SM Megamall Cinema 3 welcomed over 700 members of the visually impaired community, their families, and advocates during the culminating event of Movies for the Blind 2025. The initiative was held in celebration of White Cane Day, which recognizes the independence and achievements of people with visual disabilities.
The event, 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, featured the audio-described film “Firefly.” The film allowed blind and visually impaired audiences to enjoy a fully accessible movie experience.
Observed every August under Republic Act 6759, White Cane Day promotes the white cane as a symbol of autonomy and mobility.
“Accessible cinema is more than providing technology. It’s about opening spaces where everyone can experience storytelling together,” said Joaquin L. San Agustin, SM Supermalls Executive Vice President for Marketing.
Project ADAM Convenor Ronnel Del Rio added, “Audio description is more than narration. It’s a bridge to culture, emotion, and belonging.”
Movies for the Blind 2025 also reached SM malls in Calamba, Legazpi, Davao, Cebu, and Baguio earlier this year, with hundreds of attendees per venue. The project highlights SM Cares’ commitment to inclusion by promoting accessibility in media and public spaces.
Through programs like this, SM Cares aligns with the United Nations Sustainable Development Goal 10: Reduced Inequalities. The initiative shows how partnerships can make accessibility the norm while fostering stronger community engagement.
