Dinner and a movie is the classic date, but what if dinner runs long and you miss the previews or if it runs short and you end up waiting in an empty theater for the show to start?
With the arrival of Studio Movie Grill (SMG) to the Atlanta area, such date-night snafus can be a thing of the past. The Dallas based chain, which opened its first metro area location recently in Alpharetta on Holcomb Bridge Road, offers moviegoers the opportunity to dine while watching the movie of their choice.
"We are all so busy and rushed," said co-owner Brian Schultz. "It is unfortunate because it doesn't give us a chance to connect." SMG has always had the goal of bringing families and friends together for a stress-free, fun night out, he said.
The idea of serving dinner while watching a film isn't new. SMG has been at it since 2000, and now operates nine locations nationwide. Kansas City based AMC launched Fork and Screen, one of which is located in Buckhead, in 2008.
When they saw what would become the Atlanta area location, SMG planners thought Schultz was crazy. The building was a grocery store that had been empty for 12 years in a tired shopping center that had seen better days. Schultz proclaimed it perfect. "I could picture exactly what it would look like," he said.
The interior, a sharp mix of wood and sleek lighting, offers a full bar at the entrance and a sitting area. When you arrive, the first step is to buy tickets or pick up tickets you reserved online. Take a menu, go to the theater and decide what to order. When you're ready, a red button on the table summons a red-shirted server who takes your order. You dine as the movie plays and runners dressed in unobtrusive black T-shirts duck in and out to serve or clear away items. The bill comes 50 minutes before the show ends.
Over the years, the SMG concept has evolved, Schultz said. The biggest changes have been their ability to deliver fresh (as opposed to frozen) food, offer quality sound and projection and avoid distractions while serving during the film. They made special accommodations for the Atlanta outpost, even negotiating agreements with Coca-Cola instead of the corporate brand PepsiCo.
An upgraded menu with choices ranging from salads to a cheese platter and barbecue chicken pizza changes twice a year. The prices are designed to be in line with casual dining spots, he said. The price of movie tickets is comparable to traditional theater prices, with some special events such as $1 movies for kids, and screenings designated for autistic children. Even the 3D glasses are made of plastic instead of paper.
The smallest details, Schultz said, are about bringing a fun and high-quality experience to each guest. "It's about having that immersion feeling. How can we lose ourselves in the movies?" he said. "Probably with a beverage and something not so good for your waistline."
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