September 2015 saw the release of Jerrold Tarog's Heneral Luna, a 2015 historical biopic film depicting General Antonio Luna's leadership of the Philippine Revolutionary Army during the Philippine–American War, produced by an independent outfit called Artikulo Uno Productions. Because it was independently produced, Heneral Luna initially fell prey to the commercial theater practice of dropping films after only a few screening days on the first week. But praise from critics and audiences alike, praising the film's writing, plot, acting, and cinematography resulted in a word of mouth campaign to bring the movie back to theaters. As a result, Heneral Luna become the highest grossing Filipino historical film of all time on its third week in cinemas. Similar word of mouth campaigns would allow critically acclaimed films like Antoinette Jadaone's That Thing Called Tadhana (commercially released in 2015) and JP Habac's I'm Drunk, I Love You (2017) to achieve broad commercial success even if they did not benefit from the large promotional budget and television cross-promotion enjoyed by commercial studio films.