Open letter to Cineworld management.

Messrs Wiener, Alvarez, Stefka and Jones et cie,

I appreciate that you are running a business and that, first and foremost, the goal of any business is to make money. As much money as possible, in fact, in order to satisfy investors and remain competitive. So you don't want cinema-goers bringing in their own food when attending your cinemas when there's a far more profitable source of snacks in the complex. Possibly not the greatest fiscal logic, given the cost/benefit ratio between assuming that, denied of their own food, the customers will buy yours at, let's face it, insanely inflated prices, and the loss of previously loyal UGC Unlimited members who are a steady source of subscription funds and resistant to unpleasant changes in policy. Nonetheless, it's your call, and it's a policy already in place at your non-UGC cinemas and in many other cinema groups. I have to assume that you've done the math and I've come up on the short-straw side of the equation. Fair enough.

It's the disturbingly unprofessional manner in which this policy has been implemented that has me wondering just how much longer your business is likely to remain profitable. Losing customers in a customer-driven industry is categorically not good for the bottom line.

Customers like my wife and I, who were stopped at a cordon after we had obtained our tickets, and asked to open our bags. When we asked why, the usher pointed at a notice that had been raised inside the cordon, attesting to your new 'no food' policy, and repeated the request. Since neither of us were carrying supermarket packets, we simply said we had no food with us, but the usher refused to let us through until we had allowed him to inspect the contacts of our packets - clothes and shoes - and confirm that we were not lying to him. I don't need to tell you that this complete disavowal of our honesty was not appreciated.

Or like the gentleman who was being held up just in front of us. The unfortunate ticket-holder was as unaware of your change in policy as we were and, unlike us, had brought food with him. The ushers would not let him through - in accordance with the policy. Is it also policy, then, to suggest that he leave the parcel outside the complex, on the sidewalk, and fetch it when the movie is over, if it's still there, with no offer to store the package in the manager's office or behind the counter? Is it part of operating procedure to deny him a refund when he, understandably, decides not to chance it? The usher seemed to think so, and so another lost client.

All of this could so easily have been avoided with a little consideration for your customers. Sending out a form letter to existing UGC Unlimited members, notifying them of the impending change, would have been polite. A suitable note on your web site for the affected cinemas would have been picked up by many visitors planning their weekend's viewing. Setting up the notice in the foyer in a clearly visible location, and drawing attention to it and the change in policy when tickets are bought, that would have been prudent. Oh, and a grace period after implementation where ushers are granted discretion to allow customers unfamiliar with the change entry to the cinema or, at the very least, a refund if they so choose, that would have been the mark of a business that has its eye on a primary goal; keeping its clientele.

The fact that none of this occurred, and that the Unlimited scheme is still not being offered in existing Cineworld theatres, bodes for the future of the membership system and leaves me feeling bereft. I love that cinema and I love the ease and convenience of cinema membership, and it looks like corporate lust for short-term profits over sustainable income is going to spoil it.

Yours in mourning

P.S. Being told by your customer services that the reason for the 'no food' policy was the overwhelming number of complaints from customers about other cinema-goers bringing in food just adds to the insult. Why not claim that the reason you charge for tickets is that people complained about being let in for free? It's no less ridiculous, I assure you.