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I think Jason Wood's point (and it is reflected in Jeff Allen's comment above) it that cinemas should focus on giving a great viewing experience first and not make bistro cafe or gimmicks like 4DX there main interest. Otherwise they risk turning off cinemagoers who just want to see a good movie.

Jeff Allen's point about his local rubbish Odeon is the same as i've experienced with a local rubbish Cineworld. They aren't interested in screening films well. And if a cinema doesn't care about that why go for any other reason?