Nagbabalik-pelikula as lead actress for film si Rita Avila sa Magdamag, isang official entry sa NETPAC (Network for the Promotion of Asian Cinema) Section ng ongoing 6th Cinemalaya Philippine Independent Film Fesival. Tatakbo ang naturang film fest sa Cultural Center of the Philippines sa Roxas Blvd., Pasay City until July 18, 2010.

With Edgar Allan Guzman as Rita's leading man, ang Magdamag ay magkakaroon ng premiere screening sa Martes, July 13, 2010, 9 pm at the CCP Little Theater. Ito ay mula sa direksiyon ni Joven Tan at produced by Noel Ferrer.

Bagama't napapanood siya sa teleserye, tulad ng Basahang Ginto ng GMA-7 kunsaan gumanap siya bilang adoptive mother ni Carla Abellana, matagal-tagal na ring hindi nakikita si Rita bilang lead role sa pelikula.  Ang last film niya ay ang Padyak (2009) ni Direk Aloy Adlawan na pinagbidahan rin nina Jay Aquitania, Baron Geisler, Emilio Garcia, Irma Adlawan, Angel Jacob, Katherine Luna, etc.

Pero sa Magdamag, bidang-bida uli si Rita, na ilang taon ring namayagpag in lead roles sa Seiko movies noong 1990s. Nakaka-intriga nga rin ang pagtanggap ni Rita ng kanyang mapangahas na character sa bago nitong movie dahil May-December love affair ang istorya na nangyari sa panahon ng Holy Week sa Boracay.

Si Edgar Allan Guzman naman ay huling napanood sa pelikulang Astig na nagging official entry rin ng Cinemalaya last year at nakasama niya sina Dennis Trillo, Sid Lucero, at Arnold Reyes. Si Edgar Allan (managed by Ferrer) ay  produkto rin ng Mr. Pogi contest ng Eat Bulaga! kunsaan  executive producer naman si Malou Choa-Fagar na siyang talent manager ngayon ni Rita.

May ilang aktres rin ang na-consider for Rita's role, pero ang mahalaga kay Rita ay siya ang final choice dahil naniniwala siya sa material.  After all, ang script ay likha ng Palanca-award winner na si Jerry Gracio na siya ring gumawa ng script ng Astig.

Ayon sa producer ng Magdamag na si Noel Ferrer:  "This movie was done with a lot of excellence and goodwill. Thank you to Jay Durias of Southborder  and Dingdong Avanzado for lending their songs for this small film with a heart."

Ang beterano at award-winning cinematographer na si Romy Vitug naman ang director of photography ng nasabing pelikula. Sinasabing may "steamy" love scenes dito sina Rita at Edgar Allan "pero done tastefully," sabi ni Ferrer.

SYNOPSIS.  Soledad Arvis (Rita Avila) is a middle-aged college instructor while Joven Magat (Edgar Allan Guzman) is a fire dancer who barely finished high school.

Sol is a "liberated" woman who had a string of relationships. Joven had no previous girlfriend except for a high school crush.

She is contemplating about leaving her present husband, to start a new relationship despite the objections of her daughters. Joven is waiting for a Swedish girlfriend who wants to buy a property in Boracay. Joven is promised a "better life" in exchange of marrying the retired Swedish woman.

When Joven and Sol had a chance meeting in Boracay during the Holy Week, they spent one sizzling night together. That one night of passion would put their basic beliefs and values into test, questioning their morals, and in the end, would help them decide on the most pressing issues confronting their lives.

Magdamag is an erotically-charged examination of power relationships, gender, faith, and the nature of love.

Ang isa pang film na pinu-prodyus ni Ferrer na entry rin for Cinemalaya's NETPAC ay ang Muli, isang powerful gay love story naman na pinagbibidahan nina Sid Lucero at ang comebacking actor na si Cogie Domingo, now also being managed by Ferrer.

Ang premiere screening naman ng Muli sa CCP Little Theatre ay sa Sabado, July 17, 6:15 pm. Ito'y mula script pa rin ni Jerry Gracio at sa direksiyon ni Adolfo Alix, Jr.

Ang ticket price for Cinemalaya 2010 ay P150 per film, at P75 lamang para sa mga estudyante.  Gaganapin naman ang Awards Night ng Cinemalaya sa Linggo, July 18, 7pm sa CCP Main Theatre.


(CLICK HERE to view the screening schedules of other Cinemalaya enteries)