No one goes to the movies anymore, yet this theater is expanding. Here’s why.
You may be old enough to remember flipping to the movie section of the newspaper to get the theater times as you were planning your Saturday afternoon. Or maybe your first movie planning was through Fandango (now 20 years old, if you can believe that).
Growing up, going to the movies was an experience like none other. There was nothing quite like dipping buttered hands into a giant shared tub of popcorn (sharing is caring when it comes to pre-teen germs). Candy was more exciting when it was packaged in a box. When we were kids, even Coke somehow tasted better at the movie theater.
Over our lifetimes, movies have been a Christmas Day tradition for some, a rainy day go-to for others. Action flicks, Star Wars, special effects were all must-see-in-the-theater occasions.
Yet, we rarely see films in the theater these days. A June 2019 survey revealed only 14 percent of adults see a movie in a theater once a month. Almost half of us only go about once a year.
It could be that it’s tough to wash down that $8 popcorn with that $6 Coke, not to mention the average movie theater ticket cost was more than $9 in 2018.
Yet, this is not an article about no one going to the movies anymore. On the contrary: Studio Movie Grill, rated consistently as one of the fastest growing companies in the U.S., has opened its second Charlotte location.
How is Studio Movie Grill growing?
SMG started in 1998. The company announced an expansion in June after receiving a $100M capital investment in April. This expansion is adding 50 new screens to an existing 333 screens in 10 states, including its new Charlotte spot.
SMG’s first Charlotte location opened in 2013 at Epicentre in uptown. The second one, at 5336 Docia Crossing Road off Prosperity Church Road in Prosperity Village, opened in December with 10 screens and 1,022 luxury recliners.
What makes this theater worth putting on pants for when the Netflix queue is always so high? (Looking at you, unwatched episodes of Schitt’s Creek, You and all the yet-to-be released binge-worthy favorite coming later this year.)
CharlotteFive decided to find out. We headed over to SMG’s media day on a rainy Monday afternoon and immersed ourselves in the experience.
“The short answer is we are an entertainment experience,” Jenelle Zadik, area director for Studio Movie Grill, told CharlotteFive. “We know people will stay home and watch ‘Iron Man III’ for the fourth time. But there’s something really cool about going to see a movie in a theater. You really have this unique experience where people get together around cultural events and story experiences. We get to really combine all of that in this space where you get to share food and wine with people you care most about.”
Here are the 5 reasons to get off the couch and go see a movie:
(1) Luxury recliners
You’ve got a built-in tray table. You’ve got the ability to recline. With more than 1,000 of these spots at the new SMG, you don’t even have to get there early to get a good seat — they are all good seats (shown at top).
(2) American Grill menu
Popcorn and candy are fun, but dinner and a movie are even better. Pick your luxury seat, press the service button on the tray table, then a server will come to take your order. It’ll all come to you, and you’re not stuck with the unhealthy extra buttered popcorn, candy and soda. Look for Impossible Burgers and hummus instead.
Our favorites: Heirloom Tomato Avocado Toast with grilled onion, avocado spread on toasted flatbread with radishes, tomato and arugula ($10); or the Sesame-Seared Ahi Tuna Bowl (shown below) with Seared Ahi Tuna, Edamame, Mango, Sesame Slaw, Forbidden Rice, Crispy Wontons and Sesame Lime Dressing ($15).
The menu changes twice a year. Pro tip: Show up 20 minutes early so you can order before the movie starts. You can even order your second drink and dessert ahead of time, and your server will stagger your courses.
(3) Craft cocktails
“I guess maybe their secret is booze?” CharlotteFive’s Heidi Finley wondered aloud as we speculated about SMG’s success. She’s onto something here. Order a Cruzan Mango Mojito (Cruzan Mango Rum, fresh lime juice, strawberries and mint ($10).
Three taps are reserved for local craft beers. SMG offers its own wine — and wine specials.
(4) Join your fellow movie critics in the bar, post-show
If the movie was good, you’ll want to talk through all the plot points with your friends and strangers alike. You all just experienced something great together, so you don’t want to go straight home after. If the movie wasn’t good, well — the booze will be flowing for you then, too.
Even if you don’t have time for a movie, swing in for dinner. If you work remotely, visit for the free WiFi and comfy booths and eat lunch while you make your latest deadline.
(5) The experience itself
When you’re at home, the distractions of life tend to take over. Does anyone else pause their favorite shows to check a quick email or try to multitask by sorting the laundry while watching the latest Amazon Prime release? While we’re all busy and sometimes the movie needs to serve as background, that shouldn’t always be the case. Slow down and go to the movies and immerse yourself in the magic every once in a while. You have a couple of hours to spare for the sake of experience, even if it doesn’t feel like you do.
Special needs screenings are also offered once a month, with sensory awareness: the lights are up and the audio is down.
That notion of experience seems to be the main driver of SMG’s success. The company is focused on keeping the exhibition industry and theatre-going alive and thriving, Brian Schultz, Founder and CEO of SMG, told CharlotteFive. “We can say success comes from our warm and welcoming spaces, luxury recliners and the ability to order fresh, made-to-order food and drinks served at your seat. What better way to bring a family or group of friends together than over an epic story and made-to-order food?” he said.
“But I think the real secret to our success is our sense of community. Our community outreach, sensory friendly screenings, donated film events and Movies + Meals screenings truly help us with our mission to open hearts and minds one story at a time,” Schultz said.
“People get off the couch to be with other people, to help other people, to enjoy each other’s’ company. We are here to be that community gathering place.”
This story was originally published January 14, 2020 at 5:30 AM.
