Theoretical Framework for Thesis

THEORETICAL FRAMEWORK

“Something bizaare about the cinema struck me: its unexpected ability to show not only behavior, but spiritual life as well. Spiritual life isn’t dream or fantasy- which were always the cinema’s dead ends- but rather the domain of cold decision, of absolute obstinacy, of the choice of existence… Cinema not only puts movement in the image, it also puts movement in the mind.”
– Gilles Deleuze
(The Brain is the Screen: Deleuze and the Philosophy of Cinema, 2000)

The film is structured in a way that profoundly resembles the inner workings of the mind. Since the human mind is overflowing with uncalculated thoughts, rooting from the subconscious to the conscious without any distinct pattern or succession, the film appears as if it’s an inside tour to the main character’s artistic consciousness. And what better framework to support it but Gilles Deleuze’s philosophy significantly correlated with cinema.

Deleuze’s philosophy is somewhat self-explanatory and concentrates not on the “motion picture” itself but on the “sensory-motor image” which highlights the idea of “Cinema of the seer and no longer the agent”. Deleuze acknowledges that which plays an important part of cinema that most scientific theories fail to include—the sensory perception of its viewers. The whole film itself is like a create-your-own-adventure journey that covers a broad scope as that of the human imagination or the inner workings of the human mind and at the same time leaving the audience thinking and/or deciding what comes next or what happened before. According to Deleuze, “…it is in the mind where points of views superimpose themselves on one another… [like] a chessboard… [it] unfolds a possible set of moves that only memory can condense in the mind of the player.”

Deleuze overtly emphasizes the importance of the active participation of a film’s viewers by eliciting emotions either through the images on screen or to the actual time frame being followed by the film. This participation helps in understanding the film and/or having the viewers arrive at a conclusion even when a film is as open-ended as a broken hanging bridge. Deleuze even came up with a term for this “hanging bridge” which is the “any-space-whatever” or the “disconnected space”. “Any-space-whatever” refers to “the connection of nevertheless, absent, or as even disappeared, not simply out of frame, but passed into the void”, and due to this, we are left to think and formulate our own hypotheses therefore becoming a participant of the film itself.

“A space is born that is not reducible to exteriority; instead of condemning us to see things from the outside, it clarifies from within.” For Deleuze, a film spirals us down into its own space and time frame and once we get immersed into it, the film throws us back to our world with a better understanding of that different kind of experience. Deleuze treats each viewer as a thinking entity therefore, a filmmaker doesn’t need to translate everything literally into the big screen because a viewer is given a thinking faculty that they are able to deduce the relevance of the film in their own lives. This then, results to those more formal film theories formulated by equally competitive film enthusiasts and it does not, in any way, [as most people perceive] a deviation from those structured schools of thought in Film and Filmmaking.

Reference:
*1 The Brain is the Screen: Deleuze and the Philosophy of Cinema ed. By Gregory Flaxman Copyright 2000 University of Minnesota Press.

Thesis Conceptual Framework

CONCEPTUAL FRAMEWORK

“…the brain becomes world and the world invades the brain at the juncture of the canvas which is as much a material as a spiritual membrane, a psychophysical entity made of extension and thought, matter and memory, flesh and spirit.”

(The Brain is the Screen: Deleuze and the Philosophy of Cinema, 2000)

“Halaw” came from a narrative script that’s been perpetually revised over again because of so many external factors and constraints, not to mention the internal [mental] battles experienced by its creator. Although, the narration in the film provides a slight linearity to the film itself, “Halaw” ended up as an experimental film which highlights the main character’s state of mind.

The finalization of the film’s concept came about when we have shifted from a psychological framework to Gilles Deleuze’s film theory, both of which concentrates on the inner workings of the human mind.

Just like a painter with an empty canvas, the film materialized because the mind extended its magic into the medium that is the film. “…This membrane on which the brain enters the world at the same time as the world penetrates into the milieu of the brain” is the very same reason why the film ended up as experimental and why it became an inside journey inside Norman’s [main character] head or creative consciousness.

On the book by Gregory Flaxman, The Brain is the Screen: Deleuze and the Philosophy of Cinema, 2000, Flaxman correlates the conception of a film idea with the creation of a painting. Flaxman describes the process as: “The cerebral membrane de-subjectifies itself, turns itself into a painting, alters itself to become a canvas of the world while the texture of the painting makes itself cerebral- a painting inside the head for a head became painting. And this can only occur there where the ego absents itself and solitary, gets itself lost in giving way to the eye of things.” Norman, the main character, who is a struggling artist, along with the film itself, reached its completion when it started “fixing” itself from within instead of becoming affected and clogged by external factors. Still according to the book: “…an image cannot be reduced to the cold, objective reality of independent matter, but neither is it the simple survey of my mind as it exacts a look at the inaccessible back of things.” The film is an inside journey of Norman frantically searching for an answer amidst his personal battles and outside dynamics such as the creation of his graphic novel, Luna, pressures from his “actual” life and the “outside world” in general. The film becoming an inside-to-outside journey paved the way for realizations both from the film, filmmaker and its audience.

The comic-book part of the story embodies the actual framework of how the human mind works- fragmented and hyperactive and yet, understandable and significant. It also shows how our lives significantly move in parallel to our passion which in Norman’s case, graphic novels. As Bergson claims, “Consciousness shows our body as one image among others and our understanding as a certain faculty of dissociating of distinguishing, of opposing logically, but not of creating or constructing.”
Moreover, the film shifting into an experimental film from a narrative emphasizes the “fatigue” that Deleuze refers to. According to him, it is “the nervous exhaustion that drives the author to collapse, to lose his grip, exhausted from having to walk upon a plane as virgin of traces as the sea” which resembles the emotional state of Norman. The film has a free rein as to where it will come from or where it will head to, same way that the audience can freely formulate conclusions or interpretations about the film. The loop and violent repetition of images were inspired by the “state-of-mind” montages- compulsion from “Requiem for a Dream” and “Trainspotting”; melancholy from “Amelie”; and novelty from “Kill Bill”.

Deleuze summarized the essence of cinema in his claim that “Cinema does not imitate normal perception; rather, it reveals the ‘mechanism’ of perception.” The “physical mechanism” pertaining to the camera and the “metaphysical means” being the human mind itself whether it’s the mind of the seer or the agent.

Reference:
*1 The Brain is the Screen: Deleuze and the Philosophy of Cinema ed. By Gregory Flaxman Copyright 2000 University of Minnesota Press.

News Article for Generali Pilipinas

10.1 : GP continues to count Milestones

10 Years, 1 Team for Change- that was the highlight of the recently concluded 2009 Generali Pilipinas’ Kick-Off last March 3, 2009. The annual kick-off is the commencement of all the sales rallies which are echoed to all branches and regions throughout the year. This year’s theme concentrated on one of GP’s biggest milestones thus far, its 10th year anniversary since its inception in the Philippines.

Mr. Derek Chan, president and CEO of Generali Pilipinas laid emphasis on 2009 Calendar of Events and contests such as the launching of the Chairman’s Cup, the 2009 GEN Annual Rewards Palawan trip and the 2009 GEN Rewards International Trip Incentive. In relation to the Sales Contests, Mr. Chan further explained the changes on the contest format which has now shorter periods and easier contest requirements. The objective is to have more qualifiers thus leading to a more fun-filled convention. Mr. Chan also elevated the friendly competition between the two most prominent channels in GP, the Exclusive Agency and BancAssurance channels, to the next level.

The two channel heads were given the opportunity to perk-up their respective channels through the cascade of their Business Strategies and Action Plans. The BancAssurance Channel was spearheaded by no other than Mr. Melvin J. Esteban, Senior Vice-President and BancAssurance Head while the Exclusive Agency Channel was led by Mr. Joe V. Ferreria, Senior Executive Vice-President and Exclusive Agency Head.

The event was also graced by none other than, Mr. Nestor V. Tan, Chairman of GP’s Executive Committee and BDO President who shared tips on treating insurance as a religion thereby inspiring those present to achieve more in 2009.

Moreover, part of the Kick-Off was also devoted to the recognition of record-breaking producers from 2008. Qualifiers to both Vancouver and Macau were called one-by-one onstage to receive their trophy.

Mr. Chan predicted the March 3 Kick-Off as a very special day, and with all the more than 500 hopeful attendees from BancAssurance and Exclusive Agency, it was indeed a monumental event and a very special day!

Petster (Press Release)

Petster: Philippine Canine Club Inc & Eastwood City Partnership Grand Launch Success
By: Cher Pauline Cruz
September 1, 2008

Way back in June of this year, Mr. Jason Alvarez, Marketing Manager and Ms. Lei Eugenio of Eastwood City visited our PCCI office for a meeting with our president, Mr. Augusto Benedicto Santos III and Board member Mr. Milo Valdes, to discuss their intent to be in partnership with PCCI in promoting Eastwood as a pet-friendly mall.

Both Mr. Alvarez and Ms. Eugenio are natural pet-lovers that’s why they were very excited about the partnership and PCCI was also convinced that Eastwood City could indeed carry out the vision and mission of PCCI as the internationally-recognized dog club in our country.

Last night, August 31, was the commencement of Petster (a wordplay between pets and the ever-popular networking in the web, Friendster): Responsible Pet Ownership Grand Launch held in Eastwood City Central Plaza. The said event was attended by almost 200 guests who brought their dogs with them and was hosted by none other than Eastwood City’s Marketing Manager, Mr. Jason Alvarez.

The audience attentively listened and actively participated in the talks facilitated by dog expert-speakers from PCCI. Opening remarks was delivered by PCCI’s 2nd Vice President, Mr. Roland Gapuz who came all the way from Baguio for the said event. The guest speakers were introduced by one of PCCI’s member, Mrs. Mildred Valdes of Valdes Kennels known for their miniature pinschers. The first speaker was Mr. Simon Sim, a past Phil. Rottweiler Club Inc president and known for the LionBear Kennel, his topic was Beginner’s Guide to Taking Care of a Dog. The next topic, Picking a Dog was discussed by PCCI Board member and Animal Scene Correspondent Mr. Johnny Filart, while the last topic was headed by Mr. Danny Ramillano, another PCCI Board member and a known German Shepherd Dog enthusiast.

After the talks was the unveiling of a podium officiating Eastwood City as a pet-friendly place by the PCCI, the authority in promoting pure-bred dogs in the country. The podium was unveiled by all three speakers assisted by Mr. Jason Alvarez and Mr. Roland Gapuz.

The audience enjoyed the seminars and freebies given away, most especially the picture-taking with their pets after the show. Due to the success of the said event, there are several events already lined-up for the month of September. You may check out PCCI’s official website for announcements and schedule of events: http://www.pccionline.org.

This kick-off was just the beginning, expect more fun-filled activities tailor-fit for you, your dogs, and the celebration of your love for your pets particularly dogs.

For more information on PCCI and Eastwood City’s tie-up events call PCCI Office at 7218345 or email pcci@pccionline.org .

20 and something

20 and something is the working title for my book that is yet to unfold. The foreword should be something like this:

Yes, I am one of those people who have stopped counting after they’ve turned 20 and yes, I am also one of those who got stuck in the so-called quarter-life crisis (darn you John Mayer!), particularly in the mid-20s. So if you want to know how I got stuck in this rut because you, yourself, is in the same situation, read on and help me get through this mad limbo of self-realization and existentialist journey. Maybe then could I fulfill one of my dreams in this life which is to leave a legacy where people can remember me by when I am gone – and that is to write my own book that tells the story of my crazy-driven life.

Uncertainties

It was a warm night. A perfect night for rediscovering cultural roots and more over coffee in the enchanting coffee shop of Inky, one of Xyza’s closest friends. It’s been a long time since they’ve seen each other and finally, Xyza had the time to reconnect with her old friend.

“Who’s this friend of yours again that’s coming tonight?” Paul, Inky’s boyfriend inquired.

“It’s “ee-zah” with a silent X and a Y in her name. She’s my friend from college. My comforting ear when I was problematic then.” Inky supplied.

“Ah… that’s when you were lonely ’til you met me eh?” Paul teased.

Inky just rolled her eyes with mock irritation but pleased that her beloved finally found her. They walked hand in hand towards the shop and Inky recognized Xyza at once. She was wearing a gypsy top and a black flowing skirt looking quiet but peaceful while waiting for Inky. She was writing something on her journal.

Good ol’ Xyza still caught up in her own world… Inky thought.

Xyza’s face instantly lit up when she saw Inky and her boyfriend. She was very happy for her friend for ending up with a guy who truly loved and adored her.

“Inky! What a nice place you have here!”

“Well yeah. This is Paul. It’s so nice to see you dear! How have you been?”

“Oh I’m fairly OK compared to the last time we saw each other. I was such a wreck but hey, I survived right?”

“Yes you are a survivor definitely! You look like you’re finally happy!”

“O well, blessed are the poor in spirit… right?”

Both of them giggled upon recollection of Xyza’s favorite beatitude – same one she mumbled during the times when she felt like her life was falling apart.

Xyza was invited by Inky for a cultural night held at their coffee shop. From what Inky could see, Xyza sure is enjoying herself. Musicians from the faraway place of Sagada entranced the guests with their enchanting music from their unique musical instruments as natives from Benguet danced to its mysterious tunes.

Xyza immediately felt the connection between the music and her soul as she danced with eyes closed enjoying the temporary peace it brought to her being. Her heart beat in synch with the kulintang and her blood flowed with the rhythm of the bamboo poles. Her soul-trip was cut short when Inky approached her. She opened her eyes.

“Did you see who just arrived?”

“No, who?” Xyza looked to where Inky pointed and she saw him. Xyza did not know how long he had been looking at her. There he was, Zany, that eccentric guy from college who had been shyly eyeing him from afar. They both nod in recognition of each other.

“Don’t you think it’s fate that you met here?” Inky teased.

“You mean him? I don’t think so. Don’t overanalyze it. This is an artists’ gathering, he’s an artist so naturally, he’d be here.”

And so the pessimistic Xyza strikes again. She dismissed the possibility that fate might indeed be lending a playful hand at her nonexistent love life. She just enjoyed the rest of the night inhaling the magical air that the night brought. Although, she’d lie awake all night thinking about that nagging feeling that constantly disrupts her currently happy self.

The next day, she watched a movie by herself to ease everything that’s been bugging her mind. She watched the last full show for an indie film and again, watching a movie, made her spirits high. When she came home late, she checked her email first as force of habit and among her friendster messages was an invite from a guy who came across her profile and had found Xyza interesting that he initiated friendship. She responded not expecting for this trivial invitation to go any further and was surprised when the guy immediately responded. Apparently, the guy was online. And so began the exchange of emails and getting-to know-yous.

The pessimistic girl that she had always been, Xyza was not a believer of online relationships but what could go wrong? Kyle, the friendster guy was 25 [older as she preferred], was single, not to mention good-looking by Xyza’s unconventional standards and to top it all off, he’s based in the faraway land of California. What could possibly go wrong right?

Xyza fell asleep after a short and sweet “getting-acquainted” exchange of messages. Had it been her old worrywart self, she would have contemplated the whole thing overnight. But she’s changed somehow and she just let the situation take its pace.
The next day, she was surprised by a commendation from her boss informing her that she had a pending promotion. She couldn’t bring herself to believe it.

Blessed are the poor in spirit… kept ringing in her ears.

For Xyza, everything that’s happening seemed surreal. She didn’t know how to accept the good things again after everything she went through. Also, she was traumatized by a series of unfortunate events because she perfectly knew what came next. And so, she held everything in as they came and tried to be nonchalant about it. Again, she got caught up in a new, different world.

After work, Xyza went to another concert by an underground band all by herself, she did things alone these days and she indulged at these times to keep herself grounded. She danced as the music united with her blood flow and as the drummer stared at her singleness and peculiarity. Xyza didn’t mind. She came there for the music anyway. She was hypnotized by the band’s imaginative and rather mischievous beat– kind of like Xyza’s mixed emotions.

The music summarized everything Xyza felt when the organized madness started. She felt as if being happy was new to her. This might be because she had been sad for the longest time that it was foreign to smile again, to do things for herself again and to finally be loved again. She closed her eyes, wrapped her arms around her and inhaled the warm air that had comforted her, welcoming the bright and blessed future ahead of her. She opened her eyes and saw everything differently– she had such hopeful vision.

She started for home, with new zeal for life-for work, the next day. As her apartment was conveniently located near her office, she decided to just walk her way home, even if it was the unholy hour of 9p.m. for walking. She didn’t mind. She was too consumed with her newfound peace… in fact too consumed that she didn’t see the fast approaching jeepney behind her.

After the blinding light that overwhelmed her vision, next thing she knew, she was standing next to a crowd observing some kind of an accident. Apparently, someone got sideswept by a jeepney and the people started calling for help. But in spite of the good person that she was, she still started for home letting the rescue of the victim to the hands of the good Samaritans in the crowd. She’d be too numb for that right now.
When she got home, she was happy that her housemate was still there. But as she approached her, she saw that the housemate was crying.

“No! She couldn’t be dead!” her housemate wailed.

Upon hearing the word dead, a resounding noise rang in her head. It’s as if the world turned into a dizzying 360 degrees and everything came back to her. She was the victim of the collision. She was dead already even before she came home – and maybe even before that…

Halaw: Short Narrative Script

“H A L A W”
original narrative script
Short film by: Cher Pauline Cruz
Running time: 11 mins.

SEQUENCE 1
+++++++

Scene 1. Ext. Day. Bookstore.

Video:
Long shot of bookstore. Dolly-in to a specific graphic novel but will have a hazy look that the cover is not identifiable.

Audio:
No sound at all, as if in a vacuum.

+++++++

Scene 2. Int. Day. Norman’s Pad.

Video:
Norman waking up. Camera pans from right to left showing Norman’s collection of books- a mix between medical books and graphic novel writing books. Shot will end at Norman’s baby picture.

Audio:
Ambient sound of early morning.

V.O. of Norman:
Katulad ng isang author ng libro, tayo ang lumilikha at nagpapatakbo ng ating buhay.

+++++++

Scene 3. Int. Day. Boy Character’s Bedroom.

Video:
Black and white. Boy Character also wakes up and looks outside his window. He starts another day without much enthusiasm.

Audio:
Musical score. Slow.

+++++++

Scene 4. Ext. Day. Alley way.

Video:
POV shot of Norman walking slowly in the alley way towards the busy, main street. At the end of the alley way, we could see people and vehicles passing by.

Audio:
Norman’s thoughts. Montage of overlapping dialogues coming from his family.

V.O. Montage:
[mom] Norman, you’re next in line in our family of doctors, I’m sure your dad will be proud of you wherever he is.
[older brother] Alam ba ni mommy na mas marami na yang units na tine-take mo sa literature kesa sa med requirements mo?
[kid sister] Kuya Norman, kelan mo ba ako gagawan ng fairy tale book?

+++++++

SEQUENCE 2

Scene 5. Int. Day. Artists’ Studio.

Video:
In black and white. Boy Character descends from the stairs and will look at someone with a slight surprise as if not expecting that the person would be there at all.

Audio:
Musical score. Rock, with or without lyrics. [prospect: “Hide” by Pao’s Band]

+++++++

Scene 6. Int. Artists’ Studio.

Video:
Long take of all the artists’ in the studio. [from long shot to dolly-in to each actor] A bare, small white room with windows in one corner is stuffed with people who call themselves artists- painter, ballerina, writer, singer, dancer, actor, etc. They are all concentrating on what they are doing not minding each other. At the far end of the room, Luna is drawing intently on her sketchpad. She will not look up.

Audio:
Musical score. Rock, with or without lyrics. [prospect: “Hide” by Pao’s Band] Music will suddenly “hang” when camera stops at Luna.

+++++++

Scene 7. Int. Artists’ Studio.

Video:
Norman arrives at the Artists’ Studio. He pulls a chair across Luna’s table and will seem agitated. [Cut to] Luna looks up at once but then immediately goes back to what she was drawing.

* subtitle of the dialogue will appear on the screen.
** Tagalog: O bakit ngayon ka lang? Ang tagal kitang hinintay ah?
*** English: How come you’re late? I’ve been waiting for you.

Audio:
Ambient sound with other people talking in the background.

V.O. Luna:
O bakit ngayon ka lang? Ang tagal kitang hinintay ah?

+++++++

Scene 8. Int. Comic Alley.

Video:
[Cut to] Girl Character looks briefly at someone who had just arrived. She is sketching in the comic alley. She, like Luna, is also consumed by her work but occasionally glances at Norman who is now starting to feel nervous and seem agitated.

* subtitle of the dialogue will appear on the screen.
** Tagalog: Hindi ko na alam, sobra na akong naguguluhan.
*** English: I don’t know, I’m pretty much confused right now.

Audio:
Ambient sound with other people talking in the background.
Musical score.

V.O. Norman:
Hindi ko na alam, sobra na akong naguguluhan.

+++++++

Scene 9. Int. Artists’ Studio.

Video:
Norman starts to seem rather agitated. He spills his coffee and nervously taps his finger on the table. He pulls out something from his pocket- a rubber band. He toys with it and stretches it repeatedly. Luna and Girl Character will occasionally look at him.

Audio:
Musical score. Music box-like theme fade-in.

V.O. Norman:
Have you ever felt like a rubber band?

+++++++

Scene 10. Int. Artists’ Studio.

Video:
Norman’s imagination. Norman remains static while a ballerina enters and does her stretching behind Norman. He is oblivious of her as she only exists in Norman’s mind. But it will seem as if Luna could see her.

[cut to] Reaction shot of Luna with a questioning look.

[cut to] Ballerina doing her routine encircling the oblivious Norman in the process.

[cut to] Girl Character looking at Norman with a puzzled look as well.

Audio:
Musical score. Music box-like theme fade-out to next sequence.
Louder background conversations.
Montage of dialogues.

V.O. Montage:
[mom] Norman, you’re next in line in our family of doctors, I’m sure your dad will be proud of you wherever he is.
[older brother] Alam ba ni mommy na mas marami na yang units na tine-take mo sa literature kesa sa med requirements mo?
[kid sister] Kuya Norman, kelan mo ba ako gagawan ng fairy tale book?

+++++++

SEQUENCE 3

Scene 11. Int. Artists’ Studio.

Video:
Long take of all the artists’ in the studio. [from long shot to dolly-in to each actor] the artists- painter, ballerina, writer, singer, dancer, actor, etc. are all beginning to be a bit more passionate in their respective activities. Luna begins to be more pressured now. She goes over her work one by one and is not satisfied with her progress yet.

Audio:
Louder version of ambient interior and exterior noise.

V.O. Norman:
I’ve realized that however we stretch our lives, we’ll still return to what we truly are. And if that time comes, mapapaisip tayo kung ano ba talaga ang kabuluhan ng buhay natin.

Video:
Luna stops looking at one of her drawings that closely resembles Norman, then she looks up at him again. Then she goes back to skimming through her works. [cut to] Comic book pages of Luna’s work in progress [as transition]

* subtitle of the dialogue will appear on the screen.
** Tagalog: … mapapaisip tayo kung ano ba talaga ang kabuluhan ng buhay natin.
*** English: … we will be left thinking, are we making any sense?

Audio:
Fade-in rock music.

+++++++

Scene 12. Int. Comic Alley.

Video:
Girl character, confined as she is to Luna’s imagination, becomes agitated as well. She paces around the now, abandoned comic alley and will seem as if she doesn’t know what to do with herself.

Audio:
Rock music. Sound of torn paper.
V.O. Luna:
Pero walang mangyayari sa atin kung mananatili tayong nakakahon sa idinidikta ng ibang tao.

Video:
[cut to] Luna will look directly at the camera with a smug look as if addressing the audience.

Girl Character tearing off the wall paper in the comic alley as if she had waited that cue from her creator who is Luna. [slow motion]

* subtitle of the dialogue will appear on the screen.
** Tagalog: Pero walang mangyayari sa atin kung mananatili tayong nakakahon sa idinidikta ng ibang tao.
*** English: Nothing will happen to us if we continue to be enclosed in other people’s expectations.

Audio:
Rock music to fade.

++++++++

SEQUENCE 4

Scene 13. Int. Hospital.

Video:
Norman in his white duty uniform, stares at the camera as if addressing the audience. He is trying to tell his mother that he won’t be taking up medicine anymore.

Audio:
V.O. Norman:
Ma, hindi ko na itutuloy ang medicine. Writing is where my heart belongs.

Video:
[cut to] Norman’s childhood memory of riding a roller coaster.

[cut to] Artists Studio with all artists.

Audio:
V.O. Montage:
[mom] How could you this do this to your father’s dreams? How could you just disregard everything we’ve put up for you?
[older brother] Dib a sabe ko naman sa’yo hindi magugustuhan ni mommy yan? If anything goes bad with her health, it’ll be your fault.
[kid sister] Kuya Norman, kelan mo ba ako gagawan ng fairy tale book?

Fade-in rock music to fade-out.

Video:
[cut to] A little girl trying to fit all the pieces of a puzzle.

[cut to] POV shot of Alley way.

Fade to black. Twenty seconds of black screen.

+++++++

SEQUENCE 4

Scene 14. Int. Day. Norman’s Pad.

Video:
Norman wakes up with more zest. Boy character, who’s also Norman’s main character wakes up and thinks for a moment before getting ready for the day.

* subtitle of the dialogue will appear on the screen.
** Tagalog: Lahat tayo ay may pag-asa pang kumawala. Tayo ang magpapatakbo ng sarili nating buhay, masundan ang ating paniniwala. Lalaya tayo sa pamamagitan ng pagsunod sa ating puso at di dapat pilit magpanggap na normal ang buhay, dahil, dahil tayo lang ang makapagsasabi kung ano ang katotohanan.
*** English: We could still free ourselves. We rule our lives, we follow our beliefs by following our heart. We can never pretend to be in someone else’s reality because our truth is our reality.

Audio:
Ambient sound of early morning, right after the voice-over, musical score will fade-in.

V.O. Luna:
Lahat tayo ay may pag-asa pang kumawala. Tayo ang magpapatakbo ng sarili nating buhay, masundan ang ating paniniwala. Lalaya tayo sa pamamagitan ng pagsunod sa ating puso at di dapat pilit magpanggap na normal ang buhay, dahil, dahil tayo lang ang makapagsasabi kung ano ang katotohanan.

Scene 15. Int. Comic Alley.

Video:
Boy Character finally meets Girl Character in Norman’s story.

Scene 15. Montage.

Video:
Alley way scene.
Little Girl with the puzzle.
Girl Character looking directly at the camera.
Luna inside a solitary room looking directly at the camera.

Scene 16.

Video:
Comic book pages turning to the front cover entitled HALAW.

===END===

Halaw: Written Thesis submitted to UP Film Institute

“HALAW”
CHER PAULINE L. CRUZ

A thesis submitted to the
THE U.P. FILM INSTITUTE
COLLEGE OF MASS COMMUNICATION
University of the Philippines
Diliman, Quezon City

In partial fulfillment of the requirements for the degree of
Bachelor of Arts in Film and Audiovisual Communication

First Semester
AY 2007-2008
October 2007

FILMMAKERS’ PROFILE

CHER PAULINE LORILLA CRUZ

Interests:
Film, Music, Visual Arts, Photography, Books, Creative Writing, Softball, Basketball, Wakeboarding, Travel

Favorite Movies:
Schindler’s List, Pirates of the Caribbean Trilogy, Hotel Rwanda, Amelie, Finding Nemo, Requiem for A Dream, Kill Bill, Trainspotting, 21 Grams, The Soong Sisters, Hula Girls, Closer, City of God, Garden State, Insiang

Favorite Books:
Unbearable Lightness of Being, Stephen King Books, Ignorance, Veronika Decides to Die, Eleven Minutes, Einstein’s Dreams, Harry Potter, Catcher in the Rye, Angels and Demons, Kafka on the Shore, The Fountainhead, Neverwhere, The Picture of Dorian Gray

Favorite Musicians:
Lifehouse, Frou Frou, Imogen Heap, Garbage, Tori Amos, Regina Spektor, UpDharmaDown, Orange and Lemons, Incubus, Maroon 5, Linkin Park, Evanescence, Thievery Corporation, Death Cab for Cutie, Travis, Paramita, Matilda

Educational Background:
University of the Philippines, Diliman Film Institute
BA Film and AudioVisual Communication
(2000-2007)

Novaliches High School
TS Cruz Subd. Novaliches QC (1996-2000)

Saint Andrew School
Caloocan City (1993-1996)

Honors/ Awards Received :
Civil Service Sub-Professional exam Passer
College Scholar UP Diliman 2003
SYDP Scholar QC Hall 2000-2004
DSWD 2nd Place 2002 National Division Essay Writing Contest
NHS Essayist of the Year 2000
NHS Journalist of the Year 2000
Best in Production design UP Black beret Film Festival 2003

Organizations and Positions held:
UP Cineastes’ Studio
-Membership Committee Head 2003
UP communicators for Good Governance
-member 2003-2004
UP Pathfinders
-member 2003-2004
NHS Reservoir (English School Paper)
-Editor-in-Chief 1999-2000
NHS English Club
-President 1999-2000

Seminars Attended:
-Phil. Daily Inquirer’s Mediamorphosis: Developing Society Through Mass Media
July19, 2003
-ACLE Personality Development in front of the Camera
August 21, 2001
-Concerned Artists’ of the Philippines, Censorship Conference
-Talk on Independent Cinema
-UP JC “Crossover” a Symposium on the shift from Print to Broadcast Journalism
-I-Witness Documentary Series
-Sangandaan 2003:An International Conference on Arts and Media in Fil-Am Relations

Work Experience:
Etelecare Global Solutions
-Customer service Associate 2
(July 2004-present)
*promoted to level 2 upon regularization
-NASD Series 6 Licensed
-Recruiting specialist (December 2005-January 2006)

Industria Productions (on-the-job training)
-production Assistant (2003)

ClicktheCity.com
-film reviewer (2003-2005)

Halaw (narrative experimental)
– Director and Scriptwriter

Amniotic (experimental film)
– Director

Doktor (documentary about the life of an embalmer)
– Director

Atin-atin Lang ‘To (narrative film)
– Assistant Director

Conchita (narrative film)
– Assistant Director

Super Tonyo (animation)
– Dubber

Tilapia (narrative film)
– Production Designer

Cuatro Manos
– Production Assistant

TABLE OF CONTENTS

Page

9 Abstract and Synopsis
10 Chapter 1: Introduction
11 Chapter 2: Theoretical Framework
13 Chapter 3: Conceptual Framework
16 Chapter 4: Review of Related Literature and Films
17 Chapter 5: Methods and Procedures
A. Production
B. Post-Production
C. Budget
20 Chapter 6: The Script
36 Production Team and Cast of Characters
38 Appendices

Faculty Critique and Recommendations
Thesis Defense Evaluation Forms

Film 200 Thesis
1st Semester, AY 2007-2008

Title: “HALAW” (“Rooted”/ “Adapted”) experimental film
Name: Cher Pauline Cruz
TRT: 9 mins.
Language: Filipino with English subtitles
Shooting / Originating Format: Digital Video

SYNOPSIS:

This experimental film is a journey inside Norman’s imagination and creative motivations. Norman is a struggling artist who is stretched into opposite directions by his true passion and what is expected of him. He experiences “living” in different worlds [the real world and the graphic novel world] showcasing his different states of mind in succession with his dream graphic novel.

RATIONALE / ABSTRACT:

“Belief strengthens truth” is the central theme of this film. This film supports Gilles Deleuze’s idea of “Cinema of the seer and no longer the agent.” Coinciding with the main character’s decision-making, this film also elicits active participation from the audience. The viewers are given the chance to believe in what the actual story and time-frame of the film is. Nevertheless, the film still highlights the distinction between its objectivity in relation to its audience and its subjectivity to the main character as it is treated just like a brief peek inside Norman’s mind. This, therefore, gives respect due to each and every one’s truth—fictional or not.

I N T R O D U C T I O N

They say that a film, in one way or another, portrays a deeply personal part of the filmmaker that attaches the film to the filmmaker, audience to filmmaker and audience to film. This personal and subjective aspect of filmmaking is also the very thing that leads us to the understanding and sometimes, appreciation of the film—for the mere fact that we can connect with it.

This short film thesis is three years in-the-making. We could therefore deduce that the film has grown with us through those years of its completion. So many things have happened, so many experiences have contributed to the continuously budding interlayers of the film. Almost at the same time, we, the filmmakers and “Halaw” became mature beings who prodigiously searched for answers and finally, “found what we were looking for.”

Coming from the inscrutable “Sqitz”, the title became “Halaw” which is a Filipino term for ‘adapted’ (synonymous to personalized, tailored or custom-made) or ‘rooted from’ (synonymous to entrenched, deep-seated or embedded). From something so broad, our story became so specified and close to home as we were actually making a film that’s more like a personal journey that anyone can have the liberty to relate to it. Because of the three-year-wait, there were also times we’ve asked ourselves, do we really have what it takes? Where are we really headed? And now that the dream and passion materialized in this film, we know (just like the main character) where we are headed…

THEORETICAL FRAMEWORK

“Something bizaare about the cinema struck me: its unexpected ability to show not only behavior, but spiritual life as well. Spiritual life isn’t dream or fantasy- which were always the cinema’s dead ends- but rather the domain of cold decision, of absolute obstinacy, of the choice of existence… Cinema not only puts movement in the image, it also puts movement in the mind.”
– Gilles Deleuze
(The Brain is the Screen: Deleuze and the Philosophy of Cinema, 2000)

The film is structured in a way that profoundly resembles the inner workings of the mind. Since the human mind is overflowing with uncalculated thoughts, rooting from the subconscious to the conscious without any distinct pattern or succession, the film appears as if it’s an inside tour to the main character’s artistic consciousness. And what better framework to support it but Gilles Deleuze’s philosophy significantly correlated with cinema.

Deleuze’s philosophy is somewhat self-explanatory and concentrates not on the “motion picture” itself but on the “sensory-motor image” which highlights the idea of “Cinema of the seer and no longer the agent”. Deleuze acknowledges that which plays an important part of cinema that most scientific theories fail to include—the sensory perception of its viewers. The whole film itself is like a create-your-own-adventure journey that covers a broad scope as that of the human imagination or the inner workings of the human mind and at the same time leaving the audience thinking and/or deciding what comes next or what happened before. According to Deleuze, “…it is in the mind where points of views superimpose themselves on one another… [like] a chessboard… [it] unfolds a possible set of moves that only memory can condense in the mind of the player.”

Deleuze overtly emphasizes the importance of the active participation of a film’s viewers by eliciting emotions either through the images on screen or to the actual time frame being followed by the film. This participation helps in understanding the film and/or having the viewers arrive at a conclusion even when a film is as open-ended as a broken hanging bridge. Deleuze even came up with a term for this “hanging bridge” which is the “any-space-whatever” or the “disconnected space”. “Any-space-whatever” refers to “the connection of nevertheless, absent, or as even disappeared, not simply out of frame, but passed into the void”, and due to this, we are left to think and formulate our own hypotheses therefore becoming a participant of the film itself.

“A space is born that is not reducible to exteriority; instead of condemning us to see things from the outside, it clarifies from within.” For Deleuze, a film spirals us down into its own space and time frame and once we get immersed into it, the film throws us back to our world with a better understanding of that different kind of experience. Deleuze treats each viewer as a thinking entity therefore, a filmmaker doesn’t need to translate everything literally into the big screen because a viewer is given a thinking faculty that they are able to deduce the relevance of the film in their own lives. This then, results to those more formal film theories formulated by equally competitive film enthusiasts and it does not, in any way, [as most people perceive] a deviation from those structured schools of thought in Film and Filmmaking.

Reference:
*1 The Brain is the Screen: Deleuze and the Philosophy of Cinema ed. By Gregory Flaxman Copyright 2000 University of Minnesota Press.

CONCEPTUAL FRAMEWORK

“…the brain becomes world and the world invades the brain at the juncture of the canvas which is as much a material as a spiritual membrane, a psychophysical entity made of extension and thought, matter and memory, flesh and spirit.”
(The Brain is the Screen: Deleuze and the Philosophy of Cinema, 2000)

“Halaw” came from a narrative script that’s been perpetually revised over again because of so many external factors and constraints, not to mention the internal [mental] battles experienced by its creator. Although, the narration in the film provides a slight linearity to the film itself, “Halaw” ended up as an experimental film which highlights the main character’s state of mind.

The finalization of the film’s concept came about when we have shifted from a psychological framework to Gilles Deleuze’s film theory, both of which concentrates on the inner workings of the human mind.

Just like a painter with an empty canvas, the film materialized because the mind extended its magic into the medium that is the film. “…This membrane on which the brain enters the world at the same time as the world penetrates into the milieu of the brain” is the very same reason why the film ended up as experimental and why it became an inside journey inside Norman’s [main character] head or creative consciousness.

On the book by Gregory Flaxman, The Brain is the Screen: Deleuze and the Philosophy of Cinema, 2000, Flaxman correlates the conception of a film idea with the creation of a painting. Flaxman describes the process as: “The cerebral membrane de-subjectifies itself, turns itself into a painting, alters itself to become a canvas of the world while the texture of the painting makes itself cerebral- a painting inside the head for a head became painting. And this can only occur there where the ego absents itself and solitary, gets itself lost in giving way to the eye of things.” Norman, the main character, who is a struggling artist, along with the film itself, reached its completion when it started “fixing” itself from within instead of becoming affected and clogged by external factors. Still according to the book: “…an image cannot be reduced to the cold, objective reality of independent matter, but neither is it the simple survey of my mind as it exacts a look at the inaccessible back of things.” The film is an inside journey of Norman frantically searching for an answer amidst his personal battles and outside dynamics such as the creation of his graphic novel, Luna, pressures from his “actual” life and the “outside world” in general. The film becoming an inside-to-outside journey paved the way for realizations both from the film, filmmaker and its audience.

The comic-book part of the story embodies the actual framework of how the human mind works- fragmented and hyperactive and yet, understandable and significant. It also shows how our lives significantly move in parallel to our passion which in Norman’s case, graphic novels. As Bergson claims, “Consciousness shows our body as one image among others and our understanding as a certain faculty of dissociating of distinguishing, of opposing logically, but not of creating or constructing.”
Moreover, the film shifting into an experimental film from a narrative emphasizes the “fatigue” that Deleuze refers to. According to him, it is “the nervous exhaustion that drives the author to collapse, to lose his grip, exhausted from having to walk upon a plane as virgin of traces as the sea” which resembles the emotional state of Norman. The film has a free rein as to where it will come from or where it will head to, same way that the audience can freely formulate conclusions or interpretations about the film. The loop and violent repetition of images were inspired by the “state-of-mind” montages- compulsion from “Requiem for a Dream” and “Trainspotting”; melancholy from “Amelie”; and novelty from “Kill Bill”.

Deleuze summarized the essence of cinema in his claim that “Cinema does not imitate normal perception; rather, it reveals the ‘mechanism’ of perception.” The “physical mechanism” pertaining to the camera and the “metaphysical means” being the human mind itself whether it’s the mind of the seer or the agent.

Reference:
*1 The Brain is the Screen: Deleuze and the Philosophy of Cinema ed. By Gregory Flaxman Copyright 2000 University of Minnesota Press.

REVIEW OF RELATED LITERATURE AND FILMS

The film “Halaw” is inspired mainly by graphic novels. For foreign publications, of course there are Vertigo, Marvel and DC. Among local selections, there are the works of Arnold Arre and Carlo Vergara such as “After Eden” and “Trip to Tagaytay”. It must be reiterated that there’s a fine line separating comics from graphic novels– “Comic works created and published as a single narrative, without prior appearance in magazines, comic books or newspapers, are called original graphic novels (OGN).” “A graphic novel is a type of comic book, usually with a lengthy and complex storyline similar to those of novels, and often aimed at mature audiences.” [from Wikipedia]

The film also follows the techniques, specifically the montages, used in the films “Requiem for a Dream”, “Trainspotting” and “Amelie”—all depicting specific states of mind. The comic book parts were inspired from comic book adaptations and pop-artsy films such as “Kill Bill” and “A Scanner Darkly”.

METHODS & PROCEDURES

Production

We shot the film at an empty apartment in Novaliches which was owned by my friend. We chose this location so that the Art Department would have the liberty to design the place any way they wanted. For as long as the coffee table where Norman and Luna meet is present. The comic alley was shot in our own apartment. We covered the walls with comic book pages to make it appear as an ordinary bedroom or personal room of someone who is passionate about graphic novels. In terms of lighting, we made use of bluish white lights for scenes of Norman while we used halogen lamps for the comic scenes as well as Luna’s scenes.

Post-Production

As we intended for the film to appear as if it is an overlap between Norman’s imagination and the completion of his graphic novel, scenes shift from real life action to comic book scenes. These comic book scenes were edited through Photoshop using the Cutout technique while the “rubber band scene” with the dancing ballerina was done using the Morphing method. All of the dialogues were dubbed as the film supposedly was a silent film.

BUDGET

Budget Summary:

Pre-Production: 3,000.00 php
Production: 25,000.00 php
Post-Production: 15,000.00 php

Pre-Production:

Fundraising / Prospectus ____________________________500.00
Tokens for Crew & Actors_____________________________1000.00
Transportation_______________________________________500.00
Photocopy__________________________________________ 300.00
Cellphone Load______________________________________ 200.00
Miscellaneous ______________________________________ 500.00

TOTAL: 3,000.00 php

Production:

Equipment Rental ____________________________________ 5,000.00
Lighting Equipment__________________________________ 5,000.00
Sound Equipment____________________________________ 500.00
Generator and Fuel___________________________________ 7,500.00
Food ______________________________________________ 3,500.00
Production supplies __________________________________ 1,500.00
Art Department ______________________________________ 2,000.00

TOTAL: 25,000.00 php

Post-Production:

Editing______________________________________________ 12,000.00
Packaging and Distribution____________________________ 1,000.00
Production Book_______________________________________ 2,000.00

TOTAL: 15,000.00 php

GRAND TOTAL: ________________________________________ 43,000.00 PHP

THE SCRIPT

“H A L A W”
original narrative script
Short film by: Cher Pauline Cruz
Running time: 11 mins.

SEQUENCE 1
+++++++

Scene 1. Ext. Day. Bookstore.

Video:
Long shot of bookstore. Dolly-in to a specific graphic novel but will have a hazy look that the cover is not identifiable.

Audio:
No sound at all, as if in a vacuum.

+++++++

Scene 2. Int. Day. Norman’s Pad.

Video:
Norman waking up. Camera pans from right to left showing Norman’s collection of books- a mix between medical books and graphic novel writing books. Shot will end at Norman’s baby picture.

Audio:
Ambient sound of early morning.

V.O. of Norman:
Katulad ng isang author ng libro, tayo ang lumilikha at nagpapatakbo ng ating buhay.

+++++++

Scene 3. Int. Day. Boy Character’s Bedroom.

Video:
Black and white. Boy Character also wakes up and looks outside his window. He starts another day without much enthusiasm.

Audio:
Musical score. Slow.

+++++++

Scene 4. Ext. Day. Alley way.

Video:
POV shot of Norman walking slowly in the alley way towards the busy, main street. At the end of the alley way, we could see people and vehicles passing by.

Audio:
Norman’s thoughts. Montage of overlapping dialogues coming from his family.

V.O. Montage:
[mom] Norman, you’re next in line in our family of doctors, I’m sure your dad will be proud of you wherever he is.
[older brother] Alam ba ni mommy na mas marami na yang units na tine-take mo sa literature kesa sa med requirements mo?
[kid sister] Kuya Norman, kelan mo ba ako gagawan ng fairy tale book?

+++++++

SEQUENCE 2

Scene 5. Int. Day. Artists’ Studio.

Video:
In black and white. Boy Character descends from the stairs and will look at someone with a slight surprise as if not expecting that the person would be there at all.

Audio:
Musical score. Rock, with or without lyrics. [prospect: “Hide” by Pao’s Band]

+++++++

Scene 6. Int. Artists’ Studio.

Video:
Long take of all the artists’ in the studio. [from long shot to dolly-in to each actor] A bare, small white room with windows in one corner is stuffed with people who call themselves artists- painter, ballerina, writer, singer, dancer, actor, etc. They are all concentrating on what they are doing not minding each other. At the far end of the room, Luna is drawing intently on her sketchpad. She will not look up.

Audio:
Musical score. Rock, with or without lyrics. [prospect: “Hide” by Pao’s Band] Music will suddenly “hang” when camera stops at Luna.

+++++++

Scene 7. Int. Artists’ Studio.

Video:
Norman arrives at the Artists’ Studio. He pulls a chair across Luna’s table and will seem agitated. [Cut to] Luna looks up at once but then immediately goes back to what she was drawing.

* subtitle of the dialogue will appear on the screen.
** Tagalog: O bakit ngayon ka lang? Ang tagal kitang hinintay ah?
*** English: How come you’re late? I’ve been waiting for you.

Audio:
Ambient sound with other people talking in the background.

V.O. Luna:
O bakit ngayon ka lang? Ang tagal kitang hinintay ah?

+++++++

Scene 8. Int. Comic Alley.

Video:
[Cut to] Girl Character looks briefly at someone who had just arrived. She is sketching in the comic alley. She, like Luna, is also consumed by her work but occasionally glances at Norman who is now starting to feel nervous and seem agitated.

* subtitle of the dialogue will appear on the screen.
** Tagalog: Hindi ko na alam, sobra na akong naguguluhan.
*** English: I don’t know, I’m pretty much confused right now.

Audio:
Ambient sound with other people talking in the background.
Musical score.

V.O. Norman:
Hindi ko na alam, sobra na akong naguguluhan.

+++++++

Scene 9. Int. Artists’ Studio.

Video:
Norman starts to seem rather agitated. He spills his coffee and nervously taps his finger on the table. He pulls out something from his pocket- a rubber band. He toys with it and stretches it repeatedly. Luna and Girl Character will occasionally look at him.

Audio:
Musical score. Music box-like theme fade-in.

V.O. Norman:
Have you ever felt like a rubber band?

+++++++

Scene 10. Int. Artists’ Studio.

Video:
Norman’s imagination. Norman remains static while a ballerina enters and does her stretching behind Norman. He is oblivious of her as she only exists in Norman’s mind. But it will seem as if Luna could see her.

[cut to] Reaction shot of Luna with a questioning look.

[cut to] Ballerina doing her routine encircling the oblivious Norman in the process.

[cut to] Girl Character looking at Norman with a puzzled look as well.

Audio:
Musical score. Music box-like theme fade-out to next sequence.
Louder background conversations.
Montage of dialogues.

V.O. Montage:
[mom] Norman, you’re next in line in our family of doctors, I’m sure your dad will be proud of you wherever he is.
[older brother] Alam ba ni mommy na mas marami na yang units na tine-take mo sa literature kesa sa med requirements mo?
[kid sister] Kuya Norman, kelan mo ba ako gagawan ng fairy tale book?

+++++++

SEQUENCE 3

Scene 11. Int. Artists’ Studio.

Video:
Long take of all the artists’ in the studio. [from long shot to dolly-in to each actor] the artists- painter, ballerina, writer, singer, dancer, actor, etc. are all beginning to be a bit more passionate in their respective activities. Luna begins to be more pressured now. She goes over her work one by one and is not satisfied with her progress yet.

Audio:
Louder version of ambient interior and exterior noise.

V.O. Norman:
I’ve realized that however we stretch our lives, we’ll still return to what we truly are. And if that time comes, mapapaisip tayo kung ano ba talaga ang kabuluhan ng buhay natin.

Video:
Luna stops looking at one of her drawings that closely resembles Norman, then she looks up at him again. Then she goes back to skimming through her works. [cut to] Comic book pages of Luna’s work in progress [as transition]

* subtitle of the dialogue will appear on the screen.
** Tagalog: … mapapaisip tayo kung ano ba talaga ang kabuluhan ng buhay natin.
*** English: … we will be left thinking, are we making any sense?

Audio:
Fade-in rock music.

+++++++

Scene 12. Int. Comic Alley.

Video:
Girl character, confined as she is to Luna’s imagination, becomes agitated as well. She paces around the now, abandoned comic alley and will seem as if she doesn’t know what to do with herself.

Audio:
Rock music. Sound of torn paper.
V.O. Luna:
Pero walang mangyayari sa atin kung mananatili tayong nakakahon sa idinidikta ng ibang tao.

Video:
[cut to] Luna will look directly at the camera with a smug look as if addressing the audience.

Girl Character tearing off the wall paper in the comic alley as if she had waited that cue from her creator who is Luna. [slow motion]

* subtitle of the dialogue will appear on the screen.
** Tagalog: Pero walang mangyayari sa atin kung mananatili tayong nakakahon sa idinidikta ng ibang tao.
*** English: Nothing will happen to us if we continue to be enclosed in other people’s expectations.

Audio:
Rock music to fade.

++++++++

SEQUENCE 4

Scene 13. Int. Hospital.

Video:
Norman in his white duty uniform, stares at the camera as if addressing the audience. He is trying to tell his mother that he won’t be taking up medicine anymore.

Audio:
V.O. Norman:
Ma, hindi ko na itutuloy ang medicine. Writing is where my heart belongs.

Video:
[cut to] Norman’s childhood memory of riding a roller coaster.

[cut to] Artists Studio with all artists.

Audio:
V.O. Montage:
[mom] How could you this do this to your father’s dreams? How could you just disregard everything we’ve put up for you?
[older brother] Dib a sabe ko naman sa’yo hindi magugustuhan ni mommy yan? If anything goes bad with her health, it’ll be your fault.
[kid sister] Kuya Norman, kelan mo ba ako gagawan ng fairy tale book?

Fade-in rock music to fade-out.

Video:
[cut to] A little girl trying to fit all the pieces of a puzzle.

[cut to] POV shot of Alley way.

Fade to black. Twenty seconds of black screen.

+++++++

SEQUENCE 4

Scene 14. Int. Day. Norman’s Pad.

Video:
Norman wakes up with more zest. Boy character, who’s also Norman’s main character wakes up and thinks for a moment before getting ready for the day.

* subtitle of the dialogue will appear on the screen.
** Tagalog: Lahat tayo ay may pag-asa pang kumawala. Tayo ang magpapatakbo ng sarili nating buhay, masundan ang ating paniniwala. Lalaya tayo sa pamamagitan ng pagsunod sa ating puso at di dapat pilit magpanggap na normal ang buhay, dahil, dahil tayo lang ang makapagsasabi kung ano ang katotohanan.
*** English: We could still free ourselves. We rule our lives, we follow our beliefs by following our heart. We can never pretend to be in someone else’s reality because our truth is our reality.

Audio:
Ambient sound of early morning, right after the voice-over, musical score will fade-in.

V.O. Luna:
Lahat tayo ay may pag-asa pang kumawala. Tayo ang magpapatakbo ng sarili nating buhay, masundan ang ating paniniwala. Lalaya tayo sa pamamagitan ng pagsunod sa ating puso at di dapat pilit magpanggap na normal ang buhay, dahil, dahil tayo lang ang makapagsasabi kung ano ang katotohanan.

Scene 15. Int. Comic Alley.

Video:
Boy Character finally meets Girl Character in Norman’s story.

Scene 15. Montage.

Video:
Alley way scene.
Little Girl with the puzzle.
Girl Character looking directly at the camera.
Luna inside a solitary room looking directly at the camera.

Scene 16.

Video:
Comic book pages turning to the front cover entitled HALAW.

===END===

CHARACTERS:

NORMAN: A mid-twenty med-student who is also a writer. He is pressured by his family to pursue medicine to complete the roster of doctors in their clan. He lives on his own in a small apartment and likes to hang-out at the Artists’ Studio.

LUNA: A free-spirited and laidback comicbook artist in her early-twenties who meets Norman in the Artists’ Studio. She is typically the artistic recluse who likes to keep things to herself to mind her own business.

BOY CHARACTER: He is a moving image of Norman’s story that is yet to be concluded. He resembles Norman’s initial boredom with life.

GIRL CHARACTER: She is originally a moving image of Luna’s comicbook. But as the story progresses, she becomes a part of Norman’s story until she had a life of her own when she decides to break free.

LITTLE GIRL

NORMAN’S FAMILY: Mom, Older Brother and Little Sister
They won’t be exposed in the screen as they are just resounding voice-overs in Norman’s head that recur everytime Norman gets agitated because of pressure.

“H A L A W”
experimental

Short film by: Cher Pauline Cruz
Running time: 9 mins.

SEQUENCE 1
+++++++

Scene 1. Int. Day. Artists’ Studio.

Video:
Little Girl trying to fit the pieces of a puzzle together. A hand sketching. Children playing in the streets.

Audio:
No sound at all, as if in a vacuum then shift to laughter of children.

+++++++

Scene 2. Int. Day. Norman’s Pad.

Video:
Norman waking up. Camera pans from right to left showing Norman’s collection of books- a mix between medical books and graphic novel writing books. Shot will end at Norman’s baby picture and Norman getting-up.

Audio:
Ambient sound of early morning.

V.O. of Norman:
Katulad ng isang may-akda, tayo ang lumilikha at nagpapatakbo ng ating buhay.
(Just like an author of a book, we create our own life stories…)
+++++++

Scene 3. Int. Day. ComicBoy’s Bedroom.

Video:
Black and white comic part. ComicBoy also wakes up and looks outside his window. He starts another day without much enthusiasm. He starts to write in his diary but changes his mind as he had nothing to write.

Audio:
Musical score. VO of Norman narrating how his main character ComicBoy, acts on the story inside his head.

V.O. of Norman:
Katulad ng lalaking ito.
Babangon at titingin sa bukas na bintana
Nag-iisip ng isusulat sa kanyang diary
Gusto nyang isulat ang lahat,
Mga bagay na dumaan sa kanya,
Mga bagay na makapagsasabi kung sino talaga siya
Pero,
Hindi niya alam kung saan at paano magsimula.
Maya-maya pa’y babangon na lang siya’t magpapasyang ‘wag na lang at lalabas ng kanyang silid para maligo.

+++++++

Scene 4. Ext. Day. Alley way.

Video:
POV shot of Norman walking slowly in the alley way towards the busy, main street. At the end of the alley way, we could see people and vehicles passing by.

Norman’s thoughts. Montage of the children playing outside, ComicBoy descending from the stairs
Audio:
Busy street and children’s laughter.

V.O. of Norman:
Ngayo’y tatahakin nya ang masikip na eskinita patungo sa babaeng matalik nyang kaibigan
Na maaring makapagsabi ng sagot sa mga tanong niya.
+++++++

SEQUENCE 2

Scene 5. Int. Day. Artists’ Studio.

Video:
In black and white. ComicBoy descends from the stairs and will look at someone with a slight surprise as if not expecting that the person would be there at all. Cut to ComicGirl looking in ComicBoy’s direction.

Luna will look at someone who has just arrived.

ComicGirl:
Ba’t ngayon ka lang dumating dumating?

+++++++

Scene 6. Int. Artists’ Studio.

Video:
Long take of all the artists’ in the studio. [from long shot to dolly-in to each actor] A bare, small white room with windows in one corner is stuffed with people who call themselves artists- painter, ballerina, writer, singer, dancer, actor, etc. They are all concentrating on what they are doing not minding each other. At the far end of the room, Luna is drawing intently on her sketchpad. She will not look up.

Audio:
Musical score.

+++++++

Scene 7. Int. Artists’ Studio.

Video:
Norman arrives at the Artists’ Studio. He pulls a chair across Luna’s table and will seem agitated. [Cut to] Luna looks up at once but then immediately goes back to what she was drawing.

Audio:
Ambient sound with other people talking in the background.

V.O. Luna:
O bakit ngayon ka lang? Ang tagal kitang hinintay ah?

+++++++

Scene 8. Int. Comic Alley.

Video:
[Cut to] ComicGirl looks briefly at someone who had just arrived. She is sketching in the comic alley. She, like Luna, is also consumed by her work but occasionally glances at Norman who is now starting to feel nervous and seem agitated.

Audio:
Ambient sound with other people talking in the background.
Musical score.

V.O. Norman:
Bakit nga ba ngayon lang siya dumating? Bakit?

Cut to Luna looking at Norman’s works.

V.O. Luna:
O maganda naman tong mga bago mo a? Ba’t ayaw mo pa kasing seryosohin ang fine arts?
Diba ito naman talaga ang gusto mo?

Video: Child playing and a painter concentrating on his work.

V.O. Norman:
Sana nga ganun lang kadali gawin ang desisyon na iyan.
Parang batang malayang naglalaro
O kaya nama’y isang pintor na malayang nagpipinta ng kahit anong gusting gawin nya
Pero pano kung nagkamali ako ng piliin?
Sana ganon lang kadali burahin ang lahat.
Anong gagawin ko ngayon?
Ngayong, sakal na sakal na ako sa lahat ng idinidikta ng mga tao?
Alam mo ba ang sagot Luna?
Anong gagawin ko?

+++++++

Scene 9. Int. Artists’ Studio.

Video:
Norman starts to seem rather agitated. He spills his coffee and nervously taps his finger on the table. He pulls out something from his pocket- a rubber band. He toys with it and stretches it repeatedly. Luna and ComicGirl will occasionally look at him.

Audio:
Musical score. Music box-like theme fade-in.

V.O. Norman:
Naramdaman mo na bang maging tila isang gomang binabatak?
Ano mang uri ng pag-unat ang gawin natin sa buhay natin
Tayo’y babalik at babalik din sa kung sino talaga tayo.

+++++++

Scene 10. Int. Artists’ Studio.

Video:
Norman’s imagination. Norman remains static while a ballerina enters and does her stretching behind Norman. He is oblivious of her as she only exists in Norman’s mind. But it will seem as if Luna could see her.

[cut to] Reaction shot of Luna with a questioning look.

[cut to] Ballerina doing her routine encircling the oblivious Norman in the process.

[cut to] ComicGirl looking at Norman with a puzzled look as well.

Audio:
Musical score. Music box-like theme fade-out to next sequence.
Louder background conversations.
Montage of dialogues.

+++++++

SEQUENCE 3

Scene 11. Int. Artists’ Studio.

Video:
Long take of all the artists’ in the studio. [from long shot to dolly-in to each actor] the artists- painter, ballerina, writer, singer, dancer, actor, etc. are all beginning to be a bit more passionate in their respective activities. Luna begins to be more pressured now. She goes over her work one by one and is not satisfied with her progress yet.

Audio:
Louder version of ambient interior and exterior noise.

V.O. Norman:
Kailangan matigil na ang lahat!
Kailangan nang baklasin ang mga alinlangan animoy huwad na larawan na gumugulo sa pader n gating isipan!
Video:
ComicGirl, confined as she is to Luna’s imagination, becomes agitated as well. She paces around the now, abandoned comic alley and will seem as if she doesn’t know what to do with herself. Comic Girl tears of the pages of comics on the wall.

Audio:
Rock music. Sound of torn paper.

+++++++

Scene 12. Int. Comic Alley.

Video: Norman waking up. Camera pans from right to left showing Norman’s collection of books- a mix between medical books and graphic novel writing books. Shot will end at Norman’s baby picture and Norman getting-up. Comicboy descends from the stairs.

V.O. Norman:
Katulad ng isang may-akda, tayo ang lumilikha at nagpapatakbo ng ating buhay.
Ngayon, alam ko na kung saan ako tutungo…

===END===

CHARACTERS:

NORMAN: A mid-twenty med-student who is also a writer. He is pressured by his family to pursue medicine to complete the roster of doctors in their clan. He lives on his own in a small apartment and likes to hang-out at the Artists’ Studio.

LUNA: A free-spirited and laidback comicbook artist in her early-twenties who meets Norman in the Artists’ Studio. She is typically the artistic recluse who likes to keep things to herself to mind her own business.

COMICBOY: He is a moving image of Norman’s story that is yet to be concluded. He resembles Norman’s initial boredom with life.

COMICGIRL: She is originally a moving image of Luna’s comicbook. But as the story progresses, she becomes a part of Norman’s story until she had a life of her own when she decides to break free.

PRODUCTION TEAM

Directed & Written by: Cher Pauline Cruz

Directors of Photography: Anna Cecilia Monzon
Ruthlynne Medina

Editing & Sound: Nani Naguit

Assistant Director for Actors: Joseph Angelo Santos

Assistant Director for Set: Ma. Monica Valdes

Production Manager: Rory Rebustes

Script Supervisor: Crystal Anne Salonga

Assistant Script Supervisor: Ryan Nikolai Dino

Art Director: Jennie Jo Platon

Production Designers: Joanna Lou Velarde
Tanya Grace Jamon

Wardrobe and Make-up: Jocelyn Herrera

Continuity: Julian Paolo Quinto

Production Assistants: Hermann Hilario Claravall
Diana Christina Evangelista
Carlos Miguel Locsin
Franz Josef Barcelona
James Amparo

Original Musical Scoring:
Matilda Band:
Jovi Reyes – drums
Charms Tianzon – vocals
Meryl Antonio -guitars
Yvette Tunguia – bass
Maricor Reyes – violin
Nani Naguit

Cast of Characters

NORMAN: Alfred Simbulan
LUNA: Mich Rama
COMICBOY: Carlo Paolo Cruz
COMICGIRL: Chrisseth Maghirang
CHILD: Arianne Jeune Gianelli Tan
PAINTER: Bidz dela Cruz
WRITER: Franz Josef Barcelona
SINGER: Marian Soledad Macapanpan
BALLERINA: Carla Tanchoco
STREETDANCER: Ryan Nikolai Dino

APPENDICES

Appendix 1: Original Film 199 Approved Concept:

STUDY FRAMEWORK

Since my thesis story is character-oriented, it is but natural to study theories on psychology, more specifically, on personality. In Hilgard’s Introduction to Psychology, personality is defined as “the distinctive and characteristic patterns of thought, emotion and behavior that define an individual’s personal style of interacting with the physical and social environments”.

In my thesis story, the central character Luna, is a struggling comic book artist who draws inspiration from a boy she dreams of. She then, starts to create a graphic novel about him. The course of the comic book’s progression also served as a journey towards self-actualization for Luna who was able to complete the graphic novel only after she was classified as schizophrenic.

I wanted my main character to become someone unique, “artistically weird” and someone whom the audience can empathize with despite her eccentricities. But I realized that to label her as someone with schizoid personality would probably elicit negative response from the viewers. This is due to the fact that schizophrenics here in the Philippines refer to the shabby, almost naked people muttering to themselves in the streets, the “taong grasa’ to be exact. So there is a possibility that my character might be stereotyped and even the story for that matter. But I cannot completely veer away from the topic of schizophrenia because the personality I created for Luna possessed all the symptoms of a schizophrenic.

It is a good thing though that recent studies have related schizophrenia to modern ways of thinking which are also considered as “artful expressions”. According to Klaus Conrad, a German psychiatrist, “generally, the (schizophrenic) person has a sense of having lost contact with things or of everything having undergone some subtle, all-encompassing change. Reality seems to be unveiled as never before and the visual world looks peculiar and eerie- weirdly beautiful, tantalizingly significant or perhaps horrifying in some insidious but ineffable way.” Studies nowadays also see schizophrenia not as a progressive disease but a “development”. According to Karl Jaspers, schizophrenia “is something that one is, something that in a profound sense, develops out of or expresses one’s basic character or personal mode of being.”

In line with this modern view of schizophrenia, the fact that this type of ‘abnormal psychology’ can be surpassed brought me to the assumption that undergoing schizophrenia and being able to overcome it would be the ultimate path towards self-actualization.

In psychology, the study of personality is rooted on three major theories: 1) Freud’s Psychoanalytic Approach 2) the Behavioristic Approach and 3) the Phenomenological Approach. I am anchoring my story more on the third theory, the Phenomenological Approach. This theory focuses more on the individual’s subjective experience- his or her personal view of the world.” Phenomenological theory deals with Humanistic psychology wherein a “human’s personality or being is given the highest regard. A person must be described and understood in terms of their own subjective views of the world, their perceptions of the self and their feelings of self-worth.” (Hilgard)

According to Abraham Maslow, a pioneer in Humanistic psychology, all people are driven by the need for self-actualization. The need for self-actualization ranked highest in Maslow’s heirarchy of needs of a human being and is characterized by a peak experience. A peak experience, still according to him, is “an experience of being characterized by happiness and fulfillment- a temporary, non-striving, non-self-centered state of perfection of goal attainment.” The phenomenological theory differed from the two other theories because it based the criteria of psychological health in self-actualization and not in ego-control (as with the Psychoanalytic theory) or adjustment to the environment (as with the Behavioristic approach). Furthermore, Carl Rogers explained that “the best vantage point for understanding behavior is from the internal frame of reference of the individual himself.” Rogers’ central concept in his theory is the self and self-concept. But Rogers also emphasized that the self-concept does not necessarily reflect reality. It means that self realization, being the ultimate motivation of human, can be achieved in whatever state we are in.

CONCEPTUAL FRAMEWORK

“Belief strengthens truth” is the main concept of this thesis. I believe that the truthfulness of something is very hard to test or prove. It is like separating an atom from a molecule. But the search for truth becomes easier if one firmly believes in that truth one is seeking no matter what circumstances they’re in. Usually, these truths have great effect on one’s happiness or goal attainment- both leading to the path towards self-actualization. In the story, Luna will appear to be the more normal one instead of being the one with schizophrenia because her life is driven by something in which she believes- her recurring dream. Norman, on the other hand, gives the impression that there’s always something wrong with him. He is always confused and tensed because he denies the truth that he feels something else for Luna who is actually his schizophrenic patient. Both characters will seem as if they possess the weirdest and most unique personality that instead of focusing on them, viewers will concentrate more on the story. But there is no actual “story” because no truth is actually revealed or disclosed. It will then be up to the viewers to fill in the blanks- they would have to create their own story. The story may offer the supposed frame of mind of the individual characters but not the events that took place before the “confrontation”. It happens mainly to compare insanity from insanity and to point out the alarming similarities between what is considered as normal from “insanity”.

REVIEW OF RELATED LITERATURE

Schizophrenia, personal relationships, conflict, magic realism and the plural self- these are the basic concepts of my story, all included under one umbrella topic which is the SELF. Although it may not be difficult to find resources for such a topic, the vastness, complexity and delicacy of it have made me be more cautious on the references I will choose to study.

Of course, the Social Sciences section of the UP Main Library offers a lot of good and helpful books especially those concerning the self and personality of both the sane and insane. There are actually a whole lot more of collections that anatomized the concept of the self into several other subtopics. Among these numerous references, I’ve trimmed my options down to the more recent ones, those published from 1995 up to the present. Usually these books contained revised and updated editions of past studies already so I won’t have to research on the background of everything else. Like for example, recent studies about schizophrenia have a more humanistic approach than the earlier studies which lean more on the scientific. It is really helpful to find books written during our generation especially on a topic like this because one can relate to it more because we live in this generation and we are more aware of what is happening.

I have found this really great book relating schizophrenia to modern ways of thinking. Its title is Madness and Modernism: Insanity in the Light of Modern Art, Literature and Thought by Louis A. Sass. This book has been very helpful from the start. It includes several accounts from actual schizophrenics and other clinical reports. From these dialogues with schizophrenics, they have related it to the personalities of artists and great thinkers in history known to have schizophrenia. It is a very refreshing book as schizophrenia was brought under a new light that instead of being looked at as an abnormality, it was considered as a development I ways of thinking.

Other noteworthy references are: Hilgard’s Introduction to Psychology, the bible of all Psych majors; Carl Jung’s Symbol of Transformation: An Analysis of a Prelude to a Case of Schizophrenia; The Plural Self: Multiplicity in Everyday Life by Rowan John and; Theories of Personality: Understanding Persons by Susan Cloninger. These psychology books helped a lot in developing the character I’ve created for Luna, the schizoid in the story. The novel The Picture of Dorian Gray by Oscar Wilde on one hand, brought added inspiration to the creation of my story.

And because the aim of the story is bordering in the comparison of sanity and insanity, I also have to research on what type of relationship Luna will have with the other characters. The books Interpersonal Conflict by William Wilmot and the Social Psychology of Personal Relationships by William Ickes came in handy with regards to this topic of concern.

Aside from books, there are a whole lot more resources that are within our reach. The technology, the fashion trends, mass communication and media- these are just some of the things that a lot about people. Even my daily observations of people and the conversations I engage myself in would contribute a lot to the development of my story.

As I said earlier, the topic of the self can be very complex and simple at the same time. One can make a wonderful story out of their lives. But more often than not, we all have some issues that needs resolutions or questions that need answers that can’t be found within ourselves. And this is where the importance of research and the need to socialize come in. and oftentimes, we choose those who believe in the same things that we believe in, those who voiced out the answers that have been with us all along. And what would the sources be for a person like me? Of course, there’s all the books I’ve read since I have learned how to read. Resources can be everything that concerns a human’s way of thinking like novels, graphic novels, diaries, etc. plus our daily observations of the people around us.

It’s a good thing that the mass media today offer easier ways to acquire knowledge- from the great collections of the UP main Library to the Internet and even our daily interactions with other people. Sometimes, we really do just need to open our eyes and be more aware of what’s happening around us because we’ll never know when wisdom and enlightenment will dawn on us.

A C K N O W L E D G E M E N T S

I would like to acknowledge the support, first and foremost, by the Lord Almighty—that after three years of wait for a dream come true, He never left my side.

I, Cher or “Pao” to most of my loved ones, heartfully and with all humility dedicate this thesis to my parents, Peter Paul and Charlotte Cruz and brothers: Carlo Paolo, Charles Paul, Cayl Patrick and Carlos Pacey, whose support and love never waned all through my laughs and cries during the completion of one of my greatest dreams. To my four younger brothers, I hope somehow, I have led you to make the correct decisions in life.

To my best friends who never ceased to believe in me, this one’s for all of you guys. I just hope it will send out a message that will help you out same way it helped me during times of hopelessness. I am forever grateful and indebted to my cast-ironed besties: Aileen, Melanie, Nik, Jamby, Shannon, Iona, Carla, Yna, Jayson, Ian, Monching and you-know-who-must-not-be-named.

Thanks also to the following who inspired me during the film:
My UP Friends: Nani, Jjo, Joey, Edan, Ruth, Anne, Ace, Tanya, Tey, Franz, Myles, Hermann, Julo, Marianne, DNA, Crystal, JL, Lai, Denise, Ryan, Kaligay, Caloi, Liberty, Ate Ninai, Kuya Caloy and Sir Patrick Campos.
To Mang CV, Mang Rick and Ate Fortune thanks for helping me to finally graduate after waiting for so long, for assisting me with everything I needed during my seven year stay in the Institute and for sometimes pacifying my fears may be it with a subject or a professor.

My Xmen Friends- Shielvy, Lovelynn, Rain, Rhoni, Analyn, Asher, Arianne, Mark, Meredith, Sheelee, Ben, Brew, Cheng, Jera, Anne and Bro Hair.
My M&M friends: Tins, Penoy, Balot, Mohon, Katie, Jeannie, Ayan, Kiriring, Karen, Leah, Thor, Mac, Carlo, Olga and Tiano.
My Rolex friends: Enan, Cielo, Chiqui, Lesley, Errol, and Florence.
My Housemates: Chryss and Cam.

To my relatives, especially to my cousins- the Charmed Ones, Ate Ana and Me-an, thanks for the endless support and encouragement. We may seem like drunken comrades most of the times but I know that this is just to conceal our mushy concern for each other, I greatly appreciate it.

To my past loves, thank you all for the lessons taught and for the strength that made me whole today, without you guys, I will never realize that I could do away with my life without men!

To the love of my life who is yet to come, the optimism and hopefulness portrayed in this film is solely for you, I just hope you are worth the wait.

To Ican, my baby brother and to all those kids in City Gates Academy, I will forever be indebted to the innocent happiness you continuously nourish my soul, because of these kids, I will forever be hopeful…

“HALAW”
All Rights Reserved 2007

Presotea: A Feasibility Study

This Feasibility Study for Presotea was paid by Ohyama Group of Companies as Market Research for a Tea Shop they are trying to set-up in the Philippines.

Presotea
A Feasibility Study  

INTRODUCTION

Most, if not all, brilliant business ideas nowadays are generated, agreed-upon and closed-deal in the tranquil confines of coffee or tea shops. Every visit to any of the leading coffee or tea shops in town is definitely not complete without those businessmen huddled in a semi-conference talking about a new business deal or simply brainstorming. This goes to show that coffee or tea shops in the Philippines offer a lot more than serving a good cup of coffee or tea.

The tea industry technically started out the same time as that of coffee’s with the establishment of The Coffee Bean and Tea Leaf circa 1963 in California. Since then, tea has slowly but steadily penetrated even in coffee-dominated countries such as the Philippines.

The Philippines as a Soda-Drinking Country

The Philippines is populated by approximately 87 million people with $31 million of its population’s income spent on softdrinks alone. The annual disposable income projected in 2007 is approximately $85 million. This information was based on the statistics obtained from a published Euromonitor International data. Based on these statistics, about $31 million in $85 million is spent by every household on beverages, mainly in softdrinks.

How then, has tea been able to move into a third world country of softdrink-consumers?

Tea Drinking as Culture

One obvious reason is that, the Philippines being an Asian country, is located near the countries where tea originated. Tea originated in Asia particularly in the regions of China, Myanmar and India. Due to its curative and anti-oxidating power, tea origin and its culture is closely inclined to religious or status symbolisms. The Han Dynasty in China used tea as medicine. Laozi, a classical Chinese philosopher, believed tea to be a “cleansing” drink. Ancient recordings indicate the first batch of tea seeds were brought by a priest named Saichō and then by another named Kūkai in Japan. The first historical record documenting the offering of tea to an ancestral god describes a rite in the year 661 in which a tea offering was made to the spirit of King Suro, the founder of the Geumgwan Gaya Kingdom (42-562). The Royal family in India considers tea trade and Indian Black Tea as a prized market and one of the best teas in the world. Ceylon’s teas are classified according to geography known as Up country, Mid country and Low country.

Tea as the Healthier Option

Another reason is the country’s heightening health consciousness, with Filipinos starting to resort to healthier alternatives. According to the Philippines’ Department of Health: “The leading causes of death are diseases of the heart, diseases of the vascular system, pneumonias, malignant neoplasms/cancers, all forms of tuberculosis, accidents, COPD and allied conditions, diabetes mellitus, nephritis/nephritic syndrome and other diseases of respiratory system.” In line with this, studies regarding tea’s health benefits are persistently proving that tea is indeed the healthier option.

Benefits of Tea

Based on studies, tea drinking has numerous health benefits. Among these benefits are: aiding and building bones, an effective weight-loss formula and lessening the risk of having cardiovascular diseases. It was concluded in a study conducted in Taiwan that tea drinking affects the bone density. Researchers found out that people who drank tea in 6-10 years on a regular basis had greater bone density than those who do not drink tea. Reports also say that green tea boosts metabolism and burn up to 60 calories when taken 4-5 times a day. Black tea, which is rich in polyphenols (a form of antioxidant), which reverses endothelial vasomotor dysfunction lessening the risk of cardiovascular diseases.

Due to these benefits and the growing health consciousness of Filipino consumers, the tea shop industry will surely saturate in the market. Not only is it a deviation from the coffee shop trend, but the drink itself is healthier and has the more calming effect than any other beverage.

Having a tea shop in a coffee-shop populated environment allows tea-drinkers to enjoy their cup of tea without the noise and chaos in a jam-packed coffee shop. It is best to give to the customers the main benefit of tea to their system- that soothing and calming effect. Just as perking up is to coffee, tranquility is to tea. A tea shop should indeed exhibit what Teaism is all about:
“Learning to appreciate something that is small and perfect in a world that is not too perfect and even a little out of control.”

With this in consideration, the tea industry is indeed ready to make a mark of its own in the Filipino market.

ALL ABOUT PRESOTEA

Preso Tea which is the trendy and delightful beverage originating from Taiwan is finally going to the Philippines, its first venture outside its Taiwan hometown.

From Preso Tea’s green and yellow shop in the heart of Taiwan, to the servings handed over by the twenty-something crew members, Preso Tea has indeed gone a long way and now, it will try to penetrate a coffee-drinking country that is the Philippines.

The shops are conveniently located in good spots and continuously pops up everywhere almost like a hit fast food chain. The shop itself is hard to miss with its stark green and yellow façade matching the hip and accommodating crew members.

The Crew

The crew members go about with very minimal supervision, there are usually only three crew members per store.

This is because tea processing is handled by programmable machines (these are called GYT222a, GYT323a and GYT322a) precisely according to the specifications of every order which may take around 45 seconds to 2 minutes at the most to prepare.

So Many Choices for Tea

The best seller for every store is the Milk Tea. There are 80 variants in the menu and this includes hot, cold and milk-based teas. Sizes of servings range from medium-sized 500cc to large ones approximately 700cc. The prices range from 20-25twd (Taiwan dollar).

Listed on their menu are:
 Jasmine Green tea
 Assam Black tea
 Oolong Sencha
 Green Jade Sencha
 Oil Cutting Green tea
 A Li Shan iced tea
 Japanese Genmaicha
 Darjeeling Black tea
 Oriental Beauty tea
 Iced Iron Goddess tea
 Golden Oolong tea
 Chrysanthemum Pu-Erh tea
 Organic Jasmine Green tea P
 resotea Specialty Milk Tea
 Assam Milk tea
 Jasmine Green Milk tea
 Charcoal Milk tea
 Milk Tea with Tapioca
 Chocolate Milk tea
 Hazelnut Milk tea
 Matcha Milk tea
 Okinawa Brown Sugar Milk tea
 Hokkaido Milk tea
 Milk tea with pearl
 Pudding Milk tea
 Grass Jelly Milk tea
 Coconut Jelly Milk tea
 Coffee Jelly Milk tea
 Match Milk tea with Red Bean and pearl
 Hazelnut Black tea
 Mango Green tea
 Plum Green tea
 Passion fruit Green tea
 Lemon Green tea
 Fresh Kumquat Lemon Green tea
 Grapefruit Green tea
 Mango Yakult Green tea
 Iced Osmanthus tea
 Iced Rose tea
 Iced Chamomile tea
 Peppermint tea
 Blueberry fruit tea
 Fit tea
 Beauty tea
 Roolbos tea

Customers
Presotea in Taiwan caters more to teens and young professionals on-the-go. This may be due to its selected store locations and store layout which is more appealing to the younger taste.

THE COMPETITION

Demographics
Based on the study conducted by the research team, there are at least three direct competitors in every one of the fifteen central hang-outs in metro Manila alone. The team has identified fifteen places where the class A and B crowd usually hang out. These areas are 1) Trinoma, 2) SM North, 3) Tomas Morato Strip, 4) Eastwood City, 5) Gateway Mall (in Quezon City); 6) Greenhills Shopping Center (in San Juan); 7) Alabang Town Center (in Alabang); 8) Mall of Asia (in Manila); 9) Bonifacio High Street, Serendra (in Taguig); 10) Glorietta, 11) Rockwell, 12) Greenbelt (in Makati); 13) SM Megamall, 14) The Podium and 15) EDSA Shangri-la Mall (in Ortigas).

The Shops
As a direct competitor, Starbucks was present in all of the locations. Other competition considered were: Coffee Bean and Tea Leaf, Seattle’s Best Coffee, Figaro, UCC, Bubble Tea, Kozui Green Tea, Tea Square and Teazers.

The competitors were identified based on their specialty which is tea. The Tea Square, Kozui Green Tea, and Bubble Tea had tea for almost 90% of their menu. Coffee Bean and Tea Leaf almost had equal number of choices for both coffee and tea.

Coffee Bean and Tea Leaf
Pioneering in the history of the coffee shop history is Coffee Bean and Tea Leaf with California as home base in 1963.

Coffee Bean and Tea Leaf (CBTL) offered teas in three different sizes with prices ranging from 135-165php. Among the choices were:
• Classic Lime Tea
• Chai Tea
• Vanilla Ceylon
• Dragon Well Lung Ching
• Genmaicha Green
• Ginseng Peppermint
• Jasmine Dragon Phoenix Pearl
• Lemon Chamomile
• Moroccan Mint
• Pomegranate Blueberry
• Strawberry Cream
• Tropical Passion
• Apricot Ceylon
• Earl Grey
• English Breakfast
• Estate Darjeeling
• Fancy Formosa
• Oolong
• Japanese Cherry

Coffee Bean and Tea Leaf can be mistaken for a spa. The aroma indeed is a mix between coffee beans and tea leaves. There are also water fountains of different types in majority of their stores. Their music is what we call these days as “environmental music” with waterfalls, humming birds and the wind as main instruments. The seats are strategically chosen for comfort. Wall decors are usually painting or 3-d classical art. CBTL also has this fancy brochure/ menu describing each tea flavor and its brief history.

In the early 70’s, Starbucks and Seattle’s Best Coffee followed.

Starbucks
Starbucks started out in the early 70’s in its hometown California.

Starbucks has the traditional Western style for their structure and interior. Starbucks signifies the trendy contemporary American with different types of pop art plastered on their walls. There are also as many couches as there wooden chairs in a shop for customers’ comfort. Music in their shop ranges from the relaxing bossa nova to the upbeat tunes of reggae music. The shop itself smells of coffee beans and pancakes. Some shops are well-lit, some are dim for more conservative patrons.

Starbucks had the following in their menu:
• Tazo Tea
• English Breakfast
• Zen tea
• Chamomile
• Passion Blend
• Earl Grey
• Mint blend

Seattle’s Best Coffee
After the establishment of Starbucks, SBC followed soon after.

SBC had strawberry, peach mint, lemon, earl, English breakfast, genmaicha and jasmine in their menu.

Seattle’s Best Coffee practically has the same ambiance as that of Starbucks but less inventive and more conservative. Majority of the furniture are still the conventional wood-finished and their walls are usually plastered with enlarged old photographs or billboards.

In the year 1993, it was Figaro which brought coffee awareness to the Filipinos even before Starbucks and SBC did.

Figaro

Figaro only had two options for their tea, hot or cold.

In terms of ambiance, Figaro is more of the outdoor experience. The big garden umbrellas and wicker chairs and tables are apparent and more of a trademark to a typical Figaro shop. The interiors are simpler and yet, more elegant.

Bubble tea

The shop that offers the most number of tea variants is Bubble Tea which currently has two main branches, one in SM Megamall and the other in SM North. Bubble Tea chose the livelier and “bubbly” feel for its ambiance.

Bubble tea does not have a menu for customers to look at. Instead, the entire menu of 45 tea variants is displayed right behind the counter. Their teas are categorized in three major types: the Milk Bubble Shakes, Jasmine Green Tea Blend and Black Tea Blend.

For the milk bubble shakes the choices were:
• Royal milk tea
• jasmine green
• taro
• Milk
• almond milk
• strawberry milk tea
• Japanese green
• coconut milk tea
• coffee milk tea
• chocolate milk tea
• passion fruit tea slush
• peach tree tea slush
• strawberry tea slush

For the Jasmine Green tea blend, there choices were:
• brewed strawberry tea
• brewed passion tea
• brewed lychee
• green apple
• kiwi

And for the Black Tea blend, the mixes were: mango, passion fruit, peach lemon, strawberry and watermelon blend. The tea comes in two sizes, for a worth-it price of 60-75php.

The Tea Square
The Tea Square is a kiosk conveniently located in populated areas especially in a business area. This may be due to their target market which is people-on-the-go who needs a quick and healthy refreshment to detoxify themselves. The tea is served in disposable cups in approximately 3-5 minutes.

The Tea Square has nine variants both served hot or cold for the very affordable price of 25-35php. The tea options were: mango, authentic green tea, fresh peppermint, blueberry, four red berries, country peach, honey lemon, chamomile and black cherry. The best-seller is the Four Red Berries served cold.

Kozui Green Tea

Kozui Green Tea offers eight variants of tea served hot and cold. Listed on their menu are:
Sencha tea, Genmaicha tea, Kukucha tea, Matcha tea, Dragon Well tea, Jasmine tea, Piluochun tea and Oolong tea. They come in 12-16 oz. servings with prices ranging from 70php- 85php.

Kozui Green Tea went after the more comfortable and Asian-like ambiance. It is located along the gimmick strip of Tomas Morato.

UCC
UCC has extended its approach from a coffee shop to a restaurant. Their shops are usually designed to cater to large groups especially families.

Other Attractions
Among the many attractions of majority of the shops are the Wi-Fi services and frequent-drinkers promo. Starbucks, SBC and CBTL offer limited edition planners for frequent-drinker who are able to fill their promo cards during the Holiday season. Aside from these, there are also novelty items offered such as beanies (toys stuffed with real coffee beans, signature mugs, caps and coasters. These three stores also circulate trendy brochures that give information about each coffee or tea flavor.

Truly, coffee or tea shops these days have evolved from a place to enjoy one’s favorite drink into a venue where one can socialize, relax or do work. Many of the patrons usually choose that shop wherein they can do more than just drink and enjoy their cup.

REGULATORY REQUIREMENTS

As with any other businesses, there are certain requirements to submit to formally establish the legality of the business here in the Philippines. Every requirement must be submitted and thoroughly reviewed by the Department of Trade and Industry and Securities Exchange Commission.

Business Name Registration

Everything starts with the business name. The business name should be registered through DTI’s Business Name Registration Systems to obtain the Transaction Reference Number Acknowledgement. The application fee is 300php plus other minimal fees for documentation stamps, etc. For a stock corporation such as the Ohyama Group of Companies which will bring Presotea to the Philippines, the other requirements for Name registration are:
 name verification slip
 articles of incorporation and bylaws
 affidavit of undertaking to change name
 treasurer’s affidavit
 bank certificate of deposit
 authority to verify bank account
 filled up registration sheet

There is a standard registration form that can be obtained from the DTI for those who prefer to register the faster way. The form is usually 300-400php. The customized application on the other hand, requires a detailed document stating the primary and secondary purpose of the business and capitalization. It is 210php for the bylaws fee, 300php for the stock and transfer book and 100php for the documentary stamps.

City Government Permits

Securing local permits is also crucial for a business. It is important to have the Barangay Clearance and Mayor’s Permit to establish the business. To obtain them, the requirements are:

For Barangay Clearance
 registration certificate from the Securities Exchange Commission for corporations
 lease contract

For the Mayor’s Permit
 barangay clearance for application for a Mayor’s Permit
 contract of lease between your company and the lessor
 registration from SEC
 sketch of the location
 Community Tax certificate of the corporation
 Fire safety certificate issued by the Bureau of Fire and protection

The requirements vary based on the location. There may be a need for an engineering clearance, health inspection services or insurance coverage. Obtaining a barangay clearance may require 1,500php for fees and 10,000php for a mayor’s permit.

Tax Registration

A business is not business without a Tax Identification Number or TIN and this could be obtained from the Bureau of Internal Revenue by filling up BIR forms 1901 and 1903. Submit the accomplished forms to the Revenue District Office or Large Taxpayer’s Assistance Division that has jurisdiction over your head office, branch office place of production or storage places. The BIR forms along with these other documents must be brought:
 sketch of the location
 a photocopy of the mayor’s permit or municipal license
 SEC registration
 Articles of incorporation or partnership
 Branch offices must present a certificate of registration of the head office

Registration of the book of accounts with the BIR authority to print or issue receipts and to use cash registers, leaf books and accounting books are also necessary to obtain that certificate of registration or BIR Form 2303. The registration fee costs 500php while the documentary stamp is 1% of the subscribed capital for corporations.

Social Security Registration

Partnerships and corporations must submit copies of the Articles of Partnership or Incorporation for Social Security System coverage. Aside from this, SSS form R-1A must also be submitted for a corporation’s initial and subsequent employees’ SSS coverage. All employees are mandated to be registered under SSS.

Special Permits

For a foreign corporation which aims to invest in a tea shop, there are special permits that must be secured from specific government agencies in which the business will fall under. These permits will take care of any exportation deals:
 Bureau of Plant Industry (tea leaves)
 Bureau of Food and Drugs
 International Coffee Organization Certifying Agency
 Department of Environment and Natural Resources for authority to build or operate pollution-control devices (tea machines etc)
 Bureau of Product Standards for commodity clearance to ensure conformity with established standards
 Intellectual Property Office for trademarks and patent registration

Rough Budget Allocation for Business Registration

Business Name Registration 1,000 php
Barangay Clearance 1,500 php
Mayor’s Permit 10,000 php
Tax Registration (1% of projected capital) 500 + 30,000 php
SSS 500 php
Special Permit (500/ permit)(10 permits) 5,000 php

For registering a business for a corporation with a projected capital of 3 million pesos, the company must prepare approximately 50,000 for registration of the business and other special permits and clearances.

THE STUDY

Actual Data Gathering versus Euromonitor

While we may have the most accurate and most thorough analysis of the Coffee and Tea Trade in the Philippines in a more convenient and costly manner through the Euromonitor, we, researchers, still preferred the more reliable and more tedious procedure of first-hand Actual Data Gathering.

Since the study has to consider the feasibility of a business that has its own objectives and requirements, having a general overview is not efficient enough to draw a conclusion for a very specific venture. For example, if the business aims to cater to the Class A and B crowd, then we can conduct data gathering in establishments that cater to the same crowd. This is as compared to acquiring all data from Euromonitor and straining them to the relevant ones resulting to unnecessary data that we have already paid for.

Timeliness, is also another important factor to consider. Euromonitor may indeed have the latest information on a yearly basis, but there is not any more up-to-date than conducting a survey concurrent with the actual study itself. In addition, we have first-hand experience and information which may very well explicate the result of the study.
Immersion would be the benefit we could get in Actual Data Gathering, and a very crucial one at that. Actual Data Gathering could expose researchers directly to the condition of the market and how the business will fare with competitors. Moreover, it could also open venues to gather more information crucial not just to data gathering but for the study itself.

We would indeed extend effort in going to possible direct competition (other tea shops) and to observe and fill out a survey questionnaire, but being immersed in the environment itself and being able to take down notes with details left out in the laying out the plan for data gathering, we have the option to add in a comment or two that might help out a lot in the accuracy and reliability of the study.

THE STUDY

While we may have the most accurate and most thorough analysis of the Coffee and Tea Trade in the Philippines in a more convenient and costly manner through the Euromonitor, we still preferred the more reliable and more tedious procedure of first-hand Actual Data Gathering.

We have hired people to answer survey questionnaires about the shops located in the 15 designated areas. These researchers took the time to interview another customer during their visit on their assigned shop.

The team has identified fifteen places where the class A and B crowd usually hang out. These areas are:
1) Trinoma
2) SM North
3) Tomas Morato Strip
4) Eastwood City
5) Gateway Mall (in Quezon City)
6) Greenhills Shopping Center (in San Juan)
7) Alabang Town Center (in Alabang)
8) Mall of Asia (in Manila)
9) Bonifacio High Street, Serendra (in Taguig)
10) Glorietta
11) Rockwell
12) Greenbelt (in Makati)
13) SM Megamall
14) The Podium
15) EDSA Shangri-la Mall (in Ortigas).

The competition considered were: Starbucks, Coffee Bean and Tea Leaf, Seattle’s Best Coffee, Figaro, UCC, Bubble Tea, Kozui Green Tea, Tea Square and Teazers.

RESPONDENTS’ DEMOGRAPHICS

Gender
Coffee and tea shops are frequented by females. According to the study, 60% of the respondents are female. Although, the difference of the percentages do not put male coffee drinkers far behind, it is still safe to assume that coffee and tea caters to both feminine and masculine tastes.

Age
Majority (77%) of those who come to the shop are middle-aged, with ages ranging from 20-35 years old; fourteen percent consists of 36-50 year-olders; 6% are teenagers; and 3% are senior citizens.

Education
Most, if not all, patrons are educated. Sixty-nine percent of the respondents are college graduates, 12% are took graduate studies, 17% are college students and the remaining 2% are still in high school.

Source of Income
Sixty-five percent of the patrons earn their own money as the market for coffee and tea shops target those who have the highest purchasing powers- the earning professionals, 16% on one hand, obtains their income from business and since it is a very young market for this type of establishments, there is still a remaining 19% who ask money from their parents.

Profession
The young professionals who are frequenters of coffee and tea shops come from different fields such as: accounting, banking and finance, information technology, marketing, health care, customer service and
media and research. Fifteen percent have their business while 15% are still students.

RESPONDENTS’ BEHAVIOR

Majority of the customers are still coffee drinkers. Most of them still prefer their drinks hot, may be it tea or coffee.

Generally, people flock to coffee and tea shops to meet and hang-out with their friends. Other reasons for coming to the store are: to work, study, relax and unwind or to obtain freebies and promotional products. A meager 11% of the respondents claim that they go to the shop for the product itself.

Bestsellers
Here are the COFFEE bestsellers for the shops:
sumiyaki coffee
javanilla
tiramisu
peppermint mocha
frappucino
classic hot mocha
blue mountain # 1 coffee
barako coffee
javakula
cappucino

Here are the TEA bestsellers for the shops:
four red berries
coffee soy milk tea
chamomile tea
moroccan mint tea
green tea
zen tea
strawberry milk tea
genmaicha lemon tea
bubble milkshakes
chai tea
blueberry iced tea

Customers’ Insights

During the conduction of the survey, the researchers had a little chat with the customers of the café. The researchers found out some interesting facts on consumer behavior that actually helped a lot in determining the marketing approach for the Presotea shop.

What Customers Look For
Most of the customers go to coffee or tea shops to have a quiet place to study, work or meet with friends. Coffee or tea shops have even become a “date” place for couples instead of the usual hang-out places like a bar or the movies. Some business people also made coffee or tea shops an extension of the office. They conduct business meetings, settle deals or simply treat clients in these places. For those who do not have work to do, they just go to the shop to relax and unwind.

Product
The production of ready-to-drink coffee and tea has made these drinks a household beverage. So when customers visit a coffee or tea shop and pay ten times more than the actual price of these RTD beverages, they expect something extraordinary and unconventional with what they are going to order. For example, Bubble Tea offers Milk Bubble Shakes, a variant of your favorite tea made into a slushy drink with bubble pearls (sago) at the bottom. People (especially those who are real thirsty) order their tea from Tea Square because it is affordable and fast to prepare. Starbucks, Seattle’s Best Coffee and the Coffee Bean and Tea Leaf promote tea drinking using informative and artistic brochures that convey the history and benefits of the tea they are selling. To add to that, the aforementioned establishments offer freebies such as planners, signature toys and other collectibles for frequent drinkers especially during the holiday season. Other than these qualities and strategies, shops also offer cakes and pastries (and sometimes real meals and dishes) that go well with the drink.

The Place
Coffee and tea contain relaxing and alerting components, because of these, people will also look for the same thing in the shop where they order their drinks from. Since most of them come to coffee and tea shops to study, work or relax, they need a tranquil place with a cozy ambiance that is conducive to intimate conversations, relaxation or concentration. The shop should be well-lit, well-ventilated, comfortable, quiet and relaxing. It should be easy to find and accessible and must have convenient seating or floor design. Patrons of coffee and tea shops are accustomed to the rich aroma of their preferred shop, along with its relaxing music and zen-like atmosphere. Most of the shops design the place depending on their target market. Starbucks for instance, has mixed furniture (wooden chairs, couches, bench, umbrella tables etc.) to cater to more types of people. Figaro, with their signature wicker chairs and umbrella tables with the more “outdoor feel” connects more to older and conservative patrons. Wi-Fi service has also been a fast-becoming trend for any food and drink establishments these days especially for businessmen and students alike. People with laptops usually look for places with wireless connection to do work and surf the net for free while having their favorite drink.

Reasons for Coming to the Shop
Based on the accomplished survey sheets, here are some of the customers’ insights, in their own words:
Establishment Reason for coming to the store

Coffee Bean and Tea Leaf
>to chill out after work
>to catch up with a friend
>to have conversations
>to go on dates
>because starbucks is full
>to chill out without getting drunk
>to read quietly
>to be alone
>to conduct business transactions
>to avail the wi-fi service
>for the drink
>to finish a deadline
>a good place to use a laptop

Starbucks Coffee
>to chill out after work
>to discuss problems with friends
>near the workplace
>to conduct business transactions
>use wi-fi for research
>to obtain the planner
>to meet new friends
>have long discussion with friends
>to kill time
>to be alone and read the newspaper
>to socialize with friends
>just to chat
>baristas are friendly

Seattle’s Best Coffee
>to acquire the promo diary and goodie bag
>wi-fi connection
>to accompany a friend
>unlimited tambay time
>for comfort
>to bond with friends
>to rest from shopping
>to enjoy the coffee
>to relax
>to try out different types of coffee

Figaro >to have small talk over coffee
>to unwind
>to meet up with colleagues
>to spend time with family and friends
>to have some privacy
>to enjoy good native coffee at an affordable price
>meet with clients and potential investors
>to read the newspaper
>to catch up on reading
>to detoxify
>to have power lunch

Bubble Tea
>for the food and drink
>to meet up with friends

Kozui Green Tea >to study
>to try something new
>to hang out

Tea Square
>to have a refreshing drink

UCC >to conduct a meeting
>to spend time with family and friends

Suggestions
The researchers have asked if there are still areas for improvement for their favorite shops and here are the usual answers:
 “shops should promote the benefits of tea”
 “they should serve free mint”
 “wi-fi service is a must”
 “the place should not become a sellout just like what Starbucks has become”
 “baristas should appear friendlier”
 “we must support native coffee”
 “other tea shops should be as affordable as Tea Square”

MARKETING STRATEGY

Tea drinking has been an important part of culture especially of Asian countries. This is the main reason why as part of the Asian continent, bringing tea culture in the Philippines would just be like celebrating a practice as old as history in the modern times.

Since tea drinking is considered a part of culture (if not a culture in itself), it will definitely be able to penetrate a coffee-dominated country such as the Philippines. With the right marketing strategies and risk management, a tea shop will be able to fare competitively with other tea or coffee shops.

Even with a foreign name, tea is going to be a marketable product mainly because of its health benefits. In addition to that, the novelty of tea shops in contrast to the overwhelming number of coffee shops today, gives people a different and healthier alternative from sellout coffee shops.

For further upselling of the already known healthy product, we could use two effective approaches. One would be the traditional and more common media usage such as print (newspaper, magazines, brochures), tv and radio commercials, billboards and website. The other approach would be diffusion marketing or more commonly known as “word-of-mouth marketing”. With the latter approach, the tea shop could invite cool people during a buzz-worthy event and have them “spread the word” to invite potential customers. This way, their testimonials would be more believable than those who were actually paid to advesrtise a product.

Another approach would be “branding” the product. We will use the raw tea and repackage them maintaining the name and logo and distribute them in supermarkets nationwide. This will not only add to the profit but is also a good marketing strategy making the product a household name.

The target location for the first shop would be anywhere in the 15 locations in Metro Manila where the study was conducted and eventually put up shops in provincial areas as well. The main reason why the first shop is going to be situated in Metro Manila is that in the greater Manila area, the purchasing power is at peak. Presotea aims to cater to the Class A and B crowd.

Presotea will maintain its target market as it is in its Taiwan hometown: people-on-the-go. But since Filipinos prefer to lounge a bit while enjoying their drink, it is advisable to include canopies, couches, tables and chairs in the shop. This closely resembles coffee shops where people flock into because of the place to hang-out.

The tea shop will also offer other Chimei products by Ohyama Company partners such as ice cream, cakes and pastries.

The first shop will open with a kick-off event but right after the product is already distributed in the market.

So the next question is, why put up with the competition of established coffee shops? It is a matter of taking risks and creating demands. People know that tea is a healthy option, then they will seek it. They also need a “cool” place to hang-out and every known coffee shop are jampacked so they will look for a more tranquil and less crowded place.

APPENDICES:

Appendix I

PRESOTEA FOCUS GROUP DISCUSSION

Rationale

Focus Group Discussion is a venue designed to obtain defined information through an assigned moderator and a select few to openly discuss what they think of the Presotea products.

The data gathered in this strategy focuses on the product itself identifying its strengths and weaknesses from an unbiased third person’s point of view.

The planned FGD aims to have actual tea-drinkers and non-drinkers alike critique the Presotea products and solicit their opinion on how it will fare in the market.

It is important that the venue will create a comfortable atmosphere for the participants for them to freely share their ideas and perceptions.

We will have participants that are actual tea-drinkers to provide their expert opinion about the product- inquiries about the taste, presentation and its comparison to existing competition. We will also invite non-tea-drinkers to assess the Marketing Department’s approach to have even non-drinkers patronize the product. This data gathering technique is important in obtaining perceptions from future patrons of the product in a non-threatening environment which will allow them to provide uncensored opinions to better the product and its marketability.

Questions

Actual Data Gathering
 How was your experience in the actual data gathering (survey)?
 What did you observe about the crowd? From what classes were they?
 Did customers order food aside from their drinks or did they order drinks only?
 How long did they stay?
 In the duration of the stay, did they reorder? What did they order?
 Did they order tea?
 What is/are the reason/s why Filipinos do not drink tea as much as they drink coffee?
 Do you think they are there for the product or for other reasons?
 How was the place/ ambience? Do you think it is a factor for customers to frequent the coffee shop?
 Why do you think people frequent the shop?

Product
 How do you find the product?
 What can you say about the packaging?
 Will it appeal to the Filipino market?
 Is the taste too trendy or too contemporary or plain outdated?
 What are its components that catered very well to your taste?
 What are your tea preferences?
 What was it that you do not like about the taste? Any suggestions?
 How does it compare to the other teas you have tried and liked?
 Why drink tea?
 Do you believe that drinking tea is a culture as much as it is a cure for certain disorders?

Presentation
 Is the presentation too trendy or too contemporary or plain outdated?
 With how the product was presented, what market do you think it will most sell out to?
 With the tea-drinking culture in the Philippines as basis, how do you think that this foreign culture of tea-drinking will blend in?
 What are the key components in its presentation that are most appealing to its consumers?
 What will turn you off as a consumer in terms of presentation?

Tea Shop
 How do you think Presotea will fare in the market? Will the market patronize it?
 What could be the ways to penetrate the target market?
 What Filipino trademark can we incorporate into the shop to invite the Filipino patrons?
 What are the possible locations for business?
 Aside from tea-drinking itself, what other facets of culture can invite people to at least try teas?

About Cher Cruz

I have gained my Bachelors Degree in Film and AudioVisual Communications under the University of the Philippines Film Institute (UPFI), College of Mass Communication. I have been given the privilege of learning the principles of the media practice, as well as, communication. My creativity, paralleled with my capabilities in Organizational Communication were further honed as I got exposed to different fields of business.

I have gained certificates in Graphic Design for completing trainings in Adobe Creative Suite 5 particularly in Photoshop, Illustrator, InDesign and Premiere.

I have been strenuously trained in the fields of Creative Production, Administration and Document Control particularly in writing letters; efficiently mastering the system of document filing; communicating with clients and contractors; and most importantly, playing a key role in Business Development by assisting Project Directors and Managers in Project Management. I have also completed and gained a Practical Project Management certificate as part of a continuous learning process.

In addition, I am also a commissioned photographer, videographer and graphic designer for all occasions. For my photography portfolio, you may check the following sites:

http://www.flickr.com/photos/chermione2012/sets/

https://plus.google.com/photos/107716939501520977240/albums

For my other blog, please visit:
https://honeyfields.blogspot.ae