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Cineworld charging a HUGE premium for Batman v Superman midnight screening?

There are premium prices and there are premium prices; and it seems Cineworld are going for the emphasised version with their midnight Batman v Superman screenings in at least their Sheffield cinema. Check out the tweet from Adam Batty below.




Here's the relevant portion of that image:

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While it is no surprise that cinemas are charging high prices for early screenings of what are expected to be hugely successful films (last year we were seeing higher prices for Star Wars: The Force Awakens screenings at Odeon and other cinemas) but this is the first time we've seen something quite as excessive as this. We've reached out to Cineworld for comment and will update if and when we have a response.

Update

Further research suggests that the £29.70 price is for VIP seating - we've now confirmed the standard price in the Sheffield cinema is £11.10.

However, £29.70, even for VIP seating, seems massively excessive.

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