Village Cinemas Dynamic Pricing Trial scrapped |

A statement sent to revealed the trial had now been scrapped, effective immediately.

“Village Cinemas acknowledges that some documents that appear to contain internal pricing information for cinema tickets have been posted on social media and in turn via the press. We are currently investigating the authenticity of these documents,” the statement read.

“Village Cinemas confirms that we were running pricing variation trials over the summer period which we appreciate may have caused angst and concern to our customers, we can now confirm that all pricing variation trials have been stopped effective immediately.

“Village Cinemas is committed to providing customers with value via a range of attainable prices and promotions for the variety of experiences and concepts available … Our goal is to ensure movie going remains as an affordable entertainment choice for our guests.”

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Village Cinemas Dynamic Pricing Trial scrapped.