The cinema chain has faced backlash after announcing fresh limitations on multiple reservations for its subscription service.
The updates apply to Odeon’s myLIMITLESS offering, which enables members to view unlimited movies starting at £16.99 monthly.
According to the revised conditions, subscribers will be alerted if they reserve the same movie five times or more.
Odeon stated the modifications aim to keep the programme fair for all members and ensure it functions as intended.
Social media users expressed indignation, with one commenting that the company should either revise its guidelines or alter the subscription name, since restricting films to five viewings contradicts the unlimited concept.
Another individual questioned why the service would cap how many times someone can watch a particular movie when the fundamental idea behind limitless viewing is precisely that it should have no restrictions. They noted this completely undermines the purpose.
A third user described the situation as typical Odeon absurdity, pointing out that a product called Limitless should not include limitations.
The company contacted subscribers via email to inform them of the update, explaining that additional monitoring of reservation activity had been implemented. The message noted that bookings ought to reflect how the membership is meant to function, namely reasonably and for the individual’s own private use. A warning would be sent if recent booking patterns deviated from these expectations. This encompassed reservations across widely separated cinemas on the same day, bookings across numerous venues within a brief timeframe, or repeated reservations for identical films. Should such patterns persist, a two-week suspension of advance and online bookings could be imposed.
Throughout this period, subscribers would retain the ability to purchase tickets directly at the cinema for same-day screenings.
Odeon indicated these measures aim to prevent abuse, including securing tickets for other people or employing the membership in a non-personal capacity. Further details are available in clauses 6.12 and 6.13 of the terms and conditions. Queries regarding memberships should be directed to the Guest Service Centre.
The company has been approached for additional response.