THE MEGA-MARATHON CONTINUES . . .
by Bayani S. San Diego Jr., April 20, 2002

Howís this for a great start for the new year? Like an Olympic runner, Sharon Cuneta was off and running, faster than you could say, well, Megastar Momentum.

With a little trepidation, you scanned the eight-day schedule she just sent by text message.

The grueling schedule (for lesser mortals, that is) covered eight days, four cities and one municipality, as well as guest stints in over a dozen radio and TV shows.

Aside from the whirlwind Mall Tour, Megastar Sharon Cuneta was also scheduled to guest on TV shows as diverse as Private Conversations With Boy Abunda and Master Showman, as well as in noontime rivals MTB and Eat Bulaga, ASAP and SOP.

In short, she was all over the place.

And all this was to promote her first "international" album, All I Ever Want, under BMG Records Pilipinas. Miss Mega herself joked that she would gladly accommodate "ribbon-cuttings, tree-plantings, and bivouacs," if necessary.

Trust Miss Mega to make light of even such a back-breaking itineraryóone that could rival the Tour of Luzon, in fact.

Truth be told, Sharon welcomed such a hectic schedule with glee. "Itís a great way to start the new year," she asserted, "With work."

An incorrigible workaholic, Sharon was off and running, even before you could say, well, Megastar Momentum. But more than work, the Mall Tour was also a chance to "touch base" with her fans, to see them up close, and to share a few precious moments with them.

A concerned soul once asked her: Doesnít she get tired, spending four and a half hours autographing tape and CD covers?

Of course, she gets exhausted, her arms and hands wracked by all sorts of aches and cramps. Sheís only human, after all. "But just one look at their happy faces and somehow it makes it all worthwhile."

Indeed.

Day One

Day One of the Mega-Marathon was set in SM North EDSA. And the CD Signing was scheduled right after a series of TV and radio interviews held in the spiffy penthouse of Manila Galleria Suites at the Ortigas Center (where special guest was baby Frankie who napped, while mom Shawie took in a rigodon of interviews).

While anti-government rallyists gathered and clogged EDSA, a different breed, a gentler, kinder mass of people flocked to SM North EDSA as early as 10 a.m.

By 2 p.m., there was a veritable throng at the mallís Food Court.

Because of the EDSA rally, Sharon was caught in traffic. BMG host Jorel Legaspi, as such, looked intensely worried, as he paced nervously backstage. Poor guy didnít know for how long he could keep up with the waiting Sharoniansí bursts of energy.

By the time the event started at 8 p.m., pure pandemonium erupted in the mall. She didnít have to sing a single note; all she had to do was wave and smile for the entire mall to quake and quiverówith excitement and pure, unadulterated affection.

The fansí zeal was understandable. After all, it was a rare opportunity not only to cinch a much-prized autograph from, but also a photograph with the Megastar.

And the SM North EDSA crowd consisted of people of all ages, genders, religions, and (you later found out) nationalities.

Young parents brought along newly born babies. Middle-aged fans accompanied their elderly father who inexplicably remained speechless in front of Sharon. "Lolo (Grandfather) has been your fan ever since you were a kid," his grandchildren told Sharon.

Day Two

Because Sharon was slightly delayed by the traffic on EDSA on the first Mall Tour, some fans had to go home with their CDs unsigned.

No need to fret, though, because the same fans returned for the SM Megamall leg of the CD Tour.

One such devoted fan came all the way from India. Actually, she is now based in Bicol. Fortunately, she was in Manila at the same time as the CD Tour, allowing her the exceptional prospect to once again see her idol up close. The Indian fan also brought along a gift, a teddy bear, for Frankie.

Similarly blending among the local Sharonians was a Japanese fan. There were admirers from as far north as Tuguegarao to as far south as Mindanao. There were also balikbayan fans from the United States, who took their entire family to the Megamall event.

There was also a Filipina (from Aurora, Quezon) who dragged along her sunburned Caucasian husbandónot entirely against his will, it seemed, because he was grinning from ear to ear.

The Megamall crowd was just as affectionate as the North EDSA masses. There were two wheelchair-bound fans who braved the hordes, just to fulfill a lifelong wish. When Sharon spotted one wheelchair-bound fan, she went out of her way to personally greet him and sign his tape coveróto the delight of his parents and yaya, who went through a lot (their feet were stepped on, their cellphone was stolen) just to please their young ward.

As expected, fans asked Sharon to autograph not just tape and CD covers, but all sorts of weird stuffófrom old Celebrity Notebook covers (circa To Love Again days) to a girlís dress. The Cabalen staff even asked her to sign a plate. One particularly excited woman showed off Sharonís old standard fan letter, circa early-í80s. One long-lost godchild (now a teenaged boy) even made a surprise appearance.

It was electric.

All four levels of SM Megamall were buzzing with excitement and pure, unadulterated affection.

Day Three

Right after promoting All I Ever Want and singing "In Your Eyes" with Richard Gomez on ASAP, Sharon and the BMG contingent motored all the way to SM Fairview for another round of CD Signing.

Again, the air was charged with positive vibes.

The three circular levels of SM Fairview were teeming with people. Again, fans brought along all sorts of memorabilia and trinkets (from her Mega Up Close book and old photos to hankies and a childís cotton T-shirt) to have signed, along with the tape and CD covers. One unique lady unrolled a Winner Corned Beef calendar.

Meanwhile, one fan even asked Sharon to sign her fan (abanico, that is).

Another card-carrying Sharonian asked her to autograph her second LP, circa 1979. Yet another bought three CDs (Sharon at 20: Greatest Hits, Nothing I Want More, and All I Ever Want) that night. And yet another brandished the Madrasta VCD.

Mothers again came with their babies in tow. Fathers willingly accompanied their star-struck daughters. One baby boy looked exceptionally smittenóas if he couldnít believe that the face he constantly saw on TV was within kissing distance. And entire families would gladly fork up P150 to buy just one tape. "As if it was enough joy to last them a lifetime," observed Sandra Chavez of Artist House.

One giddy teener sweetly told Sharon: "Sexy ka na, ate! All the fans were generous and gentle, punctuating their photo requests with "Thank you po!"

Another young woman requested for a snapshot with Yaya Luring ("Sheís my grandmotherís idol!"). Because Yaya, now made more famous by the Fuji Film commercial, was a bit camera-shy, the fan had to settle for a kiss from Sharon instead.

A uniformed male employee of Videoke King assured Sharon: "Youíve been my idol ever since I was small." A gaggle of giggling girls in cornrows also made a beeline for the Fairview stage. They were followed by a male medical student, who was still wearing his school uniform. A multi-tasking working mom, on the other hand, lugged along bags of grocery items (as well as her kids) in the circuitous line.

An adolescent girl was limping as she went up the stage. When Sharon noticed that her leg was bleeding, she couldnít help asking: "Are you, okay?" Turned out, the poor girl was also victimized by a cellphone snatcher.

It made you wonder: Why would these Sharonians risk life and limb just to see their idol?

The answer to that mini-mystery was there all along, in front of you, signing away for hours on end, just pausing briefly to pose for pictures or take in a quick drink of mineral water.

And on that frenzied night in Fairview, she was greatly rewarded for her tireless efforts, with the excitement and pure, unadulterated affection of her beloved Sharonians.

Day Four

In fact, Sharonís All I Ever Want broke the record in SM Fairview, previously held by Martin Nievera. (The Megastar sold 525 units compared to the Concert Kingís 450 plus units.)

As such, Sharon was looking forward to another day of CD Signing at the Tower Records store in Glorietta Makati. The Tower Records day coincided with the release of the Metro mag issue with "you-know-who" on the cover. Needless to say, the ABS-CBN magazine made a killing that day. All the copies Metro sent over to Tower Makati were sold that very same day. Sold-out!

"I was touched by it," Sharon said of the cover story. "It almost made me cry."

That was not the only highlight of the Tower tour. A number of fans came, bearing gifts. A male Sharonian gifted her with a bag of books. A female fan presented a bouquet of flowers.

As usual, the Makati crowd was a diverse bunch: Well-dressed matronly ladies lined up, along with uniformed high school students. Office girls, toting cellphones and boyfriends, were in attendance, along with a handful of pregnant women escorted by their husbands.

A three-year-old boy named Nikolai wandered in the store with his mom. When Nikolaiís turn came to greet Sharon, he didnít just say hello, he sang a few verses of "Whereís the Good in Goodbye?"

A grownup male fan was just as enthusiastic, simply overjoyed because he finally saw Sharon again in person "after 16 years."

Just observing from the sidelines, you get to realize the secret of Sharonís crossover, wide-ranging Mega-Appeal. Why do people love her so? The answer is rather simple: Itís because she genuinely, sincerely cares for her fans. Thatís why they return her fondness in equal measure (if not more so).

A Sharon CD signing is no assembly line event because she makes it a point to spend a few minutes with them.

She not only signs CD covers and poses for souvenir shots, she also tries to make them feel at ease and endeavors to make each person in the long queue feel extra special.

How does she do that? Well, itís all in the little gestures. Itís in the tender pat on a fanís cheek, in the kiss on a childís forehead, and in calling older female fans Nanay (Mother).

She even asked a male fan, "Is that Gerry with a G or a J?", because she wanted to make certain that she would not make a mistake in writing the dedication.

Yet another example: She whispered to a little boy: "Donít forget me when you grow up." The look on the childís face said it all: "Not a chance."

Her only wish is for each fan to emerge from that experience with pleasant memoriesóto remember fondly their few priceless minutes with Miss Mega as a day of excitement and pure, unadulterated affection.

Day Five

"This could be the most fun mall tour yet!" Sharon greeted the shrieking fans at SM Bacoor.

In fact, every time Sharon would stand up from her seat to pose for pictures, all three levels of SM Bacoor would intermittently explode with sheer excitement. Their overly spirited reaction was quite understandable because that was Miss Megaís first time to visit the Cavite mall.

As expected, there was the usual coterie of fans of all ages, genders, and religions. There was a girl in crutches and another who was half-blind. Not even the long wait daunted (and discouraged) them. Entire clans (from grandma to grandkids) came in full force to see Sharon. One elderly lady even bought seven copies of All I Ever Want, to give away to family and friends.

As usual, she signed all sorts of stuff: from the Sharon book to old photos. One female fan even presented an oil painting of Sharon that she rendered herself.

As it turned out, it was not just the most fun mall tour, it was also the longest. The Bacoor event finally wrapped up at 9:20 p.m., a record four hours and a half after it started. (And Sharon made only one request that night: McDonaldís Quarter Pounder with Cheese, with Big Mac sauce.)

Judging by the happy faces on the BMG execsí faces, it was all worth the effort. Sharonís All I Ever Want posted an unbeatable record in SM Bacoor: 351 CDs and 385 tapes sold, or a total of 736 units! (BMG ran out of posters to give away to fans. Luckily, Fuji was able to provide complimentary pocket calendars.)

Bacoor couldnít get enough of Miss Mega. As she was about to leave the stage, a number of fans ran after her. It was a scene straight from A Hard Dayís Night. It was Beatlemania in Bacoor, a night of excitement and pure, unadulterated affection.

Day Six

The reception in SM Las PiÒas was just as feverish.

The last time this suburban mall witnessed such an unprecedented outpouring of fan love was when Latin hunk Fernando Carillo dropped by for a visit.

All three levels of SM Southmall boomed with shrieks and screams, the minute Sharon appeared onstage.

Again, fans asked her to autograph T-shirts and handkerchiefs, aside from tape and CD covers. Again, a group of veiled Muslim women patiently lined up to meet Sharon. Again, one female fan presented sketches and drawings she herself made.

It was like the whole week was being replayed right in front of you. Indeed, it was the most fitting way to end the Mall Tourówith renewed excitement and pure, unadulterated affection

By the end of the long week/night, came a triumphant text message from BMG: "All I Ever Want was able to beat Aiza Seguerraís record in SM Southmall!"

P.S.

You could say Sharonís marathon promo tour for All I Ever Want culminated with Jim Brickmanís two-night concert, Simple Things, at the PICC last March 15 and 16. If you are still wondering how she could handle such a hectic, harried, helter-skelter schedule, consider this: A few days after the Brickman concerts (not to mention hosting Star Awards for Movies), she attended the Fuji Film launch at EDSA Shangri-La and taped the Easter episode of her weekly ABS-CBN 2 talk show, back-to-back. And this was only two days before her scheduled flight to Paris, France, with daughter Kaycee. And after the Paris trip, Sharon and Kaycee were supposed to meet up with Sen. Kiko, baby Frankie ("her first trip abroad!"), Mommy Elaine, and the rest of the Cuneta clan in Bangkok, Thailand, for the Holy Week. The much-needed vacation was a chance to recharge before plunging into the shooting of her new Viva movie with Judy Ann Santos, tentatively titled Magkapatid.

The Megastar Marathon never ends . . .