SM Megamall’s Cinema 3 was filled with over 700 members of the visually impaired community, their families, advocates, and supporters for the culminating event of Movies for the Blind 2025, held in celebration of White Cane Day.

Led by Project ADAM (Audio Description Awareness Movement) in partnership with SM Cares, SM Cinema, GMA Pictures, GMA Public Affairs, Hit Productions, and Quantum Post, the event featured the specially curated, audio-described film “Firefly”, making the movie experience fully accessible to blind and visually impaired audiences.

Observed every August in the Philippines under Republic Act 6759, White Cane Day honors the achievements and independence of people who are blind or visually impaired, and promotes the white cane as a symbol of their autonomy and mobility.

A father and son enjoy an inclusive screening at SM Megamall during the SM Cares’ Movies for the Blind, a project that empowers persons with visual disabilities through accessible entertainment.
Persons with visual disabilities experience the magic of the cinema during Movies for the Blind—an initiative that promotes inclusion and strengthens community engagement through shared experiences.

“Accessible cinema is more than providing technology—it’s about opening spaces where everyone can experience the magic of storytelling together,” said Joaquin L. San Agustin, SM Supermalls Executive Vice President for Marketing.


“Audio description is more than narration—it’s a bridge to culture, emotion, and belonging,” added Mr. Ronnel Del Rio, Convenor of Project ADAM.

The program also included welcome remarks from Mr. Eliseo dela Paz, President of the Parent Advocates for Visually Impaired Children (PAVIC), and inspirational messages from partners advocating for a more inclusive society.

“When persons with visual impairment are given access to the same experiences as everyone else, we are not just included—we are empowered. This event proves that with the right partnerships, accessibility can become the norm, not the exception,” said dela Paz.

Participants of Movies for the Blind enjoy a unique cinematic experience in an inclusive space—a project that ensures persons with visual disabilities feel welcomed and valued as part of a shared community.
Movies for the Blind at SM Megamall showcases SM Cares’ commitment to inclusive experiences, welcoming persons with visual disabilities into shared public spaces.

Movies for the Blind 2025 has successfully expanded to other regions earlier this year. On March 22, 2025, the event was held at SM City Calamba with 400 attendees, SM City Legazpi with 109 attendees, and SM City Davao with 400 attendees. It continued on April 26, 2025, reaching SM City Cebu with 100 attendees and SM City Baguio with 350 attendees.

Through initiatives like this, SM Cares reinforces its commitment to the United Nations Sustainable Development Goals (SDGs), particularly SDG 10: Reduced Inequalities, by promoting accessibility in media and public spaces.

Celebrating 40 Super Years of Evolving With Every You, SM Supermalls—one of Southeast Asia’s largest mall developers with 88 malls in the Philippines—marks four decades of growing with Filipinos and becoming a trusted space where diverse lifestyles and generations connect, while continuously evolving to redefine the malling experience through sustainability, innovation, and a deep commitment to shaping the future of retail and urban life with inclusive and meaningful experiences.

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