While I can see the benefits to the industry of offering low-ticket admission to attract large numbers to view films, does it sideline regular film enthusiasts? Maybe, but only for a very short time.

As a regular at my local cinema, there is little incentive to get a £4 ticket when I already subscribe to a cinema pass. Of course, some regulars without a pass can benefit and take advantage of the cheaper screenings. I suspect I am not alone in voluntarily staying away from the cinema during this weekend. It’s not a hardship, as I can attend anytime at a good price. It is after all just two days.

I do believe it is good practice by cinemas to attract new viewers by offering reduced prices. The issue I have is that reduced prices can attract an audience that doesn’t respect the value of the ticket, leading to disruptions, talking, and treating the experience almost like a big social event. I attended one event (a few years back) and I had a family sit right next to me talking throughout the film. Never again, and I had to leave halfway through. I guess this lack of etiquette is, in part, due to a bargain-bin attitude toward cheap tickets.

Of course, not all casual viewers taking advantage of this offer behave in such a fashion; it only takes a small minority to ruin the experience for everyone, and it can happen at any time. It does appear to be an increasing issue, and cinemas know this. At least one major chain posted a reminder to attendees this weekend to switch off phones, sit in their booked seats, and be quiet. I’ve written about cinema etiquette before. Cinemas do, of course, also put up notices before films, though these messages can get ignored.

I hope those attending this weekend get a chance to enjoy the offer without disruption to their viewing experience. Despite the drawbacks, I still think it is a good idea to promote cinema viewing, which will hopefully encourage some to visit more regularly, particularly if the promotion actually gains repeat business from those taking the cinemas up on the £4 offer.