Row over Cineworld Luton after online backlash calls for change
Luton’s town centre cinema has been urged to upgrade its facilities and adjust its scheduling to better cater to its audience, following backlash over an online video.
But the cinema has hit back to say its film scheduling is based on audience demand – and it has upgraded the venue.
Cineworld Luton, located inside the Galaxy Centre, was hit with complaints on a clip it shared on social media about the reasons to visit the cinema.
The video, which had been aimed at getting more people to visit, was met with comments, while largely constructive, called on the cinema to address concerns facing attendees.
Luton Cineworld Cinema Lovers, a social group that regularly meets to go to the cinema, shared the thoughts of its members.
They said: "When our group was set up over a decade ago, it was called Luton Cineworld Cinema Lovers. That’s a misnomer now, because we often end up being forced to watch films at other cinemas!
“We’d much prefer the convenience of watching films at the cinema in our home town, rather than driving on the motorway and spending more money, in fuel and in the higher ticket prices/member fees charged at those cinemas.”
A ticket for Cineworld in Stevenage and Hemel Hempstead is £13.49, while Luton prices are £10.99 for adult admission.
The group claims: “It [Cineworld Luton] definitely needs a refurb. We were put into broken seats. The difference is just so stark [compared to other cinemas]. There’s always some sort of odour… it’s not encouraging a return.”
Despite this, Cineworld said: “We have made a number of upgrades to the cinema in recent years and continue to monitor feedback to improve the overall experience."
The cinema group, many of whom have a yearly membership, said: “Our loyalty has been rewarded with an absolutely baffling selection of film times for popular Hollywood films. Many are not shown in Luton at all.
“Cineworld Luton routinely screens English language “Hollywood” films to start (after trailers end) around 5pm to 5:30pm, which is far too early for most working people to physically get to, or 9pm, which is just impractically late for people who have to get up for work in the morning.”
The current listings for the cinema show The Devil Wears Prada 2 will be screened at 2.20pm, 3.40pm, 5pm, 6.30pm and 7.55pm. Meanwhile, Michael Jackson biopic Michael is shown at 2pm, 3.30pm, 5pm, 6.40pm and 8pm.
Luton Cineworld Cinema Lovers explained: “We’ve seen how crowded the cinema lobby is when popular foreign language films are first released, and we fully understand the cinema’s commercial decision to position the venue as “the home of South Asian cinema”.
“We simply don’t agree that it must necessarily follow that popular Hollywood films can’t also be shown at prime time slots, on even one or two nights of the week.
“We believe that with the right will and intention, and more control over timings in-branch, Cineworld Luton could certainly accommodate showing a wider variety of films in the prime evening time slots.”
But Cineworld said: "Cineworld aims to provide an inclusive cinema experience for all customers at our Luton site. Film scheduling is based on audience demand, and we regularly review our programme to ensure this is reflected in our screenings.”
Of the films showing today (Wednesday), four are Hollywood movies, and nine from Bollywood.
The group pointed out that, like Luton, it is a diverse mix of people from different ethnicities and faiths.
They added: “We want to be clear that our choice to speak out isn’t about taking issue with any group of people or anybody’s right to enjoy foreign language films.
“We just want our local cinema to better accommodate working people, from any background, who want to once again be able to watch English language Hollywood films at a practical time of day.”