Even movie theaters need facelifts: we give an inside look at the rebirth of Greenbelt 3 and Glorietta 4’s iconic cinemas.
When I look back on the days of yore (truthfully, it wasn’t that long ago, but I’m a dramatic millennial), moviegoing was all the rage. Social media was in its infancy, streaming services had yet to exist, and there was no such thing as designer coffee shops. Back then, the best way to spend your free time was hitting up the theater and getting lost in the magic of movies. And the pinnacle of it all in the Philippines? The luxury theaters located inside the premier Makati malls, Glorietta and Greenbelt.
Fond memories flow through my mind, including scenes of large barkadas lining up for tickets to watch the latest blockbuster. If you were in Glorietta, you might stop by the Wendy’s near the cinemas before the movie, picking up a burger, fries, and your favorite Frosty. In Greenbelt, you’d probably grab a Jamaican Pattie and your favorite lemonade from that beach-inspired stall—whose name, to be honest, truly escapes me right now.
Last year, both the iconic Glorietta 4 and Greenbelt 3 cinemas closed down as part of Ayala Malls’ efforts to revamp and usher its shopping centers into the modern age. It was the end of an era. Moviegoing in these beloved spaces, at least, in their original forms, became but a memory overnight. Still, movie theaters need facelifts, too; both have finally reopened, and they’re actually better than ever. It’s time to return to the Makati cinemas, now new and improved, offering everything from pristine cinematic technology to truffle popcorn. Let’s take a look at both, shall we?
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Back To The Future Of Cinemas
Glorietta made its comeback late last year, saying goodbye to decades of patronage from staples like Starbucks, Wendy’s, and Jamaican Pattie, longtime neighbors of the theater that’ve been there longer than most Gen Z kids have been alive.
I loved the Glorietta cinema. Its isolated location on the top floor felt like you were entering a special cinematic zone. Inside the theaters were dusty, framed movie posters from the 1990s, which were incredibly awesome and instantly put you in the mood as a cinephile. Turn your attention to the left, and you’d see the cast of The Matrix looking cool in black leather. To the right, Austin Powers with his infectious grin, complete with the signature blue velvet suit and white ascot. Plus points went to the cinema’s proximity to Glorietta’s massive food court. If you weren’t feeling Wendy’s that day, you could easily run downstairs and grab something else in between showings. The pre-movie ritual was part of the magic.
While those days will surely be missed, I’m happy to report that Glorietta 4 Cinemas remains as charming as ever, even as it steps into a sleeker, more modern era. The ultra-high ceilings of the lobby are now fitted with a massive 300-square-meter, 13K-resolution LED screen (one of the country’s largest), and it truly leaves you in awe, like Marty McFly stepping into the future for the first time. This larger-than-life canvas gives the whole cinema a vibrant energy. Where vintage posters once set the mood, this giant screen now immerses you even further, flashing movie trailers that invite patrons back into the magical world of film.
The theaters themselves are spacious and comfortable. Gone are the too-close-for-comfort chairs, replaced with better spacing and generous legroom. Classic halls are now equipped with newer technologies: immersive Dolby Atmos sound and cutting-edge laser projection that delivers stunning image quality.
They’ve also stepped things up with the launch of the new A-Luxe Cinema: a heightened, more exclusive, and intimate option with only 60 motorized recliner seats. Each comes with a personal tablet, USB charging port, and generous 701 mm seat width for full comfort. And with the food court still downstairs (now with even more options), I’m happy to say that Glorietta 4 Cinemas remains a go-to destination to chill and watch films. Some things change; thankfully, the magic doesn’t.
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Art Deco Gold And Truffle Popcorn, Oh My!
A stone’s throw away is Greenbelt, home to the Greenbelt 3 cinemas, once the place to be seen with your childhood friends on a clean, fun Saturday night. You’d buy your tickets on the lower floor, surrounded by tempting food options and an arcade, then hop on the escalator, which would take you all the way to the top of the building that houses those wonderful theaters.
Greenbelt had a slightly more serious vibe than Glorietta. It featured several small food stands, a snack bar, and a grand hall lined with movie posters and dramatic hanging chandeliers. It felt grown-up, and it was the premium movie experience of its time, making barkada outings feel extra luxe. You could dine at one of the many restaurants in the mall before or after the film; alternatively, you could also spend way too much money at the Timezone just downstairs. When it closed, a wave of wistfulness hit an entire generation who planned their movie days and dates around Greenbelt’s screenings.
This month, Greenbelt 3 finally reopened, reintroducing its reimagined cinemas with flair. The space debuted to a select group of media friends with a special premiere screening of Emerald Fennell’s “Wuthering Heights” (which one Lifestyle Asia writer reviewed here in all its horny glory).
While the event was meant to show off the cinemas to members of the press, they had every reason to be proud. The newly refurbished space is dripping in gold, accented with details that harken back to Art Deco and sleek amenities for the modern audience. Like Glorietta, Greenbelt now features a massive video wall, perfect for immersive trailers and visual storytelling. The new ticket booth, reminiscent of rounded 1950s counters, looks cool, streamlined, and contemporary. It feels like you’ve entered a made-up, timeless world where different generations meet.
Now, we truly need to take a moment to talk about The Movie Snackbar. It’s not just the updated design of the space that makes it impressive: it’s the popcorn. I loved the Greenbelt-exclusive flavors: Truffle Parmesan, Smoked Gouda, and Salted Caramel. Their aromas waft through the air, and honestly? I’d go there just for a snack even without watching a movie. Not craving popcorn? Don’t fret. Other food options range from refined Mamou bites and Carmen’s Best ice cream to comfort favorites like the classic Potato Corner stall.
The theaters themselves follow the same design language as the lobby. The walls are lined with stylish panels featuring Art Deco patterns. Fresh carpeting and cozy, atmospheric lighting complete the mood. The seats are large leather recliners with generous spacing, so far apart from the rows behind them, you won’t feel even slightly shy about fully reclining and settling into your most comfortable position.
And don’t worry, they haven’t forgotten the technical upgrades. Like Glorietta, every cinema is equipped with Dolby Atmos sound systems and high-definition laser projection for crisp visuals. Then, there’s also MyCinema, which offers a private screening space you can rent for intimate viewings. Though what truly sets Greenbelt apart now is its new 4D cinema: an immersive, multi-sensory moviegoing experience that makes you feel like you’re inside the world unfolding onscreen. (Side note: I watched 1982’s Poltergeist in 4D during its re-release a few years ago… it made for a truly memorable viewing, but also quite a funny one—imagine the chair shaking whenever a ghost would run amok.)
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Nostalgia With No Regrets
It’s a wonderful thing to see places evolve, and to still be young enough to enjoy that evolution. Nostalgia is fun when there’s nothing to regret. And while I’ll always miss the old-school charm of Glorietta and Greenbelt’s former theaters, it’s exciting to think about all the things I’ll be watching in their newly renovated Churches of Cinema.
To be immersed in new worlds, to meet new characters, to disappear from the hectic pace of real life for two hours, is already a luxury. But the fact that the cinemas themselves, along with their amenities and delicious food options, feel just as indulgent? That’s simply the truffle on top of the popcorn.
Photos courtesy of Ayala Malls Cinemas
