SM Malls' Sensory-friendly screening of "Firefly" puts the spotlight on inclusion

In honor of National Autism Consciousness Week, SM Cares, SM Cinema, Autism Society Philippines (ASP), and GMA Pictures collaborated to host a successful screening of the 2023 Metro Manila Film Festival's Best Picture "Firefly" last January 17, 2025. Over 2,000 participants across 10 SM malls, including children on the autism spectrum and their families, enjoyed a heartwarming 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 have joined forces to host a free "Lights Up, Sounds Down" sensory-friendly screening of the award-winning film "Firefly" to children on the autism spectrum and their families at SM North EDSA Cinema.

“Firefly” stars Alessandra De Rossi (right) and Euwenn Mikaell (left) graced the film 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. Autism Society Philippines (ASP) National Spokesperson Mona Magno-Veluz shared 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.

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

SM reaffirms its commitment to inclusivity by investing in employee training programs to better support individuals on the autism spectrum and their families. In addition, 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. Do visit www.smsupermalls.com/smcares to learn more.