BEN GRIFFITHS: How extortionate prices of refreshments and junk food ads aimed at children sour a family trip to Cineworld
By Ben Griffiths for Daily Mail
Published: 22:05, 15 August 2014 | Updated: 10:15, 16 August 2014
Exhausted parents battling their way through the endurance test of the school summer holidays are a familiar sight at airports and tourist attractions at this time of year.
Many could be forgiven for thinking that a trip with their offspring to the local multiplex might provide a couple of hours of cheap entertainment and a chance to relax.
After all, it’s possible to book tickets online and save money with the likes of London-listed Cineworld – worth an impressive £870million, based on yesterday’s share price of 330.8p.
Inflated prices: During the first half a staggering £47million of Cineworld sales came from the retail operation
For an adult and two children visiting one of its cinemas in south east England, you can expect to pay about £20 for an afternoon screening, which is reasonable value.
In the first half of this year some 25million people passed through Cineworld’s doors in the UK and Ireland alone. Once its operations in Israel and Central and Eastern Europe were included, admissions topped 35.8million.
Yet one need not delve deep into the interim results to discover precisely how much revenue comes from ancillary charges – walk into any Cineworld foyer and it’s immediately obvious how important refreshment kiosks are to the bottom line.
During the first half a staggering £47million of sales came from the retail operation. In other words the nachos, popcorn and buckets of fizzy drinks on sale inside.
Cineworld jealously protects this revenue. Try to overtly take snacks or drinks into one of its venues and you’re likely to have them confiscated or entry refused.
But whether it’s the packet of sweets selling for around three times the price of a supermarket or the giant containers of popcorn at hugely inflated prices, you can see why, in cost-conscious times, some might be tempted to run the gauntlet and sneak in their own refreshments.
Surprisingly, retail spend per person during the 26 weeks to June 26 was £1.79, up from the £1.71 the previous year. This figure is likely to rise with the continued roll-out of Baskin Robbins ice cream concessions across the Cineworld estate.
The company has just opened a Starbucks branch in its Telford cinema with more in the pipeline. The assault from high-calorie snacks doesn’t end once you sit down, however.
On a recent visit I counted almost 40 minutes of adverts targeting minors, featuring junk food, sugar-packed drinks and other ‘treats’ most responsible parents would baulk at their children consuming.
While the only alternative is to rent a DVD or online movie and control what your children are exposed to, a visit to the cinema remains a pleasant outing. It’s just a shame that the big chains are so desperate to suck every last penny from our pockets.