Long term, it opened an additional revenue stream that could executed at scale across all 33 locations. It was something no other restaurant could offer, and helped Studio Movie Grill “seed future customers” for when theaters re-opened. In addition to enjoying the SMG Culinary experience at home, consumers were treated to 2 free movie passes. Within a week of theaters closing, we launched our Studio Movie Grill Takeout and Delivery initiative at 11 locations.

I partnered with the executive Operations and Technology leads to activate a partnership with GrubHub and quickly develop food ordering functionality on our mobile app. Studio Movie Grill Movie Theater Locations Everything you need for Studio Movie Grill. The second step was to act like a restaurant. With each venue having a full kitchen, we had to convince our executive team to look at each location as a restaurant, not a movie theater. The first step was a change in self-perception. Luckily, Studio Movie Grill had a unique advantage, compared to most other movie exhibitors, in that they offered a complete experience, with custom luxury recliners paired with an American Grill menu, full-service bar and in-theater dining. There were no movies, and thus, no ticket sales.Īs their Vice President of Marketing, I was challenged with determining how Studio Movie Grill could generate revenue, keep team members employed and still stay top-of-mind with consumers during theater closures. COVID-19 forced the closure of their 33 locations across 10 states. Like many companies in March 2020, Studio Movie Grill faced a sudden challenge.

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