Texas-Based Schulman Theatres Is Proof That Even a 100-Year-Old Brand Can Feel New Again

One location tripled sales in a month with GoTab QR codes

OVERVIEW

In 1926, Abraham and Morris Schulman opened their first theaters in Bryan, Texas. Nearly 100 years later, Schulman Theatres remains one of the rare family businesses to reach its centennial, now run by fourth and  fifth generation owners Morris, Jacob, Nathan and Clayton Schulman.

Today, the company operates seven locations across Texas and is opening its first out-of-state venue in Little Rock, Arkansas, in Fall 2025.

Theaters have changed dramatically since the 1920s, and so has Schulman Theatres. Each location now combines first-run films with bowling, arcades, restaurants, and full-service bars, offering families a place to spend entire evenings together under one roof. However, as their operations expanded, technology lagged behind. Concession lines were slowing down guests, and disconnected systems made it difficult to manage multiple revenue streams.

That’s when Schulman Theatres decided to pivot.

“I’ve gone through several different points of sales that I’ve tested, beta tested, demoed,” said Jacob Schulman, Vice President of Operations. “The thing we loved about GoTab was just how cutting edge it is. Their willingness to partner with us on integrations, to where we can really have that single pane of glass for us as well as for our guests  – that sealed the deal.”

In less than a month at their East Texas location, GoTab has already helped triple or quadruple sales compared to a previous QR system.

A LEGACY OF ENTERTAINMENT

Schulman Theatres has always been about family.

“We’re a family-owned movie entertainment center, coming up on our 100 year anniversary,” said Nathan Schulman, Vice President of Finance. “It started off as a movie theater and slowly added other amenities over time. Now we’re a full-blown entertainment center where families can bowl, play arcade games, eat, and see a movie all in one place.”

Parents and kids can spend hours together under one roof, whether that means dinner and a film or an afternoon of bowling and arcade games.

A sense of legacy is woven into every location. Historic photos and memorabilia highlight the family’s long history in the industry, and the Schulmans see themselves as stewards of the communities they serve.

For Jacob and Nathan, it is not just business, it’s a calling. “I popped popcorn and threaded projectors growing up. So did Jacob,” Nathan recalled. “We both did our own thing for a while and then came back, because it just feels like home for us.”

TWO BRANDS, ONE FAMILY

To serve a wide range of communities, Schulman Theatres operates under two concepts:

• Film Alley Locations: Family-friendly entertainment centers with movies, bowling, arcades, and a scratch kitchen serving made-from-scratch meals. These venues create a full night out for families.
  
  
• City Lights Locations: Traditional movie theaters that preserve the classic cinema experience while offering modern comforts.
  
  

The mix allows Schulman Theatres to tailor each location to the community it serves. The company is also preparing to open Film Alley Breckenridge in Little Rock, Arkansas, in Fall 2025, its first out-of-state expansion.

STRATEGIC GROWTH IN SECONDARY MARKETS

Unlike large chains that target major metros, Schulman Theatres thrives in suburb towns and smaller cities. 

“We try to target secondary or tertiary markets,” Jacob explained. “We go after locations where theaters had closed down, ones that weren’t renewing their leases. That’s how we got Longview, and that’s how we’re moving into Little Rock.”

This strategy gives them a unique advantage: becoming the go-to destination for families in underserved areas. Over the past five years, Schulman Theatres has invested heavily in remodeling locations to keep them fresh and competitive.

WHY GOTAB WAS THE ANSWER

The Schulmans knew tradition alone would not carry them forward. To keep families coming back, they needed technology that could grow as quickly as their business. GoTab delivered the flexibility and integration they were looking for.

“With multiple revenue streams under one roof, the challenge was finding a system that could bring everything together,” Nathan said. “GoTab came on board to help us solve those problems.”

The rollout started in Longview with QR code ordering right from the seats, and the response was immediate. “Performance has been good, and it’s been well received,” Jacob said. Guests not only embraced the convenience but also used the built-in feedback tool, which the brothers review every night. “It’s been really positive,” Jacob added.

Most importantly, the results speak for themselves. 

“We tried another QR code ordering system in another store and it fell flat,” Jacob admitted. “But with GoTab, we’re seeing triple or quadruple the sales compared to that other store, and that’s with less attendance. Guests love it.”

FROM LONG LINES TO SEAMLESS SERVICE

In just a short amount of time, a lot has changed with Schulman Theatres since joining forces with GoTab. 

Before the partnership, concessions often meant long waits. “They had to wait in line and order from a person, and we only had four or five terminals,” Jacob said. “The line was skipped often, and we were definitely missing opportunities.”

Now, guests can order directly from their seats with a quick scan of a QR code. Advance ordering means food is ready when the movie starts, and handheld tablets for servers are being added in new locations.

The upcoming Little Rock Film Alley will debut the full GoTab model with QR code ordering, handheld tablets, bar integration, and full server support.

“It gives guests the flexibility to order how they want,” Jacob said. “Parents can have their kids in one spot and still order from another. They can move around the building and stay connected. That’s the future for us.”

LOOKING AHEAD TO THE NEXT CENTURY

“I think several other restaurants, food and beverage venues, and even movie theaters are going to move toward this same sort of model,” Jacob said. “GoTab offers a lot that others don’t have. There’s a coolness and flexibility about it. That’s why we chose to make the leap.”

Nathan agreed. “We’re super excited to continue the journey with GoTab. We’ll have even more great things to share after we open our next store where we’re going further. We’re really happy with the partnership.”

KEY TAKEAWAYS

Venue: Schulman Theatres (Film Alley and City Lights locations in Texas, with Film Alley Breckenridge coming soon to Little Rock, Arkansas)

Founded: 1926

GoTab Tools and Integrations: QR code ordering, handheld tablets for servers, feedback reporting, point of sale integration.

Why It Works: Families spend more time and money when all entertainment is under one roof. GoTab unifies movies, bowling, arcades, and food and beverage into one seamless system while removing friction for guests. Intercard expands that convenience to games with cashless reloads, while RTS will further integrate ticketing and operations into a single scalable platform.

Results So Far: In less than one month, Schulman Theatres is seeing triple to quadruple sales compared to a previous QR system, even with lower attendance.

Industry Insight: The shift from stand-alone theaters to multi-experience venues is reshaping how families spend their leisure time. With GoTab powering flexible ordering and payments, Schulman Theatres is positioning itself for another 100 years of success.

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