In celebration of the National Autism Consciousness Week, SM Cares and SM Cinema, in partnership with the Autism Society Philippines and GMA Pictures, will host a free “Lights Up, Sounds Down” sensory-friendly screening of “Firefly”, a 2023 Filipino fantasy film about a young boy’s journey of self-discovery, this Friday, Jan. 17.
This unique movie experience will be experienced simultaneously in the following SM cinemas: SM City Bacolod, SM North Edsa, SM City Olongapo Central, SM City Baguio, SM City Tuguegarao, SM City Marikina, SM Southmall, SM City Cebu, SM City Davao, and SM City Telabastagan in Pampanga.
“Firefly”, directed by Zig Dulay, garnered critical acclaim at the 2023 Metro Manila Film Festival, ultimately winning the Best Picture trophy. The film stars Alessandra De Rossi and Euwenn Mikaell in his theatrical debut.
The sensory-friendly screening differs from regular movie showings by creating an environment that’s specially tailored to the needs of children on the autism spectrum. The lights are brought up, and the volume and sound effects are reduced to minimize sensory overload. Additionally, the relaxed atmosphere allows for movement and vocalizations, making the experience more enjoyable and less restrictive.
SM recognizes that inclusivity is a continuous process. To support this, SM 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. The commitment from SM Supermalls’ is a year-round support for the autism community.
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, its advocacies include programs for the environment, women and breastfeeding mothers, children and youth, senior citizens, and the SM bike-friendly initiative. ||
