Cinemas aren’t exactly known for being the most accessible spaces. From films that lack subtitles for hard of hearing moviegoers to venues that aren’t completely friendly to wheelchair users, moviegoing still comes with way too many barriers for people with disabilities. But SM Supermalls’ cinema chain is taking a step in the right direction: it’s launching audio-described film screenings for blind and visually impaired moviegoers.
For the unfamiliar, audio descriptions in movies are narrated explanations of visual cues or elements that may be missed by viewers who are visually impaired. SM Supermalls’ initiative, titled “Movies for the Blind,” hopes to create a more inclusive space for all audiences, regardless of disabilities. “Movies for the Blind” is a partnership with Project ADAM (Audio Description Awareness Movement), a coalition of 14 organizations led by blind advocates.
Currently, the film screenings will be held in Baguio’s and Cebu’s SM Cinema branches, although Project ADAM hopes to continue to expand this reach as part of SM Supermalls’ commitment to making more public spaces accessible. “This is more than just a film screening — it’s a movement,” said Project ADAM Convenor Ronnel del Rio in a statement released by SM Supermalls. “We’re paving the way for a future where accessibility in media is the norm, not the exception.” The coalition is now advocating for legislation that would make audio description a standard in Filipino cinema.
The launch of “Movies for the Blind” is not the first time that SM Supermalls and Project ADAM have worked together to support the visually impaired. On April 26, SM City Baguio and SM City Cebu hosted a screening of Firefly, the 2023 Metro Manila Film Festival Best Picture, with audio descriptions for its visually impaired audience. According to Project ADAM, this was the first time that a Filipino film had been screened in cinemas using audio description.
For del Rio, who is himself blind, this partnership with SM Supermalls points to a long-overdue shift in how the film industry approaches accessibility, paving the way for a more inclusive moviegoing experience for all.
Although details on more future screenings have yet to be announced, SM Supermalls has promised a culminating event at SM Megamall on August 2 in celebration of White Cane Safety Day, which recognizes the rights of those with visual impairments. This celebration will include an audio description-centric screening of Firefly.
