For most, watching a movie is an everyday treat. But for those with
visual impairments, it’s often an experience left out of reach. Led by Project
ADAM (Audio Description Awareness Movement), SM Cares, SM Cinema, GMA Pictures,
GMA Public Affairs, and Hit Productions Inc., with support from The Nippon
Foundation, Overbrook School for the Blind, CBM Global, ICEVI, Beneficent
Technology, Inc. (Bookshare) and Quantum Post, families and individuals across
the country are discovering the magic of the movies—together.
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| SM Cinema at SM City Calamba is filled with heart warming applause and positive vibes during the ‘Movies for the Blind’ screening |
As part of SM Supermalls’ ongoing commitment to accessibility and
inclusion, SM malls have begun hosting audio-described film screenings
specially designed for persons who are blind or visually impaired. These unique
screenings include narrated descriptions of scenes, settings, and actions,
allowing all moviegoers to share in the full experience.
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| Families and friends are sharing special moments of joy and inclusion as they experience the magic of the cinemas in a whole new way at SM City Legazpi. |
For many attendees, the program is more than just entertainment—it’s a
moment of connection, belonging, and joy. Parents have shared how this
initiative makes their children feel seen, valued, and included. Teachers and
caregivers say it gives their students a rare opportunity to participate
equally in something as simple—but meaningful—as a trip to the cinema.
“This is more than just a film screening—it’s a movement,” says
Project ADAM Convenor Ronnel del Rio. “We’re paving the way for a future where
accessibility in media is the norm, not the exception.” Project ADAM is also
pushing for legislation to make Audio Description a standard feature in
Filipino films, ensuring equal access to entertainment for all.
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| The power of storytelling is shared with members of SM City Davao community who are visually-impaired, making it more accessible and enjoyable to everyone. |
The screenings are part of SM Cares’ year-round efforts to make public
spaces more inclusive. A culminating event will be held at SM Megamall in
August 2 in celebration of White Cane Safety Day, recognizing the rights and
dignity of persons with visual impairment.
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| SM City Baguio is all about making the cinema and entertainment accessible for everyone as each one deserves to be part of that magical experience. |
“Movies for the Blind is a reminder that inclusion starts with
empathy—by opening our spaces, we open hearts,” said Engr. Bien C. Mateo, SM
Cares Program Director for Disability Affairs. “With this new innovative way of
presenting movies to our audiences, we hope to increase accessibility and touch
even more lives through the wonders of cinema and storytelling,” added Engr.
Bien C. Mateo.
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| Visually impaired Cebuanos are enjoying the magic of the movie ‘Firefly’ at SM City Cebu, creating a truly unforgettable experience with their loved ones. |
Through programs like this, SM continues to show that every mall can
be a safe, welcoming space for all—regardless of ability.
For more information about ‘Movies for the Blind’ and other inclusivity programs, visit SM Cares’ official website or follow them on social media. (PR)
