As cinemas around the world face shifting viewing habits and the growing dominance of home streaming, SM Cinema is doubling down on what makes moviegoing special — the actual experience. Rather than simply screening films, the brand is transforming its theaters into destinations designed for comfort, immersion, and meaningful shared moments.
Upgraded Spaces Across the Country
The first wave of enhancements for 2026 begins at SM City San Lazaro, where moviegoers are welcomed into a refreshed cinematic environment. The redeveloped branch now features two Directors Club theaters that offer premium seating and elevated comfort, alongside four newly modernized regular cinemas.
Beyond the screening rooms, the lobby experience has also been reimagined. A redesigned Snack Time area introduces a vibrant Popcorn Bar with a variety of flavors, while oversized themed installations create an engaging, photo-worthy atmosphere even before the movie begins.
The upgrades are not limited to Metro Manila. In the coming months, SM Lanang in Davao and SM City Clark in Pampanga will undergo major technical improvements, including the installation of IMAX with Laser technology. The next-generation system promises sharper images, deeper contrast, and powerful sound precision for a more immersive viewing experience.
“We continue to stand with the film industry in keeping cinema culture alive and thriving,” said Karen Zabaljauregui, Senior Assistant Vice President for Cinema Management. “By elevating the theatrical experience, we want to remind audiences why watching a movie on the big screen remains something truly special.”
Expanding Premium Formats
SM Cinema’s push toward innovation builds on the momentum of its first SCREENX theater at SM Mall of Asia, launched in 2025. The multi-screen format extends the film beyond the front screen onto the side walls, creating a panoramic viewing environment.
More premium formats are expected to roll out in key SM Supermalls this year as part of a broader strategy to offer audiences a range of immersive options tailored to different viewing preferences.
Expansion is also underway nationwide. With new developments such as SM City Zamboanga set to open in March 2026, SM Prime continues to grow its footprint and bring upgraded cinema experiences to more communities.
According to Zabaljauregui, the vision goes beyond technology. “SM Cinema today is a curated space for connection, culture, and entertainment—experiences that cannot be replicated at home. Our goal is to redefine moviegoing through premium formats and more personalized experiences for our audiences.”
Making the Big Screen Accessible
While focusing on innovation and comfort, SM Cinema is also working to keep moviegoing affordable. Through collaborations with major studios, the company continues to offer competitive ticket prices even for highly anticipated releases.
During the Valentine’s season, for example, audiences were able to watch the romantic film The Loved One, starring Anne Curtis and Jericho Rosales, for as low as P275 in Metro Manila and P230 in provincial locations.
Beyond the movie
From upgraded interiors and advanced projection systems to curated lobby experiences and value-driven pricing, SM Cinema’s latest initiatives reflect a clear direction: turning a simple film screening into a complete outing.
In an era of on-demand entertainment, the strategy is rooted in a timeless appeal — the magic of watching a story unfold on a giant screen, surrounded by an audience sharing the same emotions.
With its ongoing upgrades and nationwide expansion, SM Cinema is betting that when the experience feels bigger, richer, and more personal, the big screen will continue to bring people together.
