Editor's Note: Published on page A4-2 of the April 8, 2006 issue of the Philippine Daily Inquirer

"MAMAY, mali po ang hula nila! [Granpa, their prediction was wrong!]" This quote from the legendary Superstar, Nora Aunor, could best be applied to GMA Films' "surprise" hit movie, "Moments of Love," currently in extended showing in theaters nationwide.

Grossing more than most industry players expected, the film has succeeded in challenging the veracity of a number of "cardinal rules for commercial filmmaking."

Tenets

The otherwise unassailable "tenets" are: 1) Love stories are only for popular stars paired as "love teams." 2) The two leads should always end up together at the end of the movie. 3) Never bring in the element of "history" as it turns off the masa. And 4) If you have a "weak" film, do not bother spending for promotions.

Despite being reminded by well-meaning colleagues in the industry of those "rules," GMA Films did exactly the opposite by casting a "non-love team" tandem (Dingdong and Iza) whose individual box-office powers have yet to be proven at the tills, in a love story that dares to take a less predictable plotline, and utilizing the '50s milieu. Then, GMA Films conducted a no-nonsense, trailblazing promotional campaign.

For its "bravery" and "stubbornness," GMA Films is being rewarded by the "unpredictable and hard-to-please" masa, who trooped to the theaters in droves.

Harvest

Hopefully, this harvest of benefits will prompt other major players to rediscover their own "passion" for innovative filmmaking.

Aside from the company, Dingdong Dantes has benefited from the movie's success. As predicted, Dingdong is now the new favorite for male lead roles, with offers coming from at least two other major players in the industry. Hopefully, he will be careful in choosing the perfect follow-up to his role in "Moments."

Iza Calzado has also elicited interest from the likes of Robin Padilla and the Unitel group. It would not be a surprise to hear about a new Mark Reyes film in the coming months. And there's the screenwriters' group whose otherwise "uncommercial" materials may be given a second look by producers who want to duplicate GMA Films' success.