• February 12, 2025

In celebration of National Autism Consciousness Week, SM Cares and SM Cinema, in partnership with the Autism Society Philippines and GMA Pictures, will host a sensory-friendly screening of the critically acclaimed Filipino fantasy film, Firefly.

This free event will be held on Friday, January 17, from 8am to 10:30am, and will take place simultaneously across select SM Cinemas nationwide.

The screening, designed with inclusivity in mind, will be held at the following SM locations: SM North Edsa, SM City Olongapo Central, SM City Baguio, SM City Tuguegarao, SM City Marikina, SM Southmall, SM City Cebu, SM City Bacolod, SM City Davao, and SM City Telabastagan in Pampanga.

Firefly, directed by Zig Dulay, was the recipient of the Best Picture award at the 2023 Metro Manila Film Festival. The movie stars Alessandra De Rossi and newcomer Euwenn Mikaell, who shines in his theatrical debut as a young boy embarking on a journey of self-discovery.

Unlike standard screenings, the sensory-friendly screening will feature adjustments tailored to the needs of children on the autism spectrum. The cinema environment will be modified with brighter lights and reduced volume levels and sound effects to minimize sensory overload. Additionally, the relaxed atmosphere allows for movement and vocalizations, making the experience more enjoyable and less restrictive.

SM’s commitment to inclusivity extends beyond special events. The company offers initiatives such as employee training to better assist individuals on the autism spectrum and their families. Efforts are also made to ensure that all areas of the mall, including its cinemas, are accessible and welcoming to all.

In addition to its programs for Persons with Disabilities (PWDs), SM Cares also champions other advocacies, such as environmental sustainability, support for women and breastfeeding mothers, youth and children’s welfare, senior citizen programs, and bike-friendly initiatives.

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