In celebration of National Autism Consciousness Week, SM Cares, SM Cinema, Autism Society Philippines (ASP), and GMA Pictures partnered to host a successful sensory-friendly screening of the award-winning film "Firefly" on January 17, 2025. Over 2,000 participants across 10 SM malls, including children on the autism spectrum and their families, enjoyed a heartwarming and inclusive movie experience.
"Tuwing pumapasok kami sa mga SM malls, damang-dama namin acceptance, accomodation, and appreciation. It is the norm here," said Autism Society Philippines (ASP) Chair Emerita Dang Uy Koe.
A child on the autism spectrum shares a smile with their loved one during the sensory-friendly screening of "Firefly" at SM Southmall.
SM Cares, SM Cinema, Autism Society Philippines, and GMA Pictures join forces to bring a sensory-friendly screening of "Firefly" to children on the autism spectrum and their families at SM North EDSA Cinema.
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“Firefly” stars Alessandra De Rossi (right) and Euwenn Mikaell (left) grace the sensory-friendly screening at SM North EDSA Cinema.
Creating a welcoming space
The "Lights Up, Sounds Down" event went beyond entertainment. By adjusting lights and volume, creating a relaxed atmosphere, and allowing for movement and vocalizations, the screening catered to the specific needs of attendees on the autism spectrum. This empowered them to enjoy the movie at their own pace and comfort level.
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Autism Society Philippines (ASP) National Spokesperson Mona Magno-Veluz shares a message in a video celebrating National Autism Consciousness Week.
A heartwarming moment captured at the sensory-friendly screening of 'Firefly' at SM City Olongapo Central, where families enjoyed a welcoming and inclusive movie experience.
"At SM Supermalls, we firmly believe that creating spaces where every individual feels valued, respected, and included is a responsibility we hold dearly. This is a way of life here," said SM Cares Program Director for Disability Affairs Engr. Bien Mateo.
The guests experience the magic of "Firefly" at the sensory-friendly screening in SM City Telabastagan, Pampanga.
An invited guest is captivated by the sensory-friendly screening at SM City Marikina.
A boy enjoys the special screening and shows respect and gratitude with a traditional 'mano po' at SM City Cebu.
Ongoing commitment
Positive feedback from families echoed the event's success. Many expressed appreciation for the inclusive environment, highlighting the joy and comfort it provided. This powerful experience underscores the importance of catering to the autism community's needs.
SM Cares: Championing inclusion
A commitment to inclusivity requires ongoing effort. SM demonstrates this by investing in employee training programs to better support individuals on the autism spectrum and their families. Additionally, SM Cinema prioritizes accessibility features within their theaters, creating a welcoming environment for all guests.
SM Cares is the Corporate Social Responsibility arm of SM Prime Holdings, with programs that support communities, promote social inclusion, and care for the environment. Aside from the program on Persons with Disabilities (PWDs), its advocacies include Programs for the Environment, Women and Breastfeeding Mothers, Children and Youth, Senior Citizens, and the SM Bike-friendly initiative.
To learn more, visit www.smsupermalls.com/smcares.
