The Philippine Cinema Under One Roof
Renowned filmmaker Antoinette Jadaone and producer Reign Anne De Guzman officially launched Ilaya Ilaya Studios, the newest women-led film studio in the country.
Words Gerie Marie Consolacion
Photos courtesy of Ilaya Ilaya Studios
October 12, 2026
When you have already proven yourself in the industry, perhaps the things you once dreamed of for the future eventually find their way to you.
That seems to be the story of director Antoinette Jadaone and producer Reign Anne De Guzman. When they sent out invitations to people across the Philippine film industry, they offered almost no information—just a date, time, and venue. Yet people showed up.
And perhaps that is the greatest testament to the respect they have earned in the industry.
Dir. Antoinette Jadaone during the launching of Ilaya Ilaya Studios
Respected and notable figures made time for Tonet and Reign despite having no idea what they were being invited to. They came simply because they believed in them.
It was the perfect way to introduce Ilaya Ilaya Studios.
From a College Pseudonym to the Future of Philippine Cinema
When Jadaone kicked off the program, the atmosphere was intimate. There was a script to guide her, but she did not simply read from it. She made sure her words came from herself—from love, gratitude, and a dream she had carried since she was young.
Photo from Ilaya Ilaya Studios
Jadaone shared that “Ilaya” was her pseudonym in college, a name she could never quite let go of. It eventually became the name she used when she began writing blogs and publishing them online.
She also shared that ilaya is a Filipino word associated with going upward or upstream—paitaas, itaas ng ilog. In many ways, the name became a manifestation of her journey: from a young woman dreaming of a life spent doing what she loved to a filmmaker who has directed some of the most successful Filipino films of her generation.
So why double the name?
Jadaone explained that it is also rooted in Filipino culture. Filipinos have a habit of repeating names and words—Jekjek, John John, Mae Mae, Tokyo Tokyo, Lengleng, and many others.
And so, Ilaya Ilaya Studios was born.
Dir. Antoinette Jadaone | Photo from Ilaya Ilaya Studios
But beyond the name, the studio carries a larger purpose: to create films that make Filipinos fall in love with Philippine cinema all over again.
During her speech, Jadaone spoke directly to her college self, “Teh, habang kumakain ka ng monay with cheese dyan sa Maskom, share ko lang sa’yo na, tagumpay, eto na si Ilaya. Kakaire pa lang pero ni walang sakit o hapdi kahit normal delivery. Dinoble ko lang para mas pak, lilingunin ko kung di mo narinig the first time, at in the tradition of Market Market, Tokyo Tokyo, at Vanna Vanna.”
It was funny, heartfelt, and unmistakably Tonet, a reflection of how far that college student with a dream had come.
Ilaya Ilaya’s First Six
There is a belief that six is a lucky number. After sharing the story behind Ilaya Ilaya Studios and unveiling its official logo, Jadaone introduced the studio’s first six projects—six films and productions that will keep the new studio booked and busy.
Dir. Antoinette Jadaone with Dir. Samantha Lee | Photo from Ilaya Ilaya Studios
First is Créme de la Créme, a coming-of-age film that brings together three creative forces: Glenn Barit, director Irene Villamor, and Jadaone herself. The studio will also venture into Jadaone’s favorite genre, the romantic comedy, with an upcoming original Netflix rom-com. The project marks her return to directing a rom-com after nearly a decade away from the genre.
The third project is a comedy starring Eugene Domingo and Andoy Ranay, titled Chandra Catacutan and the Curse of the Fuchsia Moon, directed by Tim Rone Villanueva. The fourth project is perhaps the most unconventional: a theatrical adaptation that marks a debut not only for Ilaya Ilaya Studios but also for its lead actors.
Jadaone’s blockbuster Sunshine will take on another stage—literally. Sunshine: The Immersive Stage Adaptation marks the theater debut of its main cast, Maris Racal, Elijah Canlas, and Xyriel Manabat, with Mikko Angeles directing and Mikaela Regis serving as playwright.
Panel discussion for the upcoming film, Birdsong | Photo from Ilaya Ilaya Studios
The fifth project will once again challenge audiences, much like Sunshine did. Boldstar, starring Angelica Panganiban, sees the actress take on a new role as Ginger Paloma, whose sex tapes are leaked.
And finally, Jadaone will venture into another genre: horror.
Birdsong is written by Glenn Barit and directed by Pam Miras, the film is produced by Jadaone and Villamor and stars Kaila Estrada. Estrada takes on another battle in a story that hopes to remind audiences of one important truth: the forest is not ours.
Following the announcement, the program shifted into a quick panel discussion featuring Miras, Estrada, Villamor, and Eero Yves Francisco, with Jadaone serving as moderator.
The Future of Philippine Cinema
The program reached another level when Bianca Gonzalez moderated a panel discussion centered on one question: Where are we headed? The Future of Philippine Cinema.
Host and model Bianca Gonzalez as the moderator for the panel discussion with Dir. Lav Diaz | Photo from Ilaya Ilaya Studios
The conversation brought together filmmakers Lav Diaz, Sari Dalena, Kriz Gazmen, Gabriela Serrano, and Yani Villarosa.
Their discussion offered an engaging look into the constantly evolving landscape of Philippine cinema, while firmly challenging the familiar claim that Filipino cinema is dead.
When asked about the future of Philippine cinema, Dalena offered an answer that resonated throughout the room, “The face of Philippine cinema is male—Lino Brocka, Ishmael Bernal, Mike de Leon, Lav Diaz. Therefore, the future of Philippine cinema is female!”
Jadaone echoed the sentiment herself: “The future of cinema is Filipino and Filipina.”
Actress Kaila Estrada during the Ilaya Ilaya Studios Launch | Photo from Ilaya Ilaya Studios
The statement encapsulates Ilaya Ilaya Studios’ larger vision: placing women and women’s stories at the center of the conversation.
Cheers for Ilaya Ilaya Studios—and the Industry
Among those who attended the launch were some of the biggest names in the Philippine entertainment industry, including ABS-CBN Corporation President and CEO Carlo Katigbak, Lauren Dyogi, Andoy Ranay, JP Habac, Giancarlo Abrahan, Bibeth Orteza, Kylie Manalo-Balagtas, Gab Pangilinan, Maris Racal, Angelica Panganiban, singer Maki, Justin de Dios, Zild, internet personalities Geloy Concepcion and Fonz, Gabriela Party-list Representative Sarah Elago, and Linya-Linya founder Ali Sangalang and his wife.
Photo from Ilaya Ilaya Studios
Throughout the discussions, Filipino filmmakers emphasized a shared desire: to make Filipinos fall in love with Philippine cinema again.
That means creating an industry where filmmakers can freely tell their stories, pushing for reforms to laws that restrict freedom of expression, and, borrowing Gazmen’s words, asking for a little more support from the government: “Konting tax break naman!”
Photo from Ilaya Ilaya Studios
But perhaps Ilaya Ilaya Studios’ first milestone is not the announcement of its six projects. Rather, it is the room itself.
It is the fact that, on one Saturday afternoon, some of the country’s biggest filmmakers, actors, producers, creatives, and industry leaders showed up without knowing exactly what they were being invited to.
They showed up because they believed.
And perhaps that is where Ilaya Ilaya Studios truly begins—not simply with six projects, but with a community of people who believe that every step forward is a step toward a freer, more accessible, and better Philippine cinema.
Mabuhay ang Pelikulang Pilipino.
