Extra Fees Frustrate Monthly Cinema Subscribers
So here’s the story that’s been making the rounds in Ireland about cinemas, and it’s caused a fair bit of debate. If you’re someone who pays for a monthly cinema pass, you’d probably expect that your subscription should cover most of the basics, right? But in the case of Omniplex, one of Ireland’s biggest cinema chains, that hasn’t quite been the case lately.
Subscribers to Omniplex’s “Omnipass” have discovered that while they’re paying either €14.99 or €17.99 a month, depending on the location, they don’t actually get to choose most of the seats in the theatre without paying extra. The pass guarantees unlimited access to films at one chosen theatre, along with some exclusive screenings, but the free seats included are mainly in the first few rows — the ones where you have to tilt your head back uncomfortably. If you want to sit further back in what many would consider the “good” seats, an additional fee of €2 to €4 is charged.
On top of that, there’s also a €1 booking fee applied if tickets are purchased online, and this applies to everyone, not just non-subscribers. So, even after paying almost €200 a year, many customers are still being asked to shell out a little extra for comfort and convenience.
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Understandably, this hasn’t gone down well with all subscribers. One customer, Amy Curran from Galway, came back from living abroad, renewed her membership, and was shocked to learn about the new charges. In her words, being forced to sit in the “worst seats” despite paying nearly €18 a month felt unfair. She compared it to the low-cost airline model — cheap up front, but full of hidden add-ons.
Omniplex, for its part, has defended the move. The company said that keeping the base subscription cost low is the priority, and these optional seat upgrades help achieve that. They also pointed out that their subscription is cheaper than similar offers from competitors, although one rival chain allows seat selection at no extra charge and gives access to more cinema locations with a single pass.
Industry voices have weighed in too. Stephen Ward from the Clifden Film Society explained that cinemas face significant costs just to screen films, as distributors and studios often require payment regardless of ticket sales. For smaller cinemas, this can be a huge burden, and subscription models are seen as a way to balance those expenses. But while the reasoning may make sense on paper, for many customers the feeling remains that if they’re already committed to a monthly fee, extra charges for basic seat choices feel like a betrayal.
It’s also raised questions under Irish advertising law, which requires prices to be clearly visible and understandable. The Omniplex website highlights that subscriptions start from €14.99, but critics argue that the additional fees aren’t as obvious as they should be.
For long-time supporters of cinema, this shift feels like a risky move. Some, like Curran, say it could be the fastest way for a chain to lose loyal customers. And in an age when streaming services offer unlimited access from the comfort of home, cinemas can’t really afford to alienate the people still willing to show up.
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