Multiplex chain also discards 70p booking fee in move it says will prove a 'game-changer for the entertainment industry'
Cinema chain Cineworld is preparing to reduce its ticket prices for online customers and abandon its 70p booking fee in a move it claims will be "a game-changer for the entertainment industry".
A trial begins in its seven Scottish cinemas today, but the move is likely to be extended to all 78 UK businesses later in the year.
Those who sign up free to the company's MyCineworld service will pay less than those who buy tickets in its theatres. A survey of more than 2,000 filmgoers last year revealed that nearly a fifth did not buy tickets in advance because they were more expensive. Two-thirds said a discount online would encourage them to buy tickets that way, and just over half said no booking fee would motivate them to do so.
Justin Skinner, the company's vice-president of marketing, said: "Booking fees are disliked by customers, and the notion of a discount for booking online is synonymous with the web. Cineworld is now leading the way by providing what our customers have been asking for: no booking fee and discounts online. We're really excited by the trial in Scotland and will be watching the results closely."
Source: http://www.guardian.co.uk/film/2011/apr/15/cineworld-cuts-online-ticket-prices
Manchester United Alliance & Leicester Awards and prizes Celestine Babayaro Global economy Cornwall
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