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. 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. It has had a multi-million pound facelift in partnership with Dolby, which is providing cutting-edge audio-visual technology. 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. According to market research firm Statista, the average price of a cinema ticket in the UK in 2017 was £7.49. How & why can they charge such a high price for a cinema ticket?
