[2] Its notable films include José Rizal (1998), Muro-Ami (1999), Deathrow (2000), Firefly (2023), Hello, Love, Again (2024), and Green Bones (2024).

At this time, it partnered with sister companies Film Experts and Optima Digital for production and post-production of its movies respectively.

[4][5] In 1998, it changed its name to GMA Films after HBO's sister channel Cinemax entered the Southeast Asian market.

The same year, GMA received critical and commercial success for TGIS The Movie,[6] Sa Pusod ng Dagat and José Rizal, both produced and directed by Marilou Diaz-Abaya.

In 2009, GMA Films produced the reboot of the classic komiks novel Ang Panday in partnership with Imus Productions.

From then on, all films were only released nationwide while selected films had selected screenings in key points worldwide such as When I Met U, starring Richard Gutierrez and KC Concepcion had various international screenings and You to Me Are Everything, starring Marian Rivera and Dingdong Dantes had a New Jersey showing in 2010 and its recent film to be released at least within US borders was In Your Eyes, starring Claudine Barretto, Richard Gutierrez and Anne Curtis, had an international screening in notable cities such as Los Angeles and San Diego.

The hottest love team was joined by Vic Sotto and Ai-Ai delas Alas, directed by Jose Javier Reyes.

The movie figured in a tight race with another MMFF entry, Beauty and the Bestie for the top spot at the box-office.

In 2016, GMA Films partnered with APT Entertainment and M-Zet Productions for the movie Imagine You and Me, which marked the second team-up of Alden Richards and Maine Mendoza.

Overall, Imagine You and Me was a big box office hit and had a successful four-week run in Philippine cinemas nationwide.

GMA Pictures also created a new division called Backyard Productions, with Kiko en Lala as its first release.

[18] On August 7, 2024, GMA Pictures has successfully completed its digitally restored and remastered version of the 1998 movie José Rizal and was shown at Cinemalaya Festival 2024.

[22] Green Bones, an entry of the 2024 Metro Manila Film Festival, won the festival's Best Picture award, marking the first time that GMA Pictures achieved back-to-back wins for the award (following their win at the previous year's edition with Firefly) since both José Rizal and Muro-Ami did in 1998 and 1999 editions respectively.