What happens when two presidents—one Commonwealth, one First Republic—decide to ditch their dusty history books and stage a full-blown political rally, marching right through the biggest mall complex in Asia? Pure, unadulterated marketing genius, that’s what!

Seriously, folks, TBA Studios’ upcoming historical epic, “Quezon” (the third installment of the celebrated Bayaniverse trilogy!), just threw down the gauntlet for how to promote a film. They didn’t just have a movie launch; they brought history to life right where we shop, eat, and hang out.

Last Sunday, September 14, the entire cast, led by the incredible Jericho Rosales (as Manuel L. Quezon) and the ever-commanding Mon Confiado (as Emilio Aguinaldo), absolutely captivated weekend mallgoers at the SM Mall of Asia Complex. And trust me, you’ll wish you were there!

When History Surprises IKEA Shoppers (Seriously!)

Picture this: You’re hunting for a new shelf or perhaps just admiring the Swedish meatballs at IKEA Philippines. Suddenly, out of nowhere, you’re transported back to the 1930s!

The cast, in their full, gorgeous period costumes, staged an unannounced dramatic pop-up. Echo (Jericho Rosales) and Mon (Mon Confiado), along with the stellar supporting cast—including Benjamin Alves, Karylle, Arron Villaflor, Cris Villanueva, Therese Malvar, Angeli Bayani, Jake Macapagal, Ketchup Eusebio, Jun Nayra, and Bodjie Pascua—were interacting in character with each other right in the middle of a modern furniture store. It was the most surreal, captivating piece of street theater I’ve ever heard of. Talk about a “soft launch” with a historical punch!

A Political Rally, But Make It Epic (and Historical)

The fun didn’t stop with flat-pack furniture. The whole crew then channeled major campaign energy. Imagine a full-on campaign-style parade—banners, a marching band, the works!—leading from the mall grounds straight to the SM Mall of Asia outdoor activity center.

There, they held a theatrical Miting de Avance. Yes, a Miting de Avance! Still in character, Rosales as Quezon and Confiado as Aguinaldo delivered these incredibly stirring, passionate speeches about leadership and patriotism, treating the crowd like true constituents. They weren’t just promoting a movie; they were rallying the Filipino spirit, reminding everyone why these stories matter, and driving home the message: go watch “Quezon” in cinemas this October 15!

The Deep Dive: Business, History, and the Legacy

Later in the day, the cast shed a little light on the serious side of history. They graced a special forum at the IMAX Event Cinema for business partners and corporate leaders.

This wasn’t just a glamorous photo op; it was a serious discussion. The cast, producers, and a historian were all on deck for a lively chat that aimed to interrogate the life and legacy of Manuel L. Quezon. It’s clear TBA Studios isn’t just selling tickets; they’re pushing for a national conversation. As producer Daphne O. Chiu-Soon said, these immersive activities are “a powerful preview of what audiences should expect.”

Book Launch, Meet-and-Greet, and My Final Verdict

The epic day capped off at the Manila International Book Fair (SMX Convention Center) with the official launch of “Quezon: The Story Behind the Film.”

Jericho Rosales and Karylle joined co-screenwriter Rody Vera, cinematographer Pong Ignacio, and producer Daphne O. Chiu-Soon for a special meet-and-greet and book signing. If you’re a history buff or a film geek (or both!), this companion guide, published by Anvil Publishing, is a must-have. It promises a deeper insight into the making of this massive historical project and will be hitting bookshelves and e-commerce platforms nationwide soon!

Honestly, this was a brilliant way to market a historical film. It was immersive, educational, and absolutely unforgettable for those who witnessed it.

Catch TBA Studios’ “Quezon” exclusively in Philippine cinemas nationwide on October 15, 2025! Get your tickets ready—history is waiting! 🎬🇵🇭