By John Legaspi
Now ranking as the second-highest grossing film of 2019, The Lion King still captured the hearts of its 1992 version fans and gained new ones with its revival. And sharing the tale of the lost cub was SM Cinemas through its partnership with SM Cares, bringing kids their families from Payatas to a special screening of The Lion King at SM North EDSA with the help of Disney’s local distributor Press Play Philippine Inc.
“We always ensure that our corporate social responsibility activities serve catalyst for positive change in beneficiary communities,” said Ruby Ann Reyes, SM Cinema vice president for Corporate Marketing. “For this occasion, we take a simple yet a significant one to enrich Payatas families’ lives through a wholesome bonding activity.”
A first on the roster of plans they have, SM Cinema and SM Cares aimed to welcome more people to theaters and let everyone experience the magic of movies with its “reel to real” campaign.
“When you look at the kids right now, especially coming from a less fortunate family, they don’t really have the means to watch movies at home or at cinemas. For a family who has very little income, they would rather spend it on their basic needs. Sharing them the blessing of witnessing a big film like this is a way for SM to giving back to the community.”
SM Cares is the corporate social responsibility division of SM Foundation. Their programs have several focuses including persons with disabilities, children and youth development, women and breastfeeding mothers, overseas Filipino workers, senior citizens, social entrepreneurship, environmental sustainability, disaster resilience, and green campaigns.
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