Thursday, August 21, 2014

SM Cares Holds Simultaneous Movie Treats for the Deaf and Blind at Various SM Cinemas

Advocating for the welfare of PWDs is very close to my heart. I regret not being able to attend this event but I am glad to know that other families, that also have members with disabilities, were able to see their special loved ones enjoy movies like everyone else does.

Press Release:

In a rare event, persons with visual and hearing impairments were treated to a special movie screening at various SM Cinemas all over the country last Friday, August 15, 2014 at 9 a.m.

The affair, called “Special Movie Screening for the Blind and Deaf”, was spearheaded by SM Cares, a division of SM Foundation, through its Program on Disability Affairs in partnership with SM Cinema, Deaf-Blind Support Philippines, MTRCB and C.A.L.L. (Center for Advocacy, Learning and Livelihood).

In Metro Manila, SM North Edsa became the venue for the special screening in which the movie Hugo was shown. There were simultaneous screenings in other malls namely, SM Baguio which featured the movie Life of Pi; SM Davao which showed Les Miserables, and SM Iloilo which featured the movie Taken 2. The movies all had an audio-description and sub-title to benefit both the visual and hearing impaired audiences.

Bien Mateo, Program Director of Disability Affairs of SM Cares and SM Supermalls VP for North Luzon said the event was also supported by various People with Disability (PWD) Organizations including: AKAP Pinoy, Philippine Blind Union, National Council on Disability Affairs (NCDA), and the Philippine Foundation for the Rehabilitation of the Disabled (PFRD). The Movie Television Review and Classification Board (MTRCB) expressed strong support to the project.

Mateo said they have done a special screening last year at SM Megamall and due to the positive feedback they got, they are expanding this year’s screening to other malls to accommodate more persons with visual and hearing impairments. They are also planning to make it not only a once a year event but every quarter.

“The PWD sector has accepted this program very positively. The families of the PWDs who experienced the sensory friendly movies in SM Cinemas are very thankful for the experience that they see their children enjoy the cinemas just like anyone else,” Mateo said. Asked on why the program was launched, Mateo noted that this is consistent with the thrust of SM of promoting inclusion rather than segregation.

“It has been part of the corporate social responsibility of SM to make all SM malls a Mall for All, that no one gets left behind, even those members of the family that are physically challenged such as the blind and the deaf. This is one way to integrate them in our society, for them to enjoy the malls and all its offerings just like everyone else,” he stressed.

For inquiries please call Ms. Ardee Tolentino of SM Cares 0917 5525738 or Mr. Bong Garcia of Deaf-Blind Support Philippines 0917 8675885. You may also check their Facebook page at:

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