WHEN we're asked to speak at show biz fora and conferences, we also do a lot of listening to the audience. Most of the time, this key sector is merely a silent recipient--or ignorer--of the entertainment sent its way, and we believe that's part of the huge problem that's facing our movie industry today.

For too long a time now, our film people have presumed that they know what their audience wants. But the annual 10 percent dip in movie attendance figures for local films has revealed to the industry's confusion and shock that this is no longer the case.

The audience has changed, and its preferences have also been altered. It's time to listen to moviegoers, and to ask them what they want and don't want in terms of film entertainment, and what it will take to make the ''dropouts'' among them want to see Filipino movies again.

For what they're worth, here are some of the replies to those questions that we gleaned at a recent convocation:

Makers of Filipino films have been taking their audience for granted, giving it quickie formula flicks that offer little that's new, that's why quite a number of viewers now prefer to watch Hollywood blockbusters. Many of them may not be all that original, either, but they at least have bigger scope and budget, and are made with greater care.

Viewers are tired of the sex flicks that most producers are churning out today, to lure bored moviegoers back into the theaters. Some of them are made by ''reputable'' directors, whose stock has consequently gone down as far as film lovers are concerned.

To entice the audience back to the moviehouses, local filmmakers should come up with movies with a lot of heart. Viewers miss the human dimension in current films, which appear to be produced by committees rather than individual artists and craftsmen. Even if the movies are small, if they are deeply-felt and give the audience something new, they will be patronized.

Of course, star value remains an important component of the successful local film equation. But even with big stars, a movie is not guaranteed success. Today's moviegoers want to see stars doing something new, not just their usual routines.

Since moviegoing has become more expensive and time-consuming (what with the traffic and all), viewers no longer go to the movies simply because they have nothing better to do. They now take time deciding which film to see, so movies have to become more competitive. They should consciously offer something that will make them stand out over the rest of the competition.

Why has the movie audience changed? The rise of the ''mall theater'' cineplexes has created a new audience that is more demanding and is prepared to pay more for good, well-made entertainment.

Other factors: Filipino overseas contract workers who watch movies abroad and return home with more developed tastes and preferences. And the masterworks of some outstanding filmmakers in the past, which have shown viewers that local directors are capable of doing better work if they put their minds to it.

Members of the audience are speaking up. Let's hope our film people are listening.

Channel 9 telecasts ''Premiere Pilipino Klasiks'' every weekday at 2:30 p.m. This week's offerings:

Action Monday (July 19): ''Wasakin ang Sindikato'' with Tony Ferrer and Jess Lapid Jr. Romance Tuesday (July 20): ''Ang Maton at ang Showgirl'' with Rita Magdalena, Michael Rivero and Daria Ramirez.

Comedy Wednesday (July 21): ''Pitong Gabi sa Paris'' with Nida Blanca, Nestor de Villa and Eddie Mesa. Dramatic Thursday (July 22): ''Alas at Reyna'' with Lito Lapid and Rio Locsin. Fantasy Friday (July 23): ''Magia Blanca'' with Anita Linda and Leopoldo Salcedo.

Congratulations to Nida Blanca for being able to sustain her career and keep it eventful decades after she first appeared in the movies. In fact, Nida's career has been picking up of late, what with her acting awards for ''Sana Pag-ibig Na'' and numerous TV-film appearances.

Only last week, Nida played a difficult role on ''Maala-ala Mo Kaya,'' an abortionist who pays bitterly for her crimes. She's also in the forthcoming film, ''Soltera,'' where she's cast as Maricel Soriano's mother. Expect Nida and Maricel's scenes to crackle with special excitement.