Dallas’ LOOK Cinemas Plans to Redefine the Moviegoing Experience Post-COVID » Dallas Innovates

By Editor On Oct 6, 2021

Brian Schultz [Photo: LOOK]

When the coronavirus pandemic devastated restaurants and cinemas in the US last year, Brian Schultz wondered, “If I started a new dine-in, what would I do differently?”

During the worst months of last year, many entertainment venues – including a number of large movie theaters – closed their doors temporarily and later permanently. But it wasn’t surprising that Schultz peered through the fog, innovated, and adapted to the forefront of a changing industry.

Schultz is known as a pioneer in the dine-in-theater category, having been the founder and CEO of Studio Movie Grill, based in Dallas. With 30 years of experience as a cinema manager, he played an important role in mainstreaming the concept of having a real meal (not just popcorn) while watching a movie in the theater, and

So he knew things would be different in a post-pandemic world.

So he asked himself another question: “What makes going to the cinema unique and special for guests?” Schultz realized he had to find a way to reinvent the experience with a variety of carefully curated details that would give the audience a reason to leave home and buy movie tickets.

Dallas-based LOOK Dine-In Cinemas was born from these questions.

[Photo: LOOK]

The concept is based on the factors that make people go to the cinema. With its modern luxury model, LOOK offers a state-of-the-art immersive presentation, an upscale food and drink menu and an uninterrupted viewing experience.

Moviegoers can expect higher quality bites – think sushi, hand-thrown pizza, a sausage board – which are delivered quickly and quietly in the dark. Pair it with a red or white wine, signature cocktail or draft beer and the food will reflect what you can get in a restaurant.

A series of blockbuster films, independent projects and documentaries await the guests on the screen. LOOK also offers private screenings where customers can rent an entire theater to enjoy with a select number of friends. Various program and community events are also offered.

[Photo: LOOK]

Anchoring everything is technology

Schultz and his team describe LOOK as “Technology First Luxury Cinema”, in which the entire guest experience is based on the company’s Look & Dine platform. Everyone in the theater can order, pay and receive everything directly from their seat via their mobile phone.

At the beginning of summer, the first LOOK Dine-In Cinemas opened on Technology Boulevard in Dallas as a full-service cinema with 14 screens. Since then, five more venues have sprung up in California and Florida. The locations in Arizona and New York will follow soon.

In California, LOOK has acquired three Studio Movie Grill leases to reopen the venues. That comes on the heels of the chain that filed for Chapter 11 bankruptcy last year.

“Dallas is our home and that’s why it’s particularly exciting to start LOOK Dine-In Cinemas in the community that has given me so much,” said Schultz at the opening in Dallas. “I am honored to provide a common space where people can come together after an unprecedented period of social isolation. As advocates of conscious capitalism, we are excited to found a company that honors all stakeholders – our team, our guests, suppliers and investors – and creates jobs where employees earn a living. ”

According to Schultz, LOOK currently employs around 400 people, and plans to grow to 20 cinemas by the end of 2022.

Here’s more from Schultz on why he’s planning to transform the industry while also spreading LOOK’s footprint across the country for people prepared to socialize and see movies in theaters again:

What makes LOOK different from other dine-in cinemas?

Our guests look for a unique experience when they go out to enjoy their favorite content. LOOK Dine-In Cinemas is an innovator in entertainment, incorporating the latest technology that allows our guests to be in control of their experience. A few ways that LOOK stands out from other dine-in theaters:

Hospitality in focus: We take great care in providing attentive service and creating a fun environment for guests to escape for a few hours.

Elevated dining experience: Our world-class menu goes beyond traditional cinema cuisine and offers everything from cocktails to pizza to sushi. Our guests can enjoy fresh, made-to-order dishes and craft cocktails (beer, wine, etc.) delivered directly to their seat.

Distraction-free environment: Our unique Look & Dine technology enables guests to customize their Look & Dine experience. Guests order on their phone and pay as they go. Your food will be delivered with no distractions or interruptions.

[Photo: LOOK]

How are you going to get people back to the theater after COVID?

Fortunately, cinema audiences are ready to return to the theater and we are giving guests plenty of reasons to return.

Whether you want to see big blockbuster films like “Venom: Let There Be Carnage”, “The Adams Family 2”, “The Many Saints of Newark”, “No Time To Die” or “Dune”, concerts and live performances there really is something for everyone in the next few months.

Why do you call LOOK “technology first”?

LOOK relies on the latest innovations and technology to maximize the entertainment experience in all areas of the guest’s journey.

The integrated software enables LOOK to offer ticket sales online, at a designated kiosk or at the box office.
One-tap access to the menu and usage-based software allow guests to create their experience with minimal distractions or interruptions.
The latest digital projection technology in all halls enables guests to enjoy the content as the filmmakers intended.
Relax seating makes it easy to sit back comfortably, relax and enjoy the experience.
After all, LOOK’s digital technology delivers all kinds of content, from games and music to independent films and Hollywood blockbusters.

Come on the list.
Dallas innovates every day.

CONTINUE READING

There are many things you can do with your physically distant time. Here are a few from our curated selection.
Browse our curated selection of competitions, nominations, pitches, and scholarships. Our program summary is aimed at entrepreneurs, corporations, creatives, inventors, educators and social innovators.
Senators John Cornyn and Ted Cruz will address the Texas Blockchain Summit on Friday; North Texas Leads the Health-to-Home Revolution; VOMO uses the influence of the volunteers by taking over the Super Service Challenge; Nye Hoang’s “Cat Daddies” premieres at the Dallas International Film Festival; and more stories from North Texas. You can also find our top 10 most popular stories.
These quotable North Texans inspire, inform, motivate or just make us laugh. Do you have wise words yourself? Let us know. You can also sign up here to receive The Last Word in the Dallas Innovates e-newsletter every weekday. Monday October 4th “I’ve always believed the arts can serve as a conduit for STEM careers.” Chairman of TD Jakes TD Jakes Foundation … on a new STEAM education program launched today by Dallas Summer Musicals and Dallas ISD. A new eight-week program launched today will allow 3,400 students and teachers at the ISD Theater in Dallas to participate in a district-wide STEAM-based curriculum on …
With Dallas recognized as one of the top cities in America for tech professionals, UT Dallas and Fullstack have launched four bootcamps for skills training focusing on coding, cybersecurity, data analytics and DevOps. The online bootcamps begin in November with tuition fees of $ 11,995 each.