Odeon has responded to criticism after it faced backlash over its £40 “hi-tech” tickets being sold at a cinema in London.
The newly-refurbished Odeon Leicester Square will reopen later in December, after an 11-month refurbishment.
The new cinema includes a partnership with Dolby, which is providing cutting-edge audio-visual technology.
Odeon defended the decision saying it was a similar ticket price to “concerts or live sports”.
The new 800-seat cinema will contain a cocktail bar. Image: Odeon
"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.
"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."
People were quick to take to social media to share their anger at the prices.
The central London building will contain a 800-seat cinema with a cocktail bar, and four smaller screens.
talkRADIO’s Mike Graham described people as having “more money than sense”.
Hosting his show, he said: “When I see people buying televisions that cost £7,000 and headphones that cost £500, I think to myself that surely people have got more money than sense. But, £40 for a cinema ticket beats all of that.”