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 [...]