In the entertainment industry, one studio’s rejection can be another studio’s blockbuster. That’s exactly how Viva Entertainment, led by Vicente “Boss Vic” Del Rosario, landed some of its biggest hits.
“Vice Ganda, ni-reject nga yan ng Star Cinema,” Del Rosario recalls. At the time, Vice Ganda was already making waves in live comedy shows, but no one had taken a chance on turning the comedian into a box-office star.
Then came a pitch from Direk Wenn Deramas: Petrang Kabayo, a comedy based on a classic film.
“Sabi ko ano yung material, eh Petrang Kabayo, sabi ko, ‘Type ko yan, nakakatawa yan.’”
Despite his confidence in the film, Del Rosario still tried to co-produce it with Star Cinema.
“Sinabi ko kay Malou Santos ng Star Cinema, ‘Gusto mo bumakas?’ Sabi nya, ‘Di ko type.’ Sabi ko, ‘Anyway, pag natapos, review-hin mo, baka mag-iba isip mo.’”
But even after the film was completed, Star Cinema wasn’t interested.
“Yung matapos na yung movie, pinadala ko sa kanya: reject pa rin,” Del Rosario says.
Undeterred, Viva released the film alone—and it was an instant hit.
“Nilabas ko na yung movie. (It made) P125 million. The next day may offer na sya.”
This wasn’t the first time Viva turned a rejection into a major success.
Back in the ‘80s, a teen-oriented film project was initially rejected by Regal Films. Douglas Quijano, who was working with Regal at the time, brought the script to Viva instead.
“Sabi ko, ‘I like it. Sige, sige.’”
That film was Bagets, which went on to become a pop culture phenomenon and launched the careers of stars like Aga Muhlach.
For Del Rosario, the formula is simple: focus on the upside, minimize the downside, and never ignore potential.
“Dapat yung downside maliit pero yung upside mataas. That’s the only way.”
While not every bet pays off, one blockbuster hit can cover multiple misses—a strategy that has kept Viva at the top of Philippine entertainment for decades.
This article includes quotes from an interview originally published by Esquire Philippines, authored by Henry Ong.
