Odeon has come in for criticism over its decision to charge up to £40 for tickets to see films in its refurbished, state of the art cinema in Leicester Square.
For decades, cinema has remained at the heart of many outings enjoyed by the British public, but long gone are the days when seeing the latest film was classed as a cheap form of entertainment.
Over the course of the past eleven months, Odeon, Leicester Square, has undergone a multi-million pound refurbishment in partnership with Dolby.
Set to bring forth the very best in cutting-edge audio-visual technology, the price of visiting the new cinema is, however, going to damage you bank balance.
Tickets at the new cinema are set to cost up to a whopping £40, a huge step up from the average price of a standard cinema-going ticket, which stands between £7 and £8.
The Odeon has responded to criticism over its high prices ahead of opening later this month with Mary Poppins Returns starring Emily Blunt.
“With tickets starting at just £10 for every show… it offers fantastic value compared to tickets for other popular destinations like the theatre, concerts or live sports,” the Odeon remarked to the BBC via a statement.
“Price choices vary and flex depending on a number of factors including seat type and location in the auditorium, what we’re showing, time of day, and the number of people booking at one time.
“The first week of the biggest film of the year during the festive season is obviously peak, and guests can expect prices will flex throughout the year.”
While it is understandable that at peak times of year, such as the festive season, prices are likely to be higher, and certain seating positions will automatically come at a higher rate – the new prices are certainly raising some eyebrows.
Unsatisfied cinema lovers have taken to Twitter to express their opinions and it isn’t surprising that the public are unhappy. With already such animosity surrounding the fractured age of the cinema, raising ticket prices to such an extent, despite the season, seems a sad turn of events for the big screen.
Alongside the all-new 800 seat cinema, there are four smaller screening areas and a cocktail bar for alcoholic refreshments. However, that might not be enough to justify such as expensive visit.
Recent times have shown avid movie lovers visit more social cinemas, such as smaller, independent venues that offer sofa style seating for a more relaxed viewing.
Given that the Prince Charles Cinema, also in Leister Square, Central London, offers a unique experience for a fraction of the newly stated prices (around £15), many cinema goers are choosing to experience their favourite film on the big screen rather than the latest Hollywood hit.
Living in the day and age of easy at-home viewing, through mediums such as Netflix, the traditional cinema is already in an age of uncertainty.
The new prices to see the latest film in the best quality, might offer the height of cinematic experience, but is that enough to warrant spending such high amounts on the latest film, when alternative methods offer more personalised, and overall cheaper experiences?