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SM Cares launches the "HOPE in a Movie" campaign with a special screening of Avatar: Fire and Ash at Screen X SM Mall of Asia, turning movie moments into classrooms for Filipino students. Photo source: SM Supermalls

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<div style="line-height:1"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17664708399802025122306128_1_Hope in a Movie Launch_NGS_4680.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">SM Cares launches the &quot;HOPE in a Movie&quot; campaign with a special screening of Avatar: Fire and Ash at Screen X SM Mall of Asia, turning movie moments into classrooms for Filipino students. <em>Photo source: SM Supermalls </em></span></span></span></div><p style="line-height:1">Who knew that watching a movie may lead to something more than just a fun experience? </p><div style="line-height:1"> </div><p style="line-height:1">Watching movies has been part of the Filipino family culture. It helps families bond and create memorable experiences, from childhood that we carry onto adulthood and pass it on to generations. Being with family in cinemas is more than just an experience, it becomes a wonderful memory that we look back on, but what if we may make movie watching an event that helps to change lives of children and families across the nation.</p><div style="line-height:1"> </div><p style="line-height:1">SM Cares, the social responsibility arm of SM Supermalls, has launched &quot;From Reel to Real Stories: HOPE in a Movie&quot;, a nationwide campaign that transforms everyday movie experiences into meaningful support for public school classrooms.</p><div style="line-height:1"> </div><p style="line-height:1">The campaign kicked off on December 18 with a special screening at SM Cinema Mall of Asia, bringing together partners, advocates, and community leaders to champion a shared mission: addressing classroom shortages in public schools through collective action. The event also highlighted SM Cinema&#x27;s commitment to innovation with the introduction of SCREENX, a 270-degree panoramic format developed in partnership with CJ 4DPLEX, offering audiences an immersive way to enjoy films.</p><div style="line-height:1"> </div><p style="line-height:1">&quot;At SM Cares, we believe that empowering communities creates lasting impact,&quot; said Steven Tan, President of SM Supermalls. &quot;This campaign is built on a simple yet powerful idea: when people watch a movie at SM Cinema, they are not just enjoying entertainment—they are helping create real opportunities for Filipino students by turning movie moments into classrooms.&quot; </p><div style="line-height:1"> </div><p style="line-height:1">Advocates and partners came together after the &quot;HOPE in a Movie&quot; launch, united in their commitment to build classrooms and create good learning opportunities for the younger generation.</p><div style="line-height:1"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17664707887022025122306128_2_Hope in a Movie Launch_NGS_4761.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Advocates and partners came together after the &quot;HOPE in a Movie&quot; launch, united in their commitment to build classrooms and create good learning opportunities for the younger generation. <em>Photo source: SM Supermalls </em></span></span></span></div><p style="line-height:1">Through a partnership among SM Supermalls, Generation HOPE, and the Department of Education (DepEd), a portion of every SM Cinema ticket purchased will go toward building 10 public school classrooms over the next three years. The initiative applies to all SM Cinema tickets—whether bought at ticket booths, kiosks, or online—and across all formats nationwide, making participation easy and accessible.</p><div style="line-height:1"> </div><p style="line-height:1">This effort builds on SM&#x27;s long-standing commitment to education. To date, SM Foundation has constructed 403 classrooms and donated 116 school buildings nationwide, alongside digital learning hubs equipped with computers, smart TVs, and essential software to strengthen digital literacy. SM has also created community learning spaces in its malls, such as the Book Nook—a free reading and storytelling hub designed to nurture a love for learning among families and children.</p><div style="line-height:1"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17664707598402025122306128_3_Hope in a Movie Launch_NGS_4493.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Partners, advocates, and guests gather at SM Cinema Mall of Asia for the &quot;HOPE in a Movie&quot; launch—joining forces to bring more classrooms and learning spaces to Filipino communities. <em>Photo source: SM Supermalls </em></span></span></span></div><p style="line-height:1">Through HOPE in a Movie, Generation HOPE brings its experience in impact-driven classroom projects, while DepEd ensures that school sites and facilities meet educational standards and address priority needs.</p><div style="line-height:1"> </div><p style="line-height:1">&quot;This partnership demonstrates the power of collaboration between the private sector, social enterprises, and government,&quot; Tan said. &quot;Together, we can create sustainable solutions that help students learn better and communities grow stronger.&quot;</p><div style="line-height:1"><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/17664707313832025122306128_4_Hope in a Movie Launch_NGS_4556.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Guests enjoy their SnackTime treats as they gear up for the &quot;HOPE in a Movie&quot; launch and the special screening of Avatar: Fire and Ash at SM Cinema Mall of Asia. <em>Photo source: SM Supermalls </em></span></span></span></div><p style="line-height:1">As the campaign moves into the new year, SM Cares invites moviegoers nationwide to join this meaningful movement by choosing SM Cinema—turning movie experiences into real stories of hope for Filipino students. Together, we may transform entertainment into empowerment, because every ticket purchased helps write a bright, HOPE-filled future for the next generation.</p><div style="line-height:1"><br/></div>

<p>Going to the movies has been a long-time bonding tradition of many Filipino families and now it may become more meaningful by being able to help build classrooms.</p>

Going to the movies has been a long-time bonding tradition of many Filipino families and now it may become more meaningful by being able to help build classrooms.

Help build classrooms by watching movies

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Help build classrooms by watching movies

SM Supermalls

Published December 24, 2025 08:52 AM PHT

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