SM Cinema Brings Magic Through ‘Movies for the Blind’

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.

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.

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.

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.

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. 

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. 

Visually impaired Cebuanos are enjoying the magic of the movie ‘Firefly’ at SM City Cebu, creating a truly unforgettable experience with their loved ones. 

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.

“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.

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.