West Avenue Theatres Corporation (WATC) started with only SM Cinema as its sole marquee. Today, the company has grown to 267 cinemas in 47 SM Supermalls nationwide, and it has also broadened its services by carrying 12 major brands in a span of five years.

With the success of the company under the leadership of Hans Sy Sr., founder of SM, and management of Edgar C. Tejerero, president of SM Lifestyle Entertainment, Inc. (SMLEI), WATC could not hold true to its name as a sole corporation for cinemas anymore. Thus the rebirth of the corporation from WATC to SM Lifestyle Entertainment Incorporated—a 360-degree access to the best in lifestyle and entertainment services that the world can offer. It is an integrated world of services that redefines “convenience” not as a privilege but an amenity.

SMLEI is now the educational, sports and recreational arm of SM Prime Holdings, Inc., which offers the best in movies, events, leisure and technology. SMLEI 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.

“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 Tejerero.

SM Lifestyle Entertainment Inc. is dedicated to its 12 major brands that caters to all Filipinos and would encourage a lifestyle of entertainment, leisure and enjoyment, namely:

SM Cinema. The pioneer brand of SMLEI, 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, SM Cinema is the country’s leader in movie entertainment.

IMAX. Under the SM Cinema Chain, the IMAX is an international franchise famous for its state-of-the-art projection system; surround sound system, and crystal-clear lifelike images.

Director’s Club Cinema. Dubbed as the intimate and deluxe choice for movie watching, Director’s Club Cinema offers the best in comfort and style as it offers plush leather seats, butler service, and a menu created just for the theatre’s guests.

WM Cinemas. A recent acquisition of SMLEI, WM Cinemas operates in six branches in Luzon, equipped with fully digitized screens and projectors that render clarity to both image and sound.

Snack Time. The sole food concession unit of SMLEI, Snack Time caters to SM Cinema, Mall of Asia Arena, SM Science Center, SM Bowling Center, SM Skating Rink, and WM Cinemas. It is one of the biggest food operators in the entertainment and lifestyle business. Snack Time also caters to events, and is the merchandise arm of SMLEI.

SM Tickets. The box office and customer care center of SMLEI, SM Tickets, is the only ticket center available nationwide, servicing house brands such as Mall of Asia Arena and SM Cinema. It has also branched out to other events venues, entertainment parks, holiday destinations, concerts, galleries, zoos, hotels and even airlines.

ePlus Tap To Pay. As an introduction into cashless consumption, 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 formed into 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 Corporate Suites.

SM Science Center. Boasting of its planetarium with the Digistar 5 system (the world’s most advanced full dome digital theatre system), the SM Science Center provides an advanced educational experience for children and adults alike.

SM Bowling Center. With World Champion CJ Suarez managing the SM Bowling Center Division, the venue boasts of state-of-the-art and fully-automated bowling facilities, modern billiard areas, extreme games and arcade stations, and a snack bar that caters to guests’ cravings.

SM Skating Rink. Starting as a leisure rink built by the inspired Henry Sy Sr., whose interest was piqued by the grace and class of figure skating, the SM Skating Rink is the only ice skating rink in the entire country. 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. Proving right Henry Sy Sr.’s vision of a tropical country excelling in a winter-based sport, the SM Skating Rink has been home to world-class figure skaters, such as Michael Martinez, who internationally compete in prestigious competitions such as the World Junior and Senior Championships, and the latest Olympics in Sochi.