Letting people contribute to a meaningful change by going to the theaters.
Last Wednesday, December 18, SM Supermalls’ social responsibility arm SM Cares launched its new nationwide campaign called From Reel to Real Stories: HOPE in a Movie with a special screening at SM Cinema Mall of Asia.
Through this initiative, which is the company’s partnership with 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.
It will apply to all SM Cinema tickets, including those bought at ticket booths, kiosks, and online and across all formats nationwide.
Steven T. Tan, President of SM Supermalls, shared, “This campaign is built on a simple yet powerful idea: when people watch a movie at SM Cinema, they’re not just enjoying entertainment—they’re helping create real opportunities for Filipino students by turning movie moments into classrooms.”
He furthered, “This partnership demonstrates the power of collaboration between the private sector, social enterprises, and government,” Tan said. “Together, we can create sustainable solutions that help students learn better and communities grow stronger.”
With HOPE in a Movie, Generation HOPE will bring its experience in building classrooms, while DepEd ensures that school sites and facilities meet educational standards and address priority needs.
Meanwhile, the group’s very own SM Foundation, to date, 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.