I recently attended the launch for the SM E-PLUS card, the SM Group’s latest innovation to make the moviegoing experience a more fun and hassle free experience for its loyal patrons throughout the nation.

The E-PLUS, which stands for Entertainment, Privileges, Lifestyle, Upgrades,  and Surprises pretty much says it all. The RFID card, once availed becomes a reloadable all access pass to all movies, foreign and local being shown at SM cinemas without having to go through the long line at the ticket booths. All the cardholder needs to do is choose which movie he wants to see, go straight to the cinema and use the card to enter.

SM assures that their systems are well in synch and will not accept the card if seating is already full to ensure that the cardholder still gets a good seat and has the maximum viewing experience.

Reloading is also made easier with a special lane at the ticket outlets devoted especially for the purpose.  Upon reloading, the cardholder is entitled to a free upsize of their drink once presented at the Snacktime counter and a free meal credit which can be used to get popocorn and drink for every P500 or P1,000 reload amount.

But first, how to get it? The starter kit, which costs P300 comes with a personalized E-PLUS card, a premium item, free popcorn and drink, plus a free pass to another movie upon validation of a text message that will be sent by SM shortly upon registration. If  one totals the actual cost of the freebies, the cardholder actually comes out ahead as the card comes virtually free. All that is required for registration is a duly accomplished registration form available at the E-PLUS booth or through download from their website.

But wait there’s more! E-PLUS also works like a loyalty card similar to the SM Advantage Card and earns points for each time it is used to watch a movie at SM theaters. It is also good for special offers from the program’s partner merchants where cardholders can avail of great discounts from White Hat, Sbarro, Airphil Express, Lenovo, Silverworks, Belo Men, Beauty and Butter, the Body Shop, Slimmer’s World, North Face, Bratpack, Roxy, Delsey High Sierra, Quicksilver, Kickers, Sanuk, DC and The Travel Club, along with SM brands and entertainment facilities.

So in a nutshell, having an E-PLUS is like having a membership to an exclusive club that caters to everything that a movie geek wants. And the best part is that cardholders can share these privileges with their friends and family as one card (as long as it has enough load credits) can be used to purchase multiple passes at one time. Best part is, it doesn’t expire so there will be no worries renewal fees.

“While E-PLUS is one’s gateway to all our exclusive offers, it is also our way of rewarding our loyal patrons. Because it offers convenience and loaded entertainment experience with its privileges, ever-growing number of surprises and partner merchants, our membership base will continuously grow,” Edgar C. Tejerero, SVP of West Avenue Theaters Corporation says.

Indeed!