He also credited the reduced ticket prices for broadening the film’s accessibility. “Viva’s significant contribution has been instrumental in shaping the film’s potential for success, and Jericho Rosales and Anne Curtis’ involvement is a considerable factor in its anticipated box office performance,” del Rosario added.
Director Irene Emma Villamor noted that audiences have connected with the film’s relatable portrayal of a relationship. “The audience perceives the narrative and events depicted in the film as remarkably specific and personal, thereby rendering them relatable,” she said.
The Loved One charts a couple’s journey through the complexities of a long-term relationship, addressing issues such as jealousy, the loss of a parent, career challenges, financial strain, pregnancy, and miscarriage. The film offers a more realistic depiction of romance than is typically found in the genre, according to production details.
The film is also screening internationally in North America, the United Arab Emirates, and Australia. Viva Films, a prolific production company, also recently saw its supernatural horror film Lilim and crime drama Salvageland acquired by Netflix for distribution in Southeast Asia.
