Going to the cinema is becoming a really expensive activity these days. I've been a member of the Unlimited Card scheme run by Cineworld, previously UGC, since 2001. The Unlimited Card scheme has mitigated the costs involved but, with their Summer 2016 refurbishment of the Renfield St complex, Cineworld seem to be determined to get pay for it in every possible way.
Instead of having 18 screens with a variety of timings and choices of films in standard screens, Cineworld have now carved up Renfield St to give four experiences: Standard, SuperScreen, 4DX and VIP.
If you walk in off the street and buy a standard ticket, you'll be charged £10.90. For that, you'll be allocated a lovely comfortable velour seat in an area of your choice. However, you will find that the 4DX system in screen 9, at the centre of the building, will cause seats in your auditorium to feel as if they are moving and disrupt your enjoyment of the film. I've experienced this effect in many of the standard screens since the 4DX went live in August 2016.
If you select to see a SuperScreen film, then you will be charged £13.40 to sit in a seat that is a bit nicer than a standard seat (leather effect) in a massive auditorium. Sure, the screen is huge but it's in proportion to the seating. It's not so much a big-screen experience, more like a screen-further-away experience. SuperScreen is based in Renfield St's Screen 3 and the screen looks remarkably like the exact same size it was before it was designated "Super". Overall, I didn't enjoy sitting in the SuperScreen seat any more than I did in a standard seat. Let's face it, if you're being charged £10.90 then you have a right to be comfortable to sit and watch a movie digitally delivered and presented by an automated computer system.
£15.60 gets you into the 4DX. I have not done this because I don't understand how sitting on a moving platform as wind/water effects fly into my face would enhance my enjoyment of a film. I'm also now not liable to support it due to the disruptive effect it has on other screens.
Finally, if you want a VIP experience then it will cost you an eye-watering £29.70! For that, you'll get a lazy boy seat, access to a lounge 45 minutes before the film, a gourmet buffet and unlimited snacks and soft-drinks throughout the film. I fail to see how that can be viewed as value. A standard seat should be enough to allow you to fully enjoy a film and a couple could easily feed themselves on quite a bit less than the additional £38 it would cost to go VIP.
You can get discounts by booking online and being a member of the Unlimited Card scheme. However, the Unlimited Card scheme is turning more into a base subscription scheme due to the additional uplift charges.
It's almost as if Cineworld are trying to do what airlines,train operators, etc do when they offer seat upgrades. The point that they are missing is that transport is a means to get from A to B with the objective of getting to the experience at B. Whereas, CINEMA IS THE EXPERIENCE! If the standard experience is good enough then that should be all you need. If you feel the need to pay extra to avoid the standard experience then why would anyone bother? The problem here is that they have actually impacted the standard experience by having the building shake due to poor or ignorant planning.
Another issue that I've noticed, and it's probably not specific to this site but worth mentioning, is that fellow customers can be ignorantly disruptive. If you ask the staff if using phones is permitted in screens then they'll tell you it isn't. However, when you are in a screen during the film you'll see lots of phones being checked through the film and some people blatantly texting. At recent screenings, I've also observed people vaping and one woman launched a massive vape cloud towards the ceiling towards the end of one recent visit. If you complain about this after the event, Cineworld will tell you to report such incidents to their staff. So you are paying these prices to have to leave the screen, hunt down a staff member and hope they'll do something about it? I just get the impression that they are happy to take customer's money and don't care about the experience they have.
Another feature of the refurbishment was the splitting of the large Cineworld-run bar area into two facilities, a smaller bar and a Starbucks café. I was pleased to find out that Unlimited card holders are eligible for a 10% discount in the Starbucks. However, when I visited I discovered that the prices were 11% higher than nearby non-Cineworld Starbucks. Therefore, it's no advantage to card-holders and everyone else is being surcharged!
Overall, I think if they were able to resolve the problem of the 4DX disrupting other screens and doing something with the SuperScreen additional charge (removing it completely would be ideal) then I would have been happy giving more than a single star. However, as it stands, I can't recommend anyone visit this cinema. read more