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SM opens café cinema concept

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By James A. Loyola

SM Lifestyle and Entertainment, Inc. (SMLEI) continues to introduce innovations into the market with the launch of its first concept cinema at the Mall of Asia over the weekend.

The brand-new Cinema 7 and Cinema 8 of SM Mall of Asia or the Café Cinema features a big lounge area complete with dining seats to enable moviegoers a place where they can comfortably relax or have a meal while waiting for the movie screening.

Each of the new cinemas houses 153 seats and is both equipped with a top-of-the-line digital cinema projector system, Christie CP 2215, and Dolby 7.1 surround sound technology for the best rendition of films into the big screen.

To complete the cinema experience, moviegoers can sit comfortably in the cinemas’ stadium-type, premium glide seats for the best view inside the theatre.

As a standard in all SM Cinema theatres, Cinema 7 and 8 provides further ease of access with its PWD-friendly facilities. PWD lavatories and slots are available for guests of SM Cinema.

SMLEI President Edgar Tejerero earlier said that new concept cinemas will be launched in the coming year as part of a massive infrastructure line-up aimed to change the lifestyle of Filipinos.

Aside from the Café Cinemas, they will also launch the Children’s Cinema next year which will cater to the needs of young moviegoers.

They will also launch next year interactive and stand- alone cinemas that will change not only how people watch cinemas but address the widespread movie piracy.

Tejerero pointed out that the next SM cinemas will have interactive games and will have cafés to cater to those who want to make the experience more intimate.

“Interactive games will be featured in the cinema lobby like dart games so moviegoers can have some activities while waiting for the movies to start,” he said.

The first stand-alone cinema will also be opened in Bataan in the middle of 2017. Tejerero pointed out that they have decided to open stand-alone cinemas to address piracy in the province.

“Because people in the provinces seldom have easy access to malls and cinemas, piracy is rampant which is the reason why we will be bringing the cinemas to them,” he said.

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