Village Connect
Weekend mallgoers at the SM Mall of Asia Complex were treated to a one-of-a-kind spectacle on Sunday, September 14, as the cast of TBA Studios’ upcoming historical biopic Quezon transformed the bustling shopping hub into a stage for history. With its official cinema release set for October 15, the film’s team took immersive marketing to a new level, blending performance, education, and spectacle in a series of surprise appearances.
The day began inside IKEA Philippines, where unsuspecting shoppers suddenly found themselves in the middle of a historical reenactment. In full costume, Jericho Rosales, portraying President Manuel L. Quezon, and Mon Confiado as General Emilio Aguinaldo, led their co-stars in a dramatic sequence that blurred the lines between everyday life and history. The cast—including Benjamin Alves, Karylle, Arron Villaflor, Cris Villanueva, Therese Malvar, Angeli Bayani, Jake Macapagal, Ketchup Eusebio, Jun Nayra, and Bodjie Pascua—stayed in character throughout, turning the store floor into an impromptu theater.
From there, the energy spilled out into the open spaces of MOA with a rousing campaign-style parade. Complete with banners, a marching band, and fiery rhetoric, the performers invited the crowd to a theatrical Miting de Avance at the outdoor activity center. Rosales and Confiado delivered stirring speeches on leadership and patriotism, drawing cheers while urging the public to watch Quezon in cinemas.
The immersive storytelling did not end there. The stars and production team moved to the IMAX Event Cinema, where they joined corporate partners and a historian for a forum dissecting the life and legacy of the late president. It was an opportunity to bridge entertainment and education, sparking discussion on how cinema can be a tool for civic reflection.
Finally, the group capped the day with a stop at the Manila International Book Fair at SMX Convention Center. There, the official companion book Quezon: The Story Behind the Film, published by Anvil Publishing, was launched. Cast members and key creatives, including Rosales, Karylle, co-screenwriter Rody Vera, cinematographer Pong Ignacio, and producer Daphne O. Chiu-Soon, engaged fans in a meet-and-greet and book signing.
“Through these activities, we wanted audiences to experience the spirit of the film even before stepping into the cinemas,” Chiu-Soon said. “Quezon is not just a movie—it’s a conversation about leadership and nationhood.”
The third installment of TBA Studios’ Bayaniverse trilogy, Quezon opens exclusively in Philippine cinemas on October 15, 2025.
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