GMA Pictures
Corporate brand
UnclaimedA Philippine film and television production and distribution company operated by GMA Network.
Last updated August 31, 2026
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Overview
GMA Pictures is the film, television-production, distribution, and home-video arm of Philippine broadcaster GMA Network. The company is based in Diliman, Quezon City, and is regarded as one of the Philippines' major film studios alongside Star Cinema, Viva Films, and Regal Entertainment. Its corporate identity has changed over time: GMA Network launched the outfit as Cinemax Studios in 1995, renamed it GMA Films in 1998 after the Cinemax cable brand expanded into Southeast Asia, and revived it as GMA Pictures in 2019 after a period of reduced activity. The studio emerged from GMA Network's early experiments in cinema co-production. Before establishing its own film unit, GMA participated in projects associated with Viva Films, using the broadcaster's promotional reach and television rights. Cinemax Studios began operations under the supervision of Jimmy Duavit and Butch Jimenez, with Run Barbi Run serving as its first film. An early distribution arrangement with OctoArts Films divided responsibilities between theatrical distribution and GMA's radio and television publicity platforms. By 1997, the company had begun producing and distributing films more directly, with support from affiliated production and post-production businesses. During the late 1990s, GMA's film operation developed a reputation for combining commercially accessible entertainment with prestige and socially themed projects. Its productions included Sa Pusod ng Dagat, José Rizal, Muro-Ami, and Deathrow. Several of these films received critical recognition and appeared in Metro Manila Film Festival programs. The company also handled local distribution for selected non-GMA productions, including the anime feature Voltes V: The Liberation. Following Butch Jimenez's departure from GMA Network, GMA Films entered a hiatus in 2000. The studio returned in late 2004 with Let the Love Begin, which became a major commercial success. It subsequently expanded its slate across romance, comedy, horror, action, and festival-oriented films. Its titles during the 2000s and early 2010s included Moments of Love, Ouija, When I Met U, You to Me Are Everything, In Your Eyes, The Road, and Ang Panday. GMA also used partnerships with independent producers and other studios to finance, produce, and distribute films. In 2012, the company reached a high point in production volume, releasing eight films and beginning its first television-production venture, Cielo de Angelina. After a weaker theatrical period in 2013 and 2014, GMA Films benefited from the popularity of the AlDub pairing. My Bebe Love: #KiligPaMore, released as a 2015 Metro Manila Film Festival entry through a multi-company partnership, became a major box-office success. Imagine You and Me followed in 2016 and reunited Alden Richards and Maine Mendoza. The film's success was followed by another hiatus as GMA Network concentrated on its digital-television transition. GMA revived the operation as GMA Pictures in 2019, beginning with Family History and additional partnerships including Cinemalaya-related production. In 2022, it entered a joint-venture agreement with Viva Films. The studio returned to more active feature-film production in the following period, with projects including The Cheating Game and Firefly. Firefly won Best Picture at the 2023 Metro Manila Film Festival, while Green Bones won the same award at the 2024 festival, giving GMA Pictures consecutive wins in the category. The company has also broadened its activities through restoration, international distribution partnerships, adaptations, television projects, and planned adult-animation features. It operates GMA Home Video, which distributes GMA-produced films and selected television and third-party content on home video formats.
History
GMA Pictures originated in GMA Network's move into theatrical filmmaking. The network initially participated in co-productions with Viva Films before launching Cinemax Studios in 1995. Run Barbi Run was the new unit's first release. Cinemax established an early partnership with OctoArts Films, which handled nationwide theatrical distribution while GMA supplied publicity through television and radio and retained television airing rights. By 1997, the studio had started producing and distributing films more independently. It worked with affiliated companies such as Film Experts and Optima Digital for production and post-production. The name changed to GMA Films in 1998 because of the expanding Southeast Asian presence of HBO's Cinemax brand. The renamed company produced several significant Philippine films, including Sa Pusod ng Dagat, José Rizal, Muro-Ami, and Deathrow. It also undertook distribution work, including the local release of Voltes V: The Liberation in 1999. After Butch Jimenez left GMA Network, the film business went on hiatus in 2000. GMA Films returned in late 2004 with Let the Love Begin, released in 2005. The film's commercial performance established a successful second phase, followed by titles such as Moments of Love, Ouija, and Yaya & Angelina: The Spoiled Brat Movie. The company also pursued partnerships with other production houses. Ang Panday, made with Imus Productions, topped the 2009 Metro Manila Film Festival and won several major awards. The early 2010s brought a broader release slate, including international screenings for selected titles. In 2012, GMA Films produced eight films, its largest annual output to that point, and entered television production with Cielo de Angelina. The company then experienced a quieter period. Its 2013 and 2014 releases included Dance of the Steelbars, My Lady Boss, Basement, Overtime, and Kubot: The Aswang Chronicles 2. The AlDub phenomenon created a new commercial opportunity. My Bebe Love: #KiligPaMore, produced with several partner companies for the 2015 Metro Manila Film Festival, became a major box-office title. Imagine You and Me followed in 2016 and was filmed partly in Italy. GMA Films subsequently paused feature-film activity while GMA Network focused on digital-television migration. In 2019, the unit was relaunched as GMA Pictures. It signed a co-production arrangement with Mic Test Entertainment for Family History, participated in the Cinemalaya film Children of the River, and created the Backyard Productions division. A 2022 joint venture with Viva Films preceded a new period of activity involving GMA Public Affairs and feature releases such as The Cheating Game and Firefly. Firefly won the 2023 Metro Manila Film Festival Best Picture award, and Green Bones repeated the achievement in 2024. More recently, GMA Pictures has combined production with restoration, co-production, and distribution. It completed a digital restoration of José Rizal, collaborated with Star Cinema on Hello, Love, Again, and entered distribution agreements involving Columbia Pictures and Warner Bros. Philippines. The company has also announced projects in adult animation and an agreement concerning the distribution of films associated with FPJ Productions. Its home-video division, GMA Home Video, distributes GMA films, GMA Network programs, and selected third-party titles.
- 2024
Green Bones wins Best Picture
[1]Green Bones won Best Picture at the Metro Manila Film Festival, giving GMA Pictures back-to-back wins.
- 2023
Firefly wins Best Picture
[1]Firefly won Best Picture at the 49th Metro Manila Film Festival.
- 2022
Joint venture with Viva Films
[1]GMA Pictures and Viva Films signed a joint-venture agreement.
- 2019
Rebranded as GMA Pictures
[1]GMA revived the film operation under the GMA Pictures name.
- 2015
My Bebe Love becomes a major festival success
[1]The multi-studio production My Bebe Love: #KiligPaMore became a top-performing Metro Manila Film Festival entry.
- 2012
Highest annual production volume
[1]GMA Films produced eight films in one year and made its first television-production venture with Cielo de Angelina.
- 2005
Commercial comeback
[1]Let the Love Begin marked the studio's return to feature-film production and became a major Philippine Valentine-season hit.
- 2000
Film operation enters hiatus
[1]Following the departure of Butch Jimenez from GMA Network, GMA Films was placed on hiatus.
- 1998
Renamed GMA Films
[1]The company changed its name from Cinemax Studios to GMA Films.
- 1997
Independent production and distribution begins
[1]Cinemax began producing and distributing films more directly, supported by affiliated production and post-production companies.
Products and positioning
A vertically connected Philippine entertainment studio using GMA Network's broadcasting, promotional, production, and distribution capabilities to develop mainstream films, festival titles, television content, and licensed distribution properties.
Film production · 1995
Feature-film production
GMA Pictures develops and co-produces Philippine theatrical films across romance, comedy, drama, horror, action, historical, family, and festival categories. Its filmography ranges from commercially oriented titles such as Let the Love Begin and My Bebe Love: #KiligPaMore to critically recognized works including José Rizal, Muro-Ami, Firefly, and Green Bones.
Distribution · 1995
Film distribution
The company distributes GMA-produced and selected third-party films in the Philippines. Its activities have included domestic theatrical releases, television distribution, selected overseas screenings, and partnerships with international distributors and studios.
Home entertainment
GMA Home Video
GMA Home Video is the home-video arm associated with GMA Pictures. It distributes GMA-produced films, GMA Network programs, and selected titles from other production companies through home-video and DVD releases.
Television production · 2012
Television production
GMA's film operation has also produced television-oriented projects. Cielo de Angelina represented the company's first identified venture into television production, complementing GMA Network's broader broadcast business.
Film-production division · 2019
Backyard Productions
Backyard Productions is a division created under the revived GMA film operation. Kiko en Lala was identified as its first release.
Brand decisions
2024
Expand external distribution partnershipsStrategyBackground
GMA Pictures pursued broader theatrical distribution for locally produced films.
Action taken
The studio entered arrangements involving Columbia Pictures and Sony Pictures Releasing International, including distribution of Green Bones and Gabi ng Lagim: The Movie.
Aftermath
The agreement marked Columbia Pictures' return to distributing local Philippine films after an extended absence.
2022
Enter a joint venture with Viva FilmsM&ABackground
GMA Pictures sought to strengthen its production and distribution activity through cooperation with another major Philippine film company.
Action taken
GMA Pictures and Viva Films signed a joint-venture agreement.
Aftermath
The agreement formed part of the studio's return to active film production and distribution.
2019
Revive the film operation as GMA PicturesStrategyBackground
After a hiatus following the 2016 film cycle, GMA returned to feature-film activity.
Action taken
The company relaunched the operation under the GMA Pictures brand and pursued new production partnerships.
Aftermath
The relaunch led to projects including Family History, Children of the River, and later films made with Viva Films and GMA Public Affairs.
1998
Rename Cinemax Studios as GMA FilmsStrategyBackground
The original Cinemax name risked confusion with the expanding Cinemax cable brand in Southeast Asia.
Action taken
GMA Network changed the film unit's name to GMA Films.
Aftermath
The renamed unit produced several of its best-known late-1990s films, including José Rizal and Muro-Ami.
Sources1 sources
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