Despite the fact that industry stories continue to sound the alarm about box office woes, Studio Movie Grill, based in Dallas, says that in 2017 it has experienced major increases in off-peak attendance as well as with smaller films. The company credits MoviePass for much of that success
"MoviePass has enhanced our ability to open hearts and minds by providing a no risk vehicle for moviegoers to sample movies they might not otherwise see,” said Studio Movie Grill founder and CEO Brian Schultz. “SMG was amazed to learn that in some cases, as with Lady Bird, MoviePass generated a double-digit percentage of total attendance. We are in the business of creating the habit of movie going and we are excited to be an early adopter of MoviePass."
The largest gains SMG has seen from the program have been in driving attendance to off-peak times and bringing audiences in for a wider range of movies. In some cases, a monthly even weekly habit is created on the price point offered. Thus, MoviePass caters to the viewing habits of SMG's loyal guests and prides itself in producing theater attendance increases month over month from subscribers.
In 2016, Studio Movie Grill created a strategic relationship with MoviePass to assist in driving traffic into its theaters. On the anniversary of that partnership, SMG is delighted to announce that it will finish the year with both positive comp store attendance and sales. The company considers its success to have been bolstered by its partnership with and early adoption of MoviePass, coupled with the growth of the in-theater dining concept and service model.
"The MoviePass subscription-based model can be an integral part of the future of the exhibition business and we are excited to have been the leader in implementing the model in our theaters," said Ted Croft, CFO, Studio Movie Grill. "As a conscious business, it is important for SMG to be focused on being actively involved as a partner in innovative steps towards enhancing the future of movie going and to supporting our stakeholders."
Studio Movie Grill studiomoviegrill.com