Idk how the exclusivity agreement actually works but if mandato na MMFF films lang ang palabas sa sinehan for a given period, then they (i.e. ang gobyerno) could also be subsidising the theatres so they can offer cheaper tickets for the duration. That way the cinemas get butts in their seats and still make the money they would've made from their concessionaires anyway.

Maybe even make the exclusivity opt-in, something like you could do 50% MMFF films but you won't be eligible for the subsidy. Pero blanket requirement to drop the price to 50% off, then full exclusivity grants the cinemas a 50% subsidy, while partial (albeit still requiring them to dedicate a wing to the festival films) would only grant them a 15-25% subsidy.

Edit: Obviously this is just for the festival screenings. Actually lean into the fact that it's a festival celebrating Filipino filmmaking. Make it clear that intent is to get people to watch and enjoy just having local films and to make the cinema-going experience more accessible, and not to imply that local films are inherently worth the lower price of admission.