Boxoffice Pro—Q4 2021

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“Storytelling has remained the constant throughout this business. The thing that’s always changed this business is technology.” As you do customer research and think about adjustments to your business model, are you coming to any conclusions about programming? I’m thinking specifically about nontentpole content, whether they’re mid-budget films or alternative content. What role will that play in SMG moving forward? T.H. We are always experimenting and trying out different forms of alternative programming. We have, from very early on, been big supporters of Funimation, and we’ve seen them rise in success. We used to do a lot of music alternative programming. The problem that we’re having post-pandemic is that we’re not really being offered that type of content at the moment. But if it was being offered, we would be putting it out there in the marketplace and playing it. So alternative programming is very important to us. Turning back to the question about the big films and the mid-range films, it depends on what you mean by “mid-range film.” One of the conversations happening in the public sphere in this businesses is that people are only going to come out for the Black Widows, you know, things that have to be seen on a big screen. And I’m going to push back on that. I’m going to say, the best way to experience a great story is in a dark room with a bunch of strangers. The Black Widows of the world, the No Time to Dies of the world, that’s one thing. But a comedy is a lot funnier when you’re with a hundred people laughing. A horror movie: everyone being scared at the same time, everyone taking that big intake of breath. A drama. It’s better when you hear everyone silently crying in their seats, trying to pretend they’re not crying. That’s how you’re meant to experience a movie. Storytelling has remained the constant throughout this business. The thing that’s always changed this business is technology. We’ve had this influx of streamers. But you go back and think about 1920s radio, 1950s TV: How did that change how things were shown in movies? The introduction of the VHS tape, DVD, now streamers. That definitely changed the way that people are consuming at home. But the story that I’m telling myself about home consumption is that streaming is merely people converting from DVD into streaming. We still have that block coming into the movie theaters and wanting to have that experience. The customer base is still there. Coming off that idea of storytelling, my final question: As the industry comes out of a challenging year and a half, and as SMG emerges from its own particularly transformative time, what is the story of Studio Movie Grill going to be? T.C. My initial gut reaction is: We made it. We survived. And we’re still here. We were a great brand going in, and we’re a great brand coming out. And the SMG story is not done. I said it earlier: We’re not here just to maintain. We’re here to continue the story. As we grow, it creates opportunities. Just recently, we’ve had some well-earned internal promotions that have happened. People that stuck with us during this pandemic have been promoted into leadership positions. That’s the stuff that keeps us going. Those are the stories that we love—that the folks that have stuck with us are going to be rewarded because we have a brand that’s going to survive. To see people exceed and enrich their own lives gives us a lot of satisfaction as a leadership team. We’re not done. We’re still here. And the story continues. Q4 2021 69 64-69_THEATER-SMG-Croft.indd 69 17/09/2021 08:53
BOXOFFICE BAROMETER 2021 Honoring Excellence in Theatrical Exhibition Boxoffice Pro is reviving its iconic Boxoffice Barometer readers’ poll, a popular annual feature of our magazine for decades, in which exhibitors vote on the best achievements in the industry. In this newly revamped edition of the Barometer, representatives from over 50 exhibition circuits around the world voted online to select the most important and influential contributions to the exhibition industry in 2020. Boxoffice Pro will be featuring profiles of each honoree in our print editions throughout 2021. 70 Q4 2021 70-73_BAROMETER.indd 70 16/09/2021 12:06
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Boxoffice Pro—Q4 2021

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