I was invited last March 18 (Tuesday) to attend the grand launch of the new SM LIFESTYLE ENTERTAINMENT INCORPORATED (SMLEI) formerly known as West Avenue Theatres Corporation (WATC) held at the SM Mall of Asia Arena.

WATC has grown to 267 cinemas in 47 SM Supermalls nationwide while broadening its services to 12 other major brands in just a span of five years.  The company’s name was changed to SM Lifestyle Entertainment Incorporated (SMLEI) since the corporation does not only have cinemas anymore as a sole offering but also a host of other exciting lifestyle and entertainment services.


SM Lifestyle Entertainment Incorporated (SMLEI) the educational, sports, and recreational arm of SM Prime Holdings Incorporated has reinvented itself into a 360 degrees access to the best entertainment and lifestyle services that offers movies, events, leisure and technology.  The corporation aims to promote bonding activities among Filipino families and friends, through entertainment and leisure facilities, while advocating the ease of use and personalized service created to complement the Filipino lifestyle.  It is an integrated world of services that redefines ‘convenience’ not as a privilege but an amenity.

Together with other invited guests, we were given an ePlus Tap to Pay card that we used as an access card to experience all the different services being offered by the new SMLEI exhibited inside the Mall of Asia Arena, trade launch-style.


SM Lifestyle Entertainment Inc. (SMLEI) is dedicated to its 12 major brands: SM Cinema, IMAX, Director’s Club Cinema, WM Cinema, Snack Time, SM Tickets, ePlus Tap to Pay, ePlus Digital, Mall of Asia Arena, SM Science Center, SM Bowling Center and SM Skating Rink.

SM Cinema

SM Cinema began in 1986 as SM’s household brand for movie watching.  Now with almost 267 fully digitized theatres in 47 branches nationwide, and three big brands under its name: IMAX, Director’s Club Cinema and WM Cinemas.  SMLEI President Edgar C. Tejerero also announced during the presscon that SM Cinema is gearing up to introduce the first 4D theater experience in the country very soon.

Snack Time

Snack Time caters to SM Cinema, Mall of Asia Arena, SM Science Center, SM Bowling Center, SM Skating Rink, and WM Cinemas.  It offers a wide variety of food, from snacks such as popcorn, burgers, sandwiches, corndogs, drinks and candies to healthy gourmet meals fit for formal parties.


SM Tickets

SM Tickets is the box office and customer care center of SMLEI.  The only Ticket Center available nationwide branching out to other events venues, entertainment parks, holiday destinations, concerts, galleries, zoos, hotels, and even airlines.

ePlus Tap To Pay and ePlus Digital

ePLUS Tap to Pay provides not only discounts and freebies to its members, but convenience to travelers, shoppers, movie lovers, and event goers.  ePlus Digital, originally created to service digital sites for SM Cinema and ePLUS.  ePLUS Digital now is a web service brand catering to social media, e-commerce, mobile marketing, web development and other related areas.


Mall of Asia Arena

Known as the architectural “eyecon,” the Mall of Asia Arena is the venue for international sports and entertainment. Patterned after the centers abroad, the Mall of Asia Arena is the only stadium in the Philippines that has a floor dedicated to the Corporate Suites which I was able to see during the trade launch since all the contract signing was held inside the different suites.


SM Science Center

The SM Science Center, formerly known the Science Discovery Center has a planetarium with a Digistar 5 system (the world’s most advanced full dome digital theatre system) providing an advance educational experience for children and adults alike. In the coming months, the SM Science Center will be launched with its new exhibits, galleries, and systems to better serve its guests.  


SM Bowling Center

World Champion CJ Suarez manages the SM Bowling Center Division which boasts of state-of-the-art and fully-automated bowling facilities, modern billiard areas, extreme games and arcade stations.


SM Skating Rink

Aside from being a venue for events and leisurely skating, the SM Skating Rink also provides lessons for Figure Skating, Ice Hockey, and other sports on ice.  This year, the SM Skating Rink will introduce more sports and activities to learn on the ice, and events that will cater to the existing and new winter-based sports.


The success of the company is attributed to the leadership of Hans Sy Sr., founder of SM, and the management of Mr. Edgar C. Tejerero, President of SM Lifestyle Entertainment Incorporated.

“At SM Lifestyle Entertainment Incorporated, our mission is to make our entertainment and food brands the first choice among all Filipinos because of the great experience and value for money that we provide through our empowered managers and motivated co-workers. Our world-class recreational facilities, products and services aim to provide Filipinos more venues to create wonderful memories with their families, friends and loved ones,” says Edgar C. Tejerero, President.

Here are more photos of the Trade Launch event:

Special thanks to Ferds Bondoy and Fleishman-Hillard Manila!

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Writer, Wanderer, Child of God


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