As the customer backlash over Allocated Seating at Cineworld continues, I thought I'd try my luck at the Empire Cinema in Swindon last night.
Swindon is a strange town cinematically; when I moved down here in 2000 I used to go to Virgin Cinema, subsequently the UGC in West Swindon as opposed to the Cineworld at Greenbridge. As a UGC unlimited card holder I used to consume a fair few films, but drew that to a close after a few service issues and started going to Cineworld. Cineworld later took over the UGC chain which left them in the unusual position of having two cinemas in the town, and ultimately being the only cinema operator here. Due to our Fair Trading Laws, Cineworld were compelled to sell one of the cinemas to open up competition, however in what I felt was a surprise move, they kept the former UGC location and sold the Greenbridge cinema they custom built and fitted in 1999 to Empire Cinemas.