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| Odeon defends £40 hi-tech cinema prices | |
| (about 1 hour later) | |
| Odeon has responded to criticism over the prices it is charging for seats at its new hi-tech cinema in London, where tickets will cost up to £40 ($51). | |
| It told the BBC the prices were similar to tickets for theatre or live sports. | It told the BBC the prices were similar to tickets for theatre or live sports. |
| The newly refurbished Odeon Leicester Square will re-open later this month, showing Mary Poppins Returns. | The newly refurbished Odeon Leicester Square will re-open later this month, showing Mary Poppins Returns. |
| It has had a multi-million pound facelift in partnership with Dolby, which is providing cutting-edge audio-visual technology. | It has had a multi-million pound facelift in partnership with Dolby, which is providing cutting-edge audio-visual technology. |
| "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," Odeon said in a statement. | "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," Odeon said in 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. | "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." | "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." |
| Cinema-goers were less than impressed with many taking to Twitter to express anger over the inflated prices. | Cinema-goers were less than impressed with many taking to Twitter to express anger over the inflated prices. |
| The central London cinema has had an 11-month refurbishment and promises to offer fans "the ultimate cinema experience" which includes enhanced vision via laser projection and immersive audio provided by Dolby's Atmos technology. | The central London cinema has had an 11-month refurbishment and promises to offer fans "the ultimate cinema experience" which includes enhanced vision via laser projection and immersive audio provided by Dolby's Atmos technology. |
| Alongside the 800-seat cinema, there are four further smaller screens. | Alongside the 800-seat cinema, there are four further smaller screens. |
| According to market research firm Statista, the average price of a cinema ticket in the UK in 2017 was £7.49. | According to market research firm Statista, the average price of a cinema ticket in the UK in 2017 was £7.49. |