SM Cares launches the “HOPE in a Movie” campaign with a special screening of Avatar: Fire and Ash at Screen X SM Mall of Asia, turning movie moments into classrooms for Filipino students.
Advocates and partners proudly come together after the “HOPE in a Movie” launch, united in their commitment to build classrooms and create better learning opportunities for the younger generation.

Pasay City — SM Cares, the social responsibility arm of SM Supermalls, has launched “From Reel to Real Stories: HOPE in a Movie”, a nationwide campaign that transforms everyday movie experiences into meaningful support for public school classrooms.

The campaign kicked off on December 18 with a special screening at SM Cinema Mall of Asia, bringing together partners, advocates, and community leaders to champion a shared mission: addressing classroom shortages in public schools through collective action. The event also highlighted SM Cinema’s commitment to innovation with the introduction of SCREENX, a cutting-edge 270-degree panoramic format developed in partnership with CJ 4DPLEX, offering audiences a more immersive way to enjoy films.

“At SM Cares, we believe that empowering communities creates lasting impact,” said Steven T. Tan, President of SM Supermalls. “This campaign is built on a simple yet powerful idea: when people watch a movie at SM Cinema, they’re not just enjoying entertainment—they’re helping create real opportunities for Filipino students by turning movie moments into classrooms.”

Through a partnership among SM Supermalls, Generation HOPE, and the Department of Education (DepEd), a portion of every SM Cinema ticket purchased will go toward building 10 public school classrooms over the next three years. The initiative applies to all SM Cinema tickets—whether bought at ticket booths, kiosks, or online—and across all formats nationwide, making participation easy and accessible.

This effort builds on SM’s long-standing commitment to education. To date, SM Foundation has constructed 403 classrooms and donated 116 school buildings nationwide, alongside digital learning hubs equipped with computers, smart TVs, and essential software to strengthen digital literacy. SM has also created community learning spaces in its malls, such as the Book Nook—a free reading and storytelling hub designed to nurture a love for learning among families and children.

Partners, advocates, and guests gather at SM Cinema Mall of Asia for the “HOPE in a Movie” launch—joining forces to bring more classrooms and learning spaces to Filipino communities.
Guests enjoy their SnackTime treats as they gear up for the “HOPE in a Movie” launch and the special screening of Avatar: Fire and Ash at SM Cinema Mall of Asia.

With HOPE in a Movie, Generation HOPE brings its experience in impact-driven classroom projects, while DepEd ensures that school sites and facilities meet educational standards and address priority needs.

“This partnership demonstrates the power of collaboration between the private sector, social enterprises, and government,” Tan said. “Together, we can create sustainable solutions that help students learn better and communities grow stronger.”

As the campaign moves into the new year, SM Cares invites moviegoers nationwide to join this meaningful movement by choosing SM Cinema—turning movie experiences into real stories of hope for Filipino students. Together, we can transform entertainment into empowerment, because every ticket purchased helps write a brighter, HOPE-filled future for the next generation.

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