As global cinema chains grapple with declining attendance, SM Cinema is rolling out a nationwide upgrade program aimed at drawing Filipino audiences back to the big screen.
The country’s largest film exhibitor announced a series of theater redevelopments across Luzon and Mindanao this year, beginning with the reopening of its revamped branch at SM City San Lazaro. The site now houses two Directors Club cinemas designed for premium viewing, alongside four modernized regular theaters. The location also features an upgraded Snack Time counter with a redesigned popcorn bar and new lobby installations.
SM Cinema said similar technical upgrades are planned for SM Lanang and SM City Clark, both of which are set to introduce IMAX with Laser technology. The system promises sharper images and enhanced sound quality as exhibitors worldwide invest in immersive formats to compete with home streaming.
“We stand united with the movie industry in keeping Philippine cinemas vibrant and alive. We are committed to elevating the big screen experience to remind audiences why watching a movie in a cinema remains truly special and worth it,” said Karen Zabaljauregui, senior assistant vice president for cinema management at SM Cinema.
The upgrades follow the 2025 launch of the country’s first SCREENX theater at SM Mall of Asia, a format that projects scenes onto side walls for a 270-degree viewing experience. The company said more specialized formats are expected to debut in select SM Supermalls this year.
Expansion is also underway, with new cinemas opening in upcoming mall developments, including SM City Zamboanga, scheduled to open in March.
Alongside technical enhancements, SM Cinema said it continues to offer promotional pricing through partnerships with major studios.
During the Valentine’s season, tickets for the romantic film The Loved One, starring Anne Curtis and Jericho Rosales, are priced at P275 in Metro Manila and P230 in provincial branches.
Zabaljauregui said the company’s goal is to position its theaters as “a curated space for connection, culture, and entertainment that can’t be streamed,” as it seeks to redefine the local moviegoing experience.
