03/05/2025
๐๐ ๐๐ข๐ง๐๐ฆ๐ ๐๐ซ๐ข๐ง๐ ๐ฌ ๐ฆ๐๐ ๐ข๐ ๐ฐ๐ข๐ญ๐ก โ๐๐จ๐ฏ๐ข๐๐ฌ ๐๐จ๐ซ ๐ญ๐ก๐ ๐๐ฅ๐ข๐ง๐โ
For many, watching a film on the big screen is a simple joy. But for individuals with visual impairments, itโs often an experience that feels out of reach. Through the initiative โMovies for the Blind,โ SM Cinema, in collaboration with Project ADAM (Audio Description Awareness Movement), SM Cares, GMA Pictures, GMA Public Affairs, and Hit Productions Inc., is changing thatโone screening at a time.
With support from The Nippon Foundation, Overbrook School for the Blind, CBM Global, ICEVI, Bookshare, and Quantum Post, the project brings specially curated audio-described film screenings to SM malls across the country. These screenings include narrated descriptions of visual elements such as actions, facial expressions, and settingsโhelping blind and visually impaired viewers fully immerse in the story.
Itโs part of SM Supermallsโ ongoing advocacy for accessibility and inclusion. For many families, the screenings offer something deeper than entertainmentโthey create a sense of community and belonging. Parents and caregivers have shared how the initiative allows their children to feel recognized, included, and just like everyone else at the movies.
โThis is more than just a film screeningโitโs a movement,โ said Project ADAM Convenor Ronnel del Rio, who is also championing legislation that would make audio description a required feature in Filipino films. โWe envision a future where media is accessible to everyone, regardless of ability.โ
SM Cares Program Director for Disability Affairs Engr. Bien C. Mateo echoed this commitment: โInclusion begins with empathy. By opening our spaces, we open our hearts. Through innovations like Movies for the Blind, we hope to reach more people and let the magic of cinema touch every life.โ
A culminating celebration will take place at SM Megamall on August 2, in honor of White Cane Safety Day, recognizing the rights and dignity of people with visual impairments.
With initiatives like Movies for the Blind, SM continues to lead in creating spaces that are not just accessible, but truly welcoming for all.
Learn more about this initiative and other inclusion programs by visiting the SM Cares website or following them on social media.
https://thevoicenewsweekly.com/๐๐-๐๐ข๐ง๐๐ฆ๐-๐๐ซ๐ข๐ง๐ ๐ฌ-๐ฆ๐/