SF Group executive director Suvit Thongrunpo said the theatre chain wanted to give film fanatics an even better cinema experience.

Actor-singer Naphat “Nine” Siangsomboon will be promoting the SF+ card in adverts, on social media and in person with cinema appearances.

“Plus” points earned can be exchanged for premium seats and popcorn-soft drink sets and offer access to promotional packages suited to every generation’s lifestyle.