Known as a lawyer to the stars, Atty. Josabeth "Joji" Alonso turned her lifelong passion for cinema into action — evolving from an avid moviegoer into a producer and fierce champion for Philippine cinema.
She founded the film company Quantum Films, the maker of hit movies like Ang Babae Sa Septic Tank (2011), English Only, Please (2014), and Walang Forever (2015), UnMarry (2025), to name a few.
"Kahit lawyer ako, I love films. Starting at the age of nine years old, I would save my allowance to be able to watch Filipino films, not foreign ones.
"Andun yung passion ko na manood ng pelikulang Pilipino. Kaya sabi ko, 'Someday gusto ko gumawa rin.'
"Interestingly, I'm seated beside Ellen [Ongkeko-Marfil] and Jeffrey [Jeturian], and itong dalawa ang dahilan kung bakit ako napasok sa industriyang ito.
"My baptism of fire was actually with Ishmael Bernal, no less, for a drama for television.
"Nambudol kasi ito si Ellen, e. After that, sabi ko ayoko na umulit. Hahaha! Nakakatakot pala," she began.
Long before her film outfit started earning from its mainstream movies, the lawyer-slash-producer financed independent films that proved how much she's willing to invest on her love for the craft.
She told this story during the esteemed panel interview at PEP Spotlight: Sine x Cinemalaya held at Cinema 3 of Shangri-La on August 10, 2026.
The event showcased Summit Books' 100 SINE. FILM. PELIKULA: The 100+ Greatest Movies in Philippine Cinema.
The book is co-authored by Jo-Ann Q. Maglipon, a respected Philippine entertainment journalist and editor, in collaboration with Dr. Joel David, a film critic and academic who holds a Ph.D in Cinema Studies at the New York University.
Kubrador (2006), Biyaheng Lupa (2009), and Ang Babae Sa Septic Tank were some of Alonso's films that made the cut in the book.
Read: Charo Santos recalls Mike de Leon's fiery temper in Kisapmata
ATTY. JOJI ALONSO ON KUBRADOR
In the making of Kubrador, starring acclaimed actress Gina Pareño and directed by Jeffrey Jeturian, Alonso said she instantly fell in love with the script.
"Kubrador, I would like to give a generic answer to that in that I always read the script thoroughly.
"There’s something in the film that ignite a fire of sorts. It's a very simple story of woman na nangongolekta ng jueteng.
"But as you go along the pages of the script, mapapa-P.I. ka na lang kasi ang ganda niya.
"Andiyan yung nararamdaman ng mga taong dumadaan ng ganito araw-araw.
"And, of course, there's the genius of Jeffrey as a director," she said.
Jeturian, who was among the panelists appeared to have shied away from Alonso's praise, but the lady lawyer-producer exclaimed, "Totoo naman, di naman magiging ganun kaganda yung pelikula kung di ka magaling."
Read: Grace Poe recalls FPJ's ingenuity in the making of Panday movies
JOJI ALONSO ON BIYAHENG LUPA
Then Alonso went on to share her experience producing the film Biyaheng Lupa, which was the directorial debut of Armando "Bing" Lao.
It starred an ensemble cast including Jaclyn Jose, Coco Martin, Andoy Ranay, Allan Paule, Angel Aquino, and Eugene Domingo among others.
"Pagdating sa Biyaheng Lupa, mentor ko si Bing Lao. I've always admired him. I wanted to be part of his very first film," she recalled.
Lao is known for writing the screenplays for Jeturian's Kubrador and Pila Balde, Brillante Mendoza's Kinatay, and Chito Roño's Suntok Sa Buwan.
She was so convinced of the project that she agreed to mortgage her house just to be able to raise enough funds for it.
"It's such an honor, 'Sige magsanla uli ako ng bahay ko para meron akong ipupuhunan sa pelikulang ito,' para lang magawa namin.
"That was a very simple story of passengers in a bus na wala ka maririnig kundi mga boses nila habang nag-iisip sila. Sabi ko, ibang klase rin ito.
"Sabi ko kay Bing noon, 'Magkano kailangan mo?' 'Kahit PHP3 million.' Ang ending namin, PHP6 million. Seryoso yan."
The caveat: "For my first three films, sanla ako nang sanla ng bahay ko, para may mailabas, to produce my own films, and it never came back. That's the sad reality of it.
"The good thing is because I'm a lawyer, kumikita ako, at nababayaran ko, at nawawala na yung mortgage sa bahay ko."
Read: Nikki Valdez recalls decision to separate from ex-husband
ATTY. JOJI ALONSO ON ANG BABAE SA SEPTIC TANK
It was a different case for Ang Babae Sa Septic Tank, which premiered in the 2011 Cinemalaya Film Festival, and won Best Direction, Best Screenplay, Best Film, and Best Actress.
It was directed by Marlon Rivera with the screenplay by Chris Martinez.
Starring Eugene Domingo, JM de Guzman, Kean Cipriano, and Cai Cortez, the comedy film proved to be a huge hit that even crossovered to mainstream cinemas that same year.
For this project, Alonso co-produced with Martinez-Rivera Films.
Alonso continued: "Fortunately, kumita ang Ang Babae Sa Septic Tank.
"When it was offered to me and, again, I read the script, baliw na baliw itong si Cris Martinez magsulat. Ang ganda na naman.
"Working with Eugene, working with Marlon, who's also another genius for me, 'Sige, let's go and do this.'
"Ang suma total, pag nabasa mo yung script, there’s something in it na nakikita ko would inspire me to do it. Not necessarily socio-political, not necessarily drama, basta meron akong mapipiga na gusto ko siya gawin."
Concluding, Alonso added, "Thank you for including these films. Alam mo pag Jo-Ann Maglipon, it equates to integrity."
Read: Phillip Salvador remembers Lino Brocka’s strict directing instructions