The key is to start with an offer. We created a measurable system that people could respond to via an online offer for discounted food and beverages if they signed up.

Generally speaking, no, I don't think most people know what it is.

We can do anything a hotel does for corporations looking for a facility to hold a meeting. Our audio-visual is killer and it helps when they can make a presentation on a 40-foot movie screen with state-of-the-art AV equipment.

The films drive the audience, [but] the food quality makes a difference whether or not they go to a restaurant before or after visiting the theater. A service mentally keeps people coming back.

I read an article on how customers wanted to get film information in a format they could print out. I realized that I personally would have to write down numerous movies and times to ask my wife which film she preferred. So the e-mail newsletter made sense.

By focusing on our tagline 'Film, Food & Fun,' Studio Movie Grill creates a significantly more enjoyable night out than by going to dinner and a movie separately. We look forward to introducing Houston to the- movie-grill-done-right at our first area location. Once customers walk into the stylishly renovated lobby, take a seat in one of 1,500 individual leather recliners, and order a delicious meal served hot at their table, they'll never go to another theater again.