Movie theater chains – even small ones – typically have no problem selling tickets on the opening weekend of a big movie. But how can they put butts in seats the rest of the month? Studio Movie Grill, a small Dallas-based chain that opened an outlet in October at the Simi Valley Town Center, is trying to answer that question by offering alternative screenings throughout the month. And some of those screenings aren’t even movies; last month it participated in a worldwide interactive video game event. The event was hosted at theaters around the world by Super League Gaming Inc. and welcomed kids ages 6 and up to come together and socialize while playing a customized Minecraft superhero game called “Rise of Heroes” on the big screens. “Gaming has become very popular and (Super League Gaming) is a way to bring a young audience together,” said Lynne McQuaker, director of alternate programming at Studio Movie Grill. “Where they may not come in to see a movie, they’ll come to play games on the big screen.” Super League Gaming is a four-session event that takes place at theaters all over the globe. Gamers play on their laptops and can view the game on the big screen. The last session at the Simi Valley theater took place on May 21, and McQuaker said nearly 30 kids in the area signed up to participate. The ticket-selling campaign doesn’t stop there. The theater chain also offers weekly alternate screenings such as Girls Night Out and Date Night showings at a discounted price. “I just think there are some fun things out there and we’re missing opportunities when we don’t jump on them,” McQuaker said. Just this month the Studio Movie Grill in Simi Valley celebrated the 30th anniversary of Tom Cruise’s film “Top Gun” with a special screening on May 16 with more than 70 people in attendance. And in April, in honor of the performer Prince, who died April 21, the chain hosted special “Purple Rain” screenings at all of its theaters. Studio Movie Grill is a dine-in theater that was founded in 2000 and has 24 locations in 10 states – including a second California location in Rocklin. The company markets its alternate screenings through its website and social media channels. It has roughly 270,000 followers on Facebook and 11,000 on Twitter. “I think when it’s a very quick turnaround (like the Purple Rain screening) some of the more traditional means of marketing just don’t allow you to get the word out,” McQuaker explained. “We have a terrific team so they can put the info on the website (and social media) pretty quickly.” – Champaign Williams
Big-Screen Games Fill Cinema Seats
