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Lunchbox teams up with GMA Pictures and Columbia Pictures to promote their MMFF 2026 entry, Amir.

Independent entertainment and culture agency Lunchbox has teamed up with GMA Pictures and Columbia Pictures as the marketing partner for their upcoming Metro Manila Film Festival (MMFF) 2026 entry, Amir, marking another major milestone for the young company.

Directed by Zig Dulay, the fantasy-drama stars Dennis Trillo, Glaiza De Castro, and Argus Aspiras. It follows the story of 10-year-old Amir, portrayed by Aspiras, whose family faces a looming threat that puts their village in danger.

Set against the rich cultural heritage of Muslim Mindanao, the film explores family, courage, and the challenges of confronting darkness.

For Lunchbox founder Carl Chavez, the partnership with GMA Pictures is an exciting opportunity to bring a meaningful Filipino story to a wider audience.

“For GMA to bring an independent agency like ours into the fold is an exciting time for connecting a story as nuanced as Amir's to the right audiences,” Chavez said.

Lunchbox managing partner Frankie Primavera also expressed excitement about working on the film, noting that its narrative aligns with the agency's commitment to championing compelling stories.

“Amir tells a kind of story we don't hear enough about today. And Lunchbox is all about great stories that need to be told," Primavera said in a statement.

GMA Pictures executive vice president Nessa Valdellon revealed that her interest in working with Lunchbox began after attending a film marketing workshop conducted by Chavez.

She recalled being impressed by how he approached promotional campaigns, particularly for films such as Antoinette Jadaone's Sunshine and Petersen Vargas' Some Nights I Feel Like Walking.

“It would be fun to let Carl and the Lunchbox team put their spin on the promo for our upcoming MMFF entry,” Valdellon said.

“It's a beautiful film, perhaps our best to date, and needs a push beyond what we've done in the past,” she added.

Related gallery: Dennis Trillo, Ruru Madrid, Caprice Cayetano, and other Kapuso stars in MMFF 2026

For Amir, however, Lunchbox plans to put the spotlight on the film's storytelling and the cinematic experience.

“With Amir, our campaigns will go back to the real essence of cinema viewing: a great story is most beautifully experienced inside a cinema,” Chavez explained.

The collaboration comes on the heels of a successful year for Lunchbox, which has established itself as one of the country's pioneering independent film marketing agencies.

Among its recent achievements was winning top honors, including the Grand Kidlat, for its unconventional and interactive marketing campaign for Some Nights I Feel Like Walking.

The agency also worked on several notable film releases, including Irene Villamor's box-office hit The Loved One and Rafael Manuel's Filipiñana, which was selected as the Philippines' entry to the 2027 Academy Awards' International Feature Film category.

Beyond film marketing, Lunchbox expanded its operations by securing the local theatrical distribution rights to A24's Cannes breakout film Club Kid in September.

Chavez also represented the agency at the prestigious Asian Contents & Film Market (ACFM) in Busan, South Korea, where he participated as a panelist.

With its growing roster of local and international partnerships, Lunchbox continues to expand its presence in the entertainment industry.

“When a great story is being developed, we're just happy to know that they choose to partner with us. Because Lunchbox itself is an unfolding story that we want to keep telling people about," Primavera concluded.