The Market Monitor Minding the Nation's Business
by Boy Villasanta
Because “Food Delivery Fresh from the West Philippine Sea” which was a selection from the 2025 Cine Panalo Film Festival but was dropped from its roll, cancelled its screening at the last minute, embargoed for years by the organizer itself, the producer, Voyage Films, deemed it right to market and promote it by themselves.
The power couple of Baby Ruth Villarama, the director of the movie and Chuck Gutierrez, the editor and one of its producers, didn’t just sit and watch events go by.
They take the initiative to show it independently in any which way they can.
And the strategy is working well.
Block screenings in cinemas and special showings in schools, halls, auditoriums and other unconventional venues are now in full swing in various parts of the country and beyond.
Aside from entertainment, Baby Ruth believes that films are also instruments to serve the people from all walks of life.
In doing so, Villarama has been discovering many potential markets for her documentary film.
Recently, “Food Delivery Fresh from the West Philippine Sea” had a blocked screening for a group called DDS Blessed Movement, obviously, ex-president Duterte’s following.
“Bago magsimula ang screening, nag-pray over pa sila. Talagang parang (Before the showing of the film they prayed over for, obviously, FPRRD. It was really like a) prayer meeting,” said Baby Ruth during her talk about “Strategies foe Independent Film Success” at the Film Development Council of the Philippines’ 2025 Film Industry Conference (FIC) organized by the Project Lab of FDCP at Lanson Place in Mall of Asia last Friday.
After the screening, according to Villarama, one member of the group told her: “Putang ina, binenta tayo ni Tatay (Son of a bitch, we were sold to China by Father).”
“Father” referred to the DDS idol, Rodrigo Roa Duterte.
“Yes, gano’n ang nangyari (That was what happened),” quipped Baby Ruth chuckling in a separate casual conversation.
“We look for audiences. We build them. Just show up. Tell the truth,” Baby Ruth opined.
The lady director informed that “Food Delivery Fresh from West Philippine Sea” is going to Hollywood to campaign on its inclusion at the Best Documentary section of the 98th Oscars.
“There are also many screenings in the Philippines. Aktor.ph will screen it for their officers, members, and guests,” Villarama gladly informed.