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The Philippines’ 7th IMAX Theater opens at SM Aura Premier

SM Aura Premier IMAX Theater Opening


Last May 17, 2013, I was invited for the Philippine’s 7th IMAX theather, it was at the newest mall in town, SM Aura Premier. I was really lucky to be part of the guest list for this event. I thought I will considered as guest though.  :he: I will share my experience later at the end of the post.


SM Cinema Aura is set to redefine entertainment as it becomes one of the most anticipated features in the new SM Aura Premier. Unveiling on May 17, 2013, SM Cinema Aura houses two Director’s Club Cinemas with 48 seats each, a perfect venue for small gatherings and corporate events, and two digital theaters equipped with Dolby Atmos, a revolutionary sound technology that uses overhead and surround speakers, for a natural and a more realistic sound experience.

The main highlight of SM Cinema Aura is the IMAX Theater, the 7th of its kind in the country, and the 4th in Metro Manila. The theater is designed to fill one’s field of vision and engulf one in cinematic surround-sound that is so powerful it’s almost tangible. Its features include a slightly curved movie screen that is several times larger than a standard theater screen, and seats that are angled for an unobstructed movie viewing.
SM Cinema Aura also includes a Snack Time outlet for delicious gourmet snacks one can bring inside the cinemas. Moreover, with SM Cinema e-PLUS Card loaded with VIP privileges, special promos, seasonal offers, quarterly raffles, and invites to exclusive events, movie-watching at SM Cinema Aura can be more fun, rewarding, and convenient.


The Fort’s latest attraction. SM Aura Premier is built to amaze with its world-class architecture. The new lifestyle hub is designed by Arquitectonica, a Miami-based architectural firm whose works span several continents from the City of Dreams in Macau to the Festival Walk in Hong Kong, from the Four Seasons in Dubai to the NASA Columbia Memorial Space Science Learning Center in California. The architectural firm is also the designer of SM Mall of Asia, Mall of Asia Arena, and the upcoming SM Tianjin. Moreover, the elegant and luxurious interior of SM Aura is by EDGE Design, a firm based in Sydney, Australia. Mall goers are definitely going to admire the sophisticated style and ambiance that SM Aura brings.


SM Aura Premier is located at 26th Street corner McKinley Parkway, Barangay Fort Bonifacio, Taguig City.

(Source: Press Release)


During that day, I was on duty in my work as a Student Marketing Assistant in UST. So from UST, I commuted all the way to Bonifacio Global City. I left at 12:05 noon and arrived at the venue at 3:15 PM. There was traffic in every where I passed. Add the fact that it was the first day SM Aura Premier opened the mall to the public, and the fact that it was also a Friday. I didn’t expecting it will take me three hours, I expected it to be at least 1 hour at most. The worst part is, I was not treated well by the staff when I arrived. They didn’t want me to go in, and when I told them nicely, that I was on the guest list and my daughter is already there waiting for me, the staff replied, “Mag-antay ka na lang  jan sa labas. Patapos naman na ang movie.” (Wait outside since the movie is about to end.) I was never been treated that way in events, especially, I am not a gatecrasher in the event, I have a slot for the movie.  :41: I waited for the PR, and when she arrived, I talked to her that those people won’t let me in. Gladly, the PR let me in and gave me the lootbag and PR kit. But when I got inside the theater, even the staff there were questioning me, like where did I get the loot bag, I told her I was invited and was on the guest list, and she insisted on asking me where I got the bag! She even called her superior! I was really frustrated on how I was treated that day. In fact, I really cried. I was on the guest list but was treated like a gatecrasher. 🙁 Anyway, I know this is not the PR’s fault, and I’m over it. I just enjoyed the movie.

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