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BAGUIO CITY, Philippines – At the cinema lobby of SM City Baguio on Saturday morning, April 26, a different kind of excitement filled the air, a mix of laughter, quick footsteps, tapping canes on the floor, and the buzz of eager conversation.
For many of the blind and visually impaired participants, it wasn’t just another mall event. It was history. For the first time, they would experience a Filipino movie, inside an actual cinema, made fully accessible through Audio Description (AD).
“I’m really excited. Noon, Netflix lang. Ngayon, sinehan na! (Before it was just Netflix, now we’re in a cinema!),” said Brian Serrano, 30, of San Juan, La Union, grinning.
Like many others who came, he first heard about the event through the HIRAYA Collective for the Blind.
Firefly, the 2023 Metro Manila Film Festival (MMFF) Best Picture, was about to roll, not just with the usual dialogue, but with rich narrations woven into the gaps: describing the sunset over the sea, a mother’s bittersweet smile, a boy’s hopeful glance toward a distant island.
This was not a pity project.
This was about rightfully claiming a seat at the table, and in the cinema.
Cinema for all
Launched by Project ADAM (Audio Description Awareness Movement), a coalition of 14 blind organizations, this nationwide campaign aims to make movies truly inclusive.
It’s the first time a Filipino film has been screened in cinemas with Audio Description, a game-changer that makes visual storytelling accessible for audiences who are blind or visually impaired.
“Movies and media should be for everyone, regardless of ability,” said Project ADAM convenor Ronnel del Rio, himself blind.
“This is not just a one-time thing. This is a movement to push for legislation and normalize accessibility in Filipino media.”
The screening was made possible through a powerhouse collaboration: SM Cares, GMA Pictures, GMA Public Affairs, Hit Productions, The Nippon Foundation, CBM Global, Overbrook School for the Blind, Beneficent Technology (Bookshare), ICEVI, and Quantum Post.
For many in the crowd, it was their first time watching a movie in real-time, alongside others, and fully understanding the scenes.
Jairel Mina, 29, who came from Dagupan three hours away, couldn’t hide her hope: “Sana simula pa lang ito. Sana susunod, lahat ng sinehan, ganito na rin.”
(Hopefully, this is just the beginning. Hopefully, all cinemas will have this as well.)
At the event, SM City Baguio mall manager Philip Sin Baysac shared why this milestone matters: “Dito sa SM City Baguio, naniniwala kami na ang panonood ng sine ay para sa lahat. Hindi lang ito tungkol sa pelikula, kundi sa paglikha ng isang mas inklusibo at maunawaing mundo kung saan lahat ay may puwang.”
(Here in SM City Baguio, we believe that movie watching is for everyone. It’s not just about the film, but also about creating a world of inclusivity and kindness, where everyone has a space.)
He added that this wasn’t a one-time effort: “Hindi lang ito isang beses na movie screening. Ito ay bahagi ng mas malaking hakbang upang gawing mas accessible ang SM para sa lahat.”
(This is not just a one-off movie screening. This is part of a big step to make SM more accessible for everyone.)
Baysac said there will be a culminating event at SM Megamall on August 2, a part of the White Cane Safety Day.
His words echoed what many participants were already feeling: a powerful sense of being seen, heard, and welcomed, not just today, but moving forward.
Beyond the screen
Audio Description (AD) isn’t just a technical add-on. It’s a bridge to cultural life, human connection, and even literacy development, especially for those with disabilities like visual impairment, autism, and learning differences.
Dr. Eva Marie Wang, co-convenor of Project ADAM and lead for the Firefly AD process, explained: “It was a long journey — choosing the right film, creating the AD script, reviewing everything — but today proves it’s worth it. We hope this sparks even greater empathy, better policymaking, and deeper collaboration across industries.”
Project ADAM is also lobbying for the Audio Description Bill, a landmark proposal that would require entertainment, media, and public cultural events to offer AD as a standard, not a special favor.
First steps, bigger dreams
The Firefly nationwide screening schedule continues:
- March 22 – SM Calamba, SM Davao, SM Legazpi
- April 26 – SM Baguio, SM Cebu
- August 2 – SM Megamall (White Cane Day Celebration)
For now, the smiles, tears, and excitement of the audience in Baguio say it all:
This is not just about watching a film. It’s about seeing, with heart, mind, and dignity, and knowing you belong. – Rappler.com
Join the movement: email projectadam.philippines@gmail.com
Contact: Ronnel del Rio (convenor) – 0917-184-8740, ronnel@samobile.net | Eva Marie Wang, PhD (co-convenor) – 0908-471-0296, cvamariewang2023@gmail.com
