A dozen brands. 1 stronghold.

SM has gone a long way from the original brand under West Avenue Theaters Corporation. They have expanded their reach from basic cinematic entertainment to lifestyle brands. Rebranded as the SM Lifestyle Entertainment Inc., they carry on SM’s commitment to value for money and quality. What drives them is the underlying mission to be the top priority of Filipinos.

They fit twelve brands into one domineering hub that compliments the Filipinos’ love for lifestyle, and aims to strengthen the Filipino spirit of community. The names that make up SM Lifestyle Entertainment are as follows: SM Cinema, IMAX, Directors Club Cinema, Waltermart Cinemas, Mall of Asia Arena, SM Tickets, ePlus Tap to Pay and ePlus Digital, Snack Time, SM Bowling, SM Skating, and SM Science Center.

Most of these brands ring a bell, and are well known, but there may be a few that stand out as recent names. Waltermart Cinemas, for instance, is the newest inclusion to SM’s Cinema group. Snack Time, present in SM Cinemas and the MOA Arena, is more than just a concessionaire; they also provide catering and merchandise services. SM Science Center is the knowledge and exploration branch, which features responsive displays such as 3D holograms and virtual reality simulations.

The highlight of this rebirth is given to ePlus. It has two arms: ePlus Digital and ePlus Tap to Pay. The digital sector’s focal point is on the cyber side of marketing with services such as e-mail marketing and web hosting. The smart card dubbed as ePlus Tap to Pay was introduced last June. Initially, it was for cinema usage, but since then has expanded to what SM calls an “e-wallet for retail, transport, parking, entertainment, and vending.” It is an all-in-one card that brags accessibility, convenience and efficiency for both merchandisers and customers. Aside from operating like a debit card for the brands under SM Lifestyle Entertainment Inc., select retailers can leverage it for their loyalty programs.

The trade launch held last March 18 at the Mall of Asia Arena kicked off as talented dancers gave a breath-taking performance. Their presentation highlighted each of the twelve brands utilizing their bodies as well as the presence (and absence) of light. Hosted by Bianca Valerio, attendees were given a peek at what SM Lifestyle Entertainment has to offer. After a few speeches, and presentations, the short program came to a close with a toast on stage to commemorate this momentous step for the SM group.

People roamed around to visit the array of booths from each of the brands under the Lifestyle Entertainment hub. These interactive booths showcased their products and services, and even incorporated the ePlus Tap to Pay smart card. Each time attendees tapped their card onto the small device at the booth they were given freebies corresponding to the brand’s services. For instance, SM Bowling had a single bowling alley lane where attendees could play a few rounds for free after tapping their ePlus card. SM Cinema, on the other hand, activated a free movie pass in the ePlus card, while Snack Time gave out do-it-yourself popcorn paper tubs and merchandise.

Exciting things definitely await the country’s mall and lifestyle sector. Be on the lookout for what SM Lifestyle Entertainment Inc. brings to the table.

Written by Isabel R. Matias
Photos by Isabel R. Matias