Filipino moviegoers can now transform their entertainment experiences into tangible support for education through a groundbreaking nationwide initiative. SM Cares, the corporate social responsibility arm of SM Supermalls, has launched the "From Reel to Real Stories: HOPE in a Movie" campaign, which directly channels funds from cinema ticket purchases toward building much-needed public school classrooms across the Philippines.
Turning Entertainment into Educational Support
The innovative campaign officially commenced on December 18, 2025, through strategic partnerships with the Department of Education (DepEd) and Generation HOPE. This collaboration represents a significant step in addressing educational infrastructure gaps while engaging the public in a meaningful cause. For every movie ticket purchased at SM Cinema locations nationwide, including the prominent SM Cinema Lanang branch, a dedicated portion of P5 will be systematically allocated to classroom construction projects.
Accessible Participation for All Moviegoers
Participation in this philanthropic endeavor has been designed for maximum accessibility and convenience. The initiative applies universally to all SM Cinema tickets regardless of purchase method—whether acquired through traditional ticket booths, automated kiosks, or digital online platforms. Furthermore, the program encompasses all movie formats available at SM Cinemas, ensuring that every film enthusiast can contribute seamlessly to this educational mission.
Over a carefully planned three-year implementation period, these accumulated contributions aim to fund the construction of ten complete public school classrooms. This systematic approach ensures sustainable impact and measurable progress in enhancing educational facilities for Filipino students.
Building on a Legacy of Educational Support
SM Foundation, the philanthropic arm of the SM group, brings substantial experience to this initiative, having already constructed 403 individual classrooms and donated 116 complete school buildings throughout the country. Beyond physical infrastructure, the foundation has established digital learning hubs equipped with modern technology including computers, smart televisions, and essential educational software to strengthen digital literacy among students.
A Call to Action for Nationwide Participation
As the "HOPE in a Movie" campaign gains momentum, SM Lanang extends an invitation to movie enthusiasts across the Philippines to join this transformative movement. By consciously choosing SM Cinema for their entertainment needs, Filipinos can actively participate in creating real stories of hope and opportunity for the nation's students. This initiative demonstrates how corporate social responsibility programs can creatively engage communities while addressing critical societal needs through everyday consumer choices.
