Cineworld is the first UK cinema chain to completely remove online booking fees. In addition, it now offers a further 10 per cent discount for tickets bought on its website or through the company's Android or iPhone apps registered with mycineworld.
The decision has been made after a survey by the chain revealed that 77 per cent of more than 2,000 movie fans polled would book cinema tickets more often if they didn't have to pay an additional fee for the privilege. More than 4 in 5 of them also said that they would pre-book more often if there was a discount.
Cineworld trialled the scheme successfully in Scotland last year, and has now rolled-out the incentive nationwide.
"This is a game-changer for the leisure and entertainment industry," said Justin Skinner, vice-president of marketing. "Booking fees are disliked by customers and the notion of a discount for booking online is synonymous with the web."
It will be interesting to see how the Odeon and Vue cinema chains react.
Would you visit the cinema more often if you didn't have to pay booking fees? Let us know in the comments below...