THE Metro Manila Film Festival (MMFF) will be held in New York this year. The organizers, led by Fernando Mendez, president and founder of Fiesta in America, aided by Susan del Mundo, international sales and marketing director, want to make sure the MMFF 2024 will be a success.

“Our initial proposal, we would like to celebrate the 50th anniversary of the MMFF,” shared Susan. “So they would like to showcase the most awarded film of the MMFF, Jose Rizal (1998). This is in collaboration with Knights of Rizal, the New York and New Jersey chapters.

“It’s a big membership of Rizalista in the East Coast. We are excited and we just closed out negotiation with the Manila International Film Festival. Let’s wait in January for the official entries of the MMFF to be screened in New York.”

New Manila Metropolitan Development Authority (MMDA) chairman, lawyer Don Artes, is expected to attend the MMFF in New York, as well as lawyer Che-Che Ona.

“We would like our kababayans to enjoy the screenings of MMFF entries in the US,” Susan said. “They go home in December, so they can watch the entries. It’s a way of promoting them to be part of the celebration.”

Fernando, who is fondly called Nanding, insisted they want to bring in more exhibitors this year for Fiesta in America, that resumes its two-day schedule, August 17 and 18, at the American Dream mall.

“Every year, it’s a challenge for us,” maintained Nanding. “When we started we only had 200 people in 1996. But we continue to grow, invite more exhibitors and sponsors.

“We were publishers before and our market was to deal with corporate people, advertisers, sponsors and exhibitors. It was just a matter of time that we reached this point that we are 10,500 Filipinos now.

“We’d like to double that in a span of 10 years, with the help of many representatives from the Philippines and the US, we can accomplish that. I am not alone. I cannot do it alone. I’m very good in delegating work and networking.

“I attend many functions in the US every weekend. I also travel to the Philippines and I’m networking when I’m in Manila.”

They hold Fiesta in America in New Jersey, but the people who attend are mostly Americans or foreigners.

“I was asked by my friends in California to do Fiesta in America in the West Coast, but I told them I will just stick to the East Coast to make sure I take care of Fiesta in America here.”

During the advent of COVID, Fiesta in America came to a halt. “We held it open air and there were around 250 people who attended,” Nanding shared. “There were places outdoors where we held it. This is the third time that we are staging Fiesta in America in American Dream.”

Because of his networking capabilities, Nanding managed to meet the owners of American Dream. “I told them what I am doing and they invited me to have the exhibition in their mall.

At Meadowlands, we charged $15 entrance. Now, American Dream sponsored us. We don’t charge anymore for the entrance. Everyone is so happy because they can see more performers and artists in a bigger venue.

Aside from the captive market of Nanding, Fiesta in America also brings in around 60,000 visitors and audience on weekends. “To showcase for the Philippines the festival gathering, American Dream is a very good venue,” added Susan.

“American Dream has a lot of quality and rich merchants. We are partnering with Jollibee in the East Coast for cross promotions,” said Nanding. “Victoria’s Secret is another merchant.”

The most memorable moment for Nanding and the organizers of Fiesta in America was when the Philippine government officials graced the exhibit without being invited. That was 14 years ago.

“We were surprised and honored when that happened,” said Nanding.

The most rewarding for him was employing around 250 people every time Fiesta in America happens. “The other side of the festival was giving entertainment to homesick Filipinos presented by Fiesta in America. Filipinos from Florida, Canada, they come in buses,” Nanding disclosed.

Through the years, Nanding managed to own the Fiesta in America franchise and trademark. “No one can use the name,” he said. “We are different because we are indoor and most of the festivals are outdoors.

“We have eight to 10 hours business engagement, compared to some that have only four hours outdoors. And if it rains, they pack up. Most of them took place in June or July. Ours happens in August. This is my pay-back to the community.”

AUTHOR PROFILE

Leah C. Salterio