For many, watching a movie is a simple pleasure. But for individuals who are blind or visually impaired, it’s often an experience that feels out of reach. Thanks to Project ADAM (Audio Description Awareness Movement)—in collaboration with 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 finally able to enjoy the magic of the movies together.
As part of SM Supermalls’ ongoing commitment to accessibility and inclusion, SM malls have started hosting audio-described film screenings tailored for the blind and visually impaired. These screenings feature voice-over narrations that describe key visual elements—such as scenes, settings, and character actions—making the movie-going experience more inclusive and immersive for all.
For many participants, these screenings offer far more than just entertainment—they provide a deep sense of connection and joy. Parents have expressed how the initiative makes their children feel acknowledged and empowered, while teachers and caregivers praise it for giving their students the chance to enjoy a simple yet meaningful experience that others often take for granted.
“This is more than just a film screening—it’s a movement,” shared Ronnel del Rio, Project ADAM Convenor. “We’re working toward a future where media accessibility is standard practice, not an afterthought.”
Project ADAM is also advocating for legislation that would require audio descriptions in Filipino films, ensuring that people with visual impairments have equal access to entertainment and storytelling.
The screenings form part of SM Cares’ year-round mission to foster inclusion and accessibility in all its spaces. A culminating event will take place at SM Megamall on August 2 in celebration of White Cane Safety Day, a global observance that promotes the rights and dignity of persons with visual disabilities.
“Movies for the Blind is a powerful reminder that inclusion begins with empathy,” said Engr. Bien C. Mateo, Program Director for Disability Affairs at SM Cares. “By opening our cinemas in this innovative way, we hope to reach even more lives and show that storytelling is for everyone—regardless of ability.”
Through efforts like this, SM reaffirms its belief that every mall can and should be a safe, inclusive, and welcoming space for all.
To learn more about Movies for the Blind and other accessibility programs, visit the official SM Cares website or follow them on social media.
