Ayala Malls upgrades the movie journey with Ayala All Access and Greenbelt revamp

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Moviegoing is getting a strategic refresh at Ayala Malls, as the retailer rolls out its new Ayala All Access platform alongside the reopening of the revamped Greenbelt Cinemas.

The move signals a dual investment in digital infrastructure and physical experience, aimed at strengthening cinema’s role as a lifestyle anchor and social “third space” within its mall network.

At the heart of the upgrade is Ayala All Access, a reworked booking interface designed to streamline the pre-movie journey. The platform offers smoother checkout, cashless payments via debit and credit cards, and the option to add Movie Snackbar items during ticket purchase.

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The integration of concessions into the booking flow creates incremental revenue opportunities while reducing in-mall friction. The emphasis is on intuitive design and speed, allowing customers to move from browsing to confirmed booking with minimal steps.

A cinema positioned as lifestyle destination

On ground, Greenbelt Cinemas has been repositioned as a premium film destination. A fully redeveloped lobby now features a large-scale video wall and upgraded seating areas, setting a tone of comfort and immersion before guests even enter the screening rooms.

The site continues to house Ayala Malls Cinemas’ 4DX theatres, known for multi-sensory motion and environmental effects, as well as the A-Giant screen, described as an immersive display four times larger than standard formats.

Premium formats remain central to the strategy. A-Luxe introduces recliner seating for elevated comfort, while MyCinema caters to private screenings and bespoke events – broadening use cases beyond mainstream ticket sales to corporate bookings and intimate gatherings.

Across auditoriums, enhancements include upgraded wall panels, new carpeting, warmer lighting, and wider all-leather Slider seats (except in 4DX and Cinema 4). The technical backbone has also been modernised with laser projectors and Dolby Atmos sound systems, reinforcing a high-spec audio-visual proposition.

A streamlined ticket booth and refreshed Movie Snackbar with expanded offerings round out the end-to-end experience.

Programming as cultural positioning

Content remains a key pillar. March programming blends global tentpoles with curated local storytelling. Highlights include Jaguar, directed by Lino Brocka, screening as part of the A-Rewind initiative dedicated to digitally restored Filipino classics.

The line-up continues with the A-Exclusive screening of Pose, followed by Oscars Week featuring Best Picture contenders such as Hamnet, alongside animated nominees Elio and Zootopia 2. The calendar also includes FDCP’s A Curation of World Cinemas and Women’s Month screenings of Atsay and ’Merika, both starring Philippine “Superstar” Nora Aunor, as well as the A-Exclusive premiere of Song for Selina.

The programming mix reflects an effort to balance commercial draw with cultural depth – positioning Ayala Malls Cinemas as both entertainment hub and curator.

The combined upgrades underline Ayala Malls’ ambition to sharpen its customer journey while reinforcing its role as a social anchor in urban life.

“Cinema has always been a space for shared emotions, laughter, thrills, and wonder,” said Paul Birkett, chief operating officer of Ayala Malls. “With Ayala All Access and the refreshed Greenbelt Cinemas, we are making the moviegoing journey smoother and more enjoyable, turning ordinary encounters into even more memorable moments for friends and families.”

As mall operators across the region seek to futureproof footfall, Ayala Malls’ approach signals a clear thesis: marry seamless digital access with high-impact physical experience, and turn a simple night at the movies into a reason to linger, connect and return.

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