Celebrities Piolo Pascual, Lovi Poe, and Ormoc City Representative Lucy Torres-Gomez led the endorsers who attended the red carpet premiere of Benchingko Films at the Center Stage cinema of SM Mall of Asia last night, July 25.
Benchingko Films will be showcasing 25 short films featuring different Bench endorsers. This new project is part of the 25th anniversary celebration of the local clothing brand.
Bench founder and CEO Ben Chan said in a press statement that the company decided to try doing these short flicks because “[movies] make the foundation of a culture. They stay in people's minds and hearts. They become classics."
“It's the 25th anniversary of Bench, and this year we wanted to make something truly classic and ageless. So, we made these films. Movies are the backbone of Pinoy pop culture. "
Also in an interview, Ben proudly told the media that this would be a new way for them to promote their brand.
“We wanted to do something different,” he related. “As always, Bench gives something new, something in [a] different medium that we haven’t done. So, we thought of films. We thought that it’s a good way to promote the brand online.”
During the event, six of the 25 planned short films were shown to the invited guests.
These were the teaser 25 Bens by director Ianco dela Cruz, Star Teacher documentary featuring Lucy Torres-Gomez and Ormoc City by director Marla Ancheta, Perya featuring Piolo Pascual by director Topel Lee, Horsepower featuring Coco Martin by director Borgy Torre, Kama featuring Lovi Poe also by director Borgy Torre, and Kontrabida Pa Rin at 84 featuring veteran kontrabida Bella Flores by director Joey Reyes.
These short films do not necessarily relate to Bench, according to Ben. However, he says that as much as possible all their celebrity endorsers will participate in this project. He also made sure that the viewers would enjoy the short films because “[i]ba-iba ang ginawa namin para naman hindi boring."
“Hindi pare-parehong drama, hindi pare-parehong comedy. It’s actually quite different from the others.”
Other celebrities who graced the event were Diether Ocampo, Shaina Magdayao, Enchong Dee, Jessie Mendiola, and former couple Melai Cantiveros and Jason Francisco. TV personality Raymond Gutierrez hosted the event.
Click on the photo gallery to see photos from the movie premiere's red carpet!