The Thongrompo family is from Eastern Thailand, where its Samarn Film Co operated cinemas since the 1970s in Chonburi, Rayong and Chanthaburi.

The company become known as SF Cinema City in 1999 when it opened its first multiplex in Bangkok on the seventh floor of MBK Center.

However, in 2005, the company expanded to southern Thailand by opening SFX Central Festival cinema in Phuket Town.

Also in 2007, the company undertook an overhaul branding change, with the corporate name SF Group adopted in March 2007.

The chain's brands include: Expansion plans by SF Group includes: For each ticket purchased at some SF Cinema and SFX branches, the purchaser receives a business-card-sized replica of a movie poster backed by a magnet.