MANILA, Philippines - JUST A THOUGHT: Always do right. This will gratify some people and astonish the rest. – Mark Twain

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SM INTO MOVIE MAKING: Viva Films has facilitated the entry of SM Holdings into the world of filmmaking by way of a joint partnership in the romance comedy, “Who’s That Girl?”

The Sy-run business conglomerate debuts as film producer in the Anne Curtis-Luis Manzano-led movie tackling mistaken identity and then some.

Vincent del Rosario credits his father, Vic del Rosario’s long association with the SM patriarch, Henry Sy, as the key to the new joint venture. They have known each other for decades and have done business together just as long since both were originally based in Quiapo, then the center of trade for shoes and records, among others, in Metro Manila back in the 1970s.

Mr. Sy was then just starting Shoemart, a small shoe store along Carriedo Street while Mr. Del Rosario was a fledgling record producer behind Vicor Records operating in Quiapo’s Raon area.

Raon was then known as the country’s Tin Pan Alley, the mecca of record buyers and producers.

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FEEL-GOOD MOVIES ONLY: Shoemart Development Corporation’s (SMDC) entry into moviemaking infuses fresh capital into the industry.

Vincent del Rosario says several film projects were pitched to SMDC, but they picked “Who’s That Girl?” as their first venture.

His sister, Veronique, says SMDC wants to invest only in feel-good romantic comedies and not in serious dramas. Without mentioning how much amount was sunk by SM into the project, Del Rosario said the partnership is split on a 50-50 basis. Viva handles all production requirements.

The synergy with Viva is expected to be followed by more joint productions. SM’s entry into moviemaking is in line with its stature in the cinema industry. SM has the largest number of movie screens –198, including Imax, spread out in 32 malls – operating throughout the country.

Bernadette Ramos, a representative from SMDC who attended the “Who’s That Girl?” press diner, announced that in support of the film, the company has sponsored 25 billboards and 50 advertisements on buses plying around Metro Manila.

“Who’s That Girl?” is topbilled by Anne Curtis, who is the 2011 endorser of SMDC, replacing Marian Rivera.

Del Rosario cleared that it was coincidental that Curtis was the lead of the project when it was pitched to SM.

Other joint productions with SMDC, he said, will cast other stars of the company, such as Sarah Geronimo and Cristine Reyes.

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FEEL-GOOD TV: If SMDC would later on also venture into TV production, it would probably invest in a show like “Magic Palayok.”

Such a line – feel-good TV – comes to mind when referring to this newest show a-brewing at the GMA Network and which premieres today right before “24 Oras.”

“Magic Palayok” is told like a fairy tale, the story of a woman who owns a magical pot which can help her whip up the most delicious of meals. The palayok is later transferred to the woman’s little girl, who become the star of the town due to her cooking prowess.

Starring real-life sweethearts Geoff Eigenmann and Carla Abellana, “Palayok” is like an old-fashioned show whose theme song smacks of that certain beat found only in the Visayan balitaw.

Joel Lamangan, known for directing only mature material in both film and TV projects, says he was earlier hesitant to direct “Magic Palayok.” He said he had never before done a show for children but was amazed when he realized he could be up to it after all. Lamangan is known for his political dramas and films with lots of gay sex.    

(nescuar@yahoo.com)