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Manila Bulletin devider Entertainment devider Movies and TV devider Upgrading it all for you: SM Cinema levels up the big screen experience with 2026 theater upgrades and more

Upgrading it all for you: SM Cinema levels up the big screen experience with 2026 theater upgrades and more

Published Feb 19, 2026 10:33 pm
One of the new Directors Club cinemas at SM City San Lazaro.
One of the new Directors Club cinemas at SM City San Lazaro.
SM Cinema, the largest film exhibitor in the Philippines, is on a mission to win the public's hearts to watch more movies in cinemas by upgrading its theaters – one of its many plans to keep cinemas in the country alive and thriving.
'The Loved One' star Jericho Rosales poses with moviegoers at the redeveloped SM Cinema in San Lazaro.
'The Loved One' star Jericho Rosales poses with moviegoers at the redeveloped SM Cinema in San Lazaro.
In an era where movie theaters worldwide are seeing a decline in attendance, SM Cinema is rising to the challenge by innovating the theatrical experience for moviegoers, making it a curated space for leisure and shared connections.
Premier redevelopments: From Luzon to Mindanao
SM City San Lazaro moviegoers can check out the upgraded Snack Time counter featuring a Popcorn Bar.
SM City San Lazaro moviegoers can check out the upgraded Snack Time counter featuring a Popcorn Bar.
Kicking off the nationwide rollout of theater upgrades this 2026 is the newly redeveloped SM Cinema San Lazaro, which now features two Directors Club cinemas for those seeking premium comfort alongside four modernized Regular Cinemas. SM Cinema San Lazaro now also has an upgraded Snack Time counter with a colorful, mouthwatering popcorn bar, as well as larger-than-life installations in the cinema lobby.
The supersized installations at the redeveloped SM Cinema San Lazaro branch.
The supersized installations at the redeveloped SM Cinema San Lazaro branch.
The innovation continues in the provinces, with SM Lanang in Davao and SM City Clark in Pampanga slated for major technical hauls. Both locations will soon feature IMAX with Laser, a next-generation technology that delivers crystal-clear images and heart-pounding precision audio for an immersive experience.
“We stand united with the movie industry in keeping Philippine cinemas vibrant and alive. That’s why 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,” Karen Zabaljauregui, SM Cinema Senior Assistant Vice President for Cinema Management, said.
What’s next: A 'maxed out' cinematic experience
With the launch of the country’s first SCREENX theater at SM Mall of Asia in 2025, upgrades in San Lazaro, and IMAX transitions, SM Cinema prepares to introduce even more diverse cinema formats to audiences across the country at premier SM Supermalls this year.
New cinemas are also launching soon as SM Prime introduces more SM Supermalls nationwide, including SM City Zamboanga, which is opening this March 2026.
“SM Cinema is more than just a theater operator. We are a curated space for connection, culture, and entertainment that can’t be streamed. Our goal now is to provide our cinemagoers with premium cinema formats and redefine the cinema experience through personalization,” Karen added.
Big screen magic at unbeatable prices
'The Loved One' star Jericho Rosales at SM Cinema’s San Lazaro branch.
'The Loved One' star Jericho Rosales at SM Cinema’s San Lazaro branch.
Beyond the promise of a “maxed out” experience in the theaters, SM Cinema continues to find ways to champion accessibility. Through strategic partnerships with major studios, SM Cinema offers premium entertainment at affordable prices.
In fact, this Valentine’s season, fans can catch the highly anticipated romantic film “The Loved One,” starring Anne Curtis and Jericho Rosales, for only P275 in Metro Manila and P230 in provincial locations at SM Cinema.
From immersive sound and larger-than-life visuals at SM Cinema, to curated moments before and after the film, expect a fully maxed-out movie experience—one that turns a simple screening into a shared, unforgettable adventure at your most loved SM Cinema branch.
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