Cinema chain Cineworld has pulled in more than 300,000 UK cinemagoers so far through its £1 per ticket ‘Family Films’ initiative, running July 25-August 28 in England and Wales.

Families of four have been able to attend morning screenings of recent hits such as The Wild Robot, Sonic The Hedgehog 3, Moana 2 and A Minecraft Movie for a combined cost of £4. (The scheme started earlier in Scotland.)

”We are just trying to be price sensitive during a period when families struggle the most to find value in getting out of the home,” explained Stuart Crane, international vice president of content for Cineworld Group Plc.

“Average ticket prices have been climbing for 10 to 15 years now. So whilst box office looks stable, admissions are likely to be declining, and one of the areas that

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