×
You will be redirected back to your article in seconds

Studio Movie Grill Launches Loyalty Program That Gives Back to Charity (EXCLUSIVE)

Studio Movie Grill, the Texas-based chain best known for its in-theater dining offerings, is unveiling a different kind of loyalty program, one aimed at encouraging customers to get involved in charities.

Dubbed SMG Access, the rewards program works by donating a movie and a meal to a local non-profit program every time guests hit a certain number of points. People who enroll in the rewards program will also earn a $10 coupon when they see a certain number of films. Loyalty programs are standard in the industry — Regal has its Crown Club, AMC has Stubbs — but this one is unique. Unlike other offerings, Studio Movie Grill’s is more weighted towards giving back than offering up cheaper tickets or film memorabilia.

“I was never a big fan of discounting tickets or doing those kinds of programs, but this appealed to me,” said Brian Schultz, the company’s founder. “This lets us open up some hearts and minds and do some good. It allows us to amplify our impact in terms of giving back to the community.”

Studio Movie Grill, which boasts 314 screens in 30 locations around the country, has been testing the loyalty program in certain market in recent weeks. They’re working with several charities, including Camelot Therapeutic Horsemanship, which provides outdoor education to children with disabilities; Mighty Kids, a youth development program; and the Boys and Girls Club.

Schultz started Studio Movie Grill more than two decades ago, but he said he’s always been interested in giving back to the community from his early days as a staffer on Capitol Hill.

“I started in politics with a deep drive to have a positive impact,” he said. “Things changed, but that stayed with me.”

The company has also lined up some studio partners, such as Sony Pictures, which donated 1,500 movies and meals timed to the release of “Hotel Transylvania 3: Summer Vacation” on July 13. It also will work with Lionsgate and is trying to line up additional distributors.

“It’s great to see a loyalty program that gives back to the community,” said Vinele Grana, vice president of worldwide exhibitor partnerships at Sony Pictures Entertainment, in a statement.

More Film

  • Donald Trump Chucky Childs Play

    'Child's Play' Stars on New Chucky's 'Creepy' Resemblance to Donald Trump

    At Wednesday night’s world premiere of the “Child’s Play” remake, it was obvious that evil doll Chucky — the star of seven films over three decades — had a little work done. And now he bears a striking resemblance to Donald Trump. “Oh, you caught that?” Aubrey Plaza asked Variety on the black carpet outside [...]

  • Academy Museum of Motion Pictures Opening

    Academy Museum Opening Delayed Again to 2020

    The opening date of the Academy Museum of Motion Pictures has been delayed again, this time to an unspecified date in 2020. The museum, now under construction at the corner of Wilshire Boulevard and Fairfax Avenue, has long been beset by delays and cost overruns. In December 2018, the Academy announced that it would open [...]

  • Bradley Cooper speaks at the 30th

    Producers Guild Shifts 2020 Awards Show to Hollywood Palladium

    The Producers Guild of America will hold its 31st Annual Producers Guild Awards at the Hollywood Palladium, shifting the site from the Beverly Hilton Hotel. The PGA had already announced that the show would take place on Jan. 18. The organization, which represents more than 8,000 producers, announced Thursday that it has launched a new [...]

  • Adam Driver appears in The Report

    Amazon’s ‘The Report’ Gets U.K. Theatrical Release Ahead of Streaming Launch

    Amazon Studio’s “The Report” will be released theatrically in the U.K. three weeks before it lands on the Prime Video streaming service. The Scott Z. Burns film tells the story of Daniel J. Jones, a U.S. Senate staffer who worked to reveal that truth about an “enhanced interrogation” program run by the CIA in the [...]

  • Elton John performing at Earls Court,

    Elton John Has a Message for Struggling LGBTQ Youth: 'Be Proud of Who You Are'

    Elton John isn’t at a loss for words when asked if he has a message for young LGBTQ people who are struggling with their sexuality or gender identity. In an exclusive interview with Variety at last month’s Cannes Film Festival, just hours before the world premiere of his long-in-the-works biopic “Rocketman,” John spoke candidly about the [...]

More From Our Brands

Access exclusive content