The cinema chain has clarified rules but the move has sparked anger wuith some film fans
Odeon has explained a trio of “limits” for members of its MyLIMITLESS scheme. The cinema chain advertises that customers with the membership can watch “all our films, as often as you like, from only £16.99 per month”.
However, on Friday, they sent an email warning of three limits to that usage that users must abide by. One states that MyLIMITLESS members can’t make online bookings to see films at two cinemas more than 65 miles apart on the same day.
A second says members are banned from making online bookings at eight or more different cinemas within a rolling 30-day period. The third outlines how online bookings for the same film five or more times within a rolling 14-day period is not allowed.
It warns that if one rule is broken a warning will be issued in the first instance and this will be followed by a 14-day ban on advance and online bookings if the activity persists. Odeon say the email was sent as a follow-up notice to provide ‘additional clarity’ on an email criticised by film fans last month.
It explained users will “receive a warning” if they make ‘repeated bookings (5+ times) for the same film. The other two limits ban “booking across cinemas that are too far apart” and “booking across a high number of cinemas within a short period”.
It warned that if this ‘activity’ continues members could get a 14-day restriction on advance and online bookings. On Friday Odeon was keen to add that, even during a 14-day restriction period, members can still book tickets in person at the cinema on the day of their visit.
The latest email reassured members that the rules are “to prevent misuse and are not limits”. It said: “We’d also like to reassure you that these changes have been introduced to prevent misuse and are not limits on the personal use of your membership. We know some members enjoy watching the same film multiple times, and at multiple cinemas, and we continue to encourage this.”
Film fans have been complaining on X about the perceived limits since the initial email. One user said: “Either re-review your Odeon Limitless guidelines or rename your subscription because limiting a movie to five watches is not limitless.”
A second said: “Why have you limited the amount of times someone can watch a film when the whole concept of Odeon’s limitless is that it’s limitless? That’s quite literally the point of it.” A third said: “Being called Limitless and having limits is classic Odeon nonsense.”
In response to the criticism, an Odeon spokesperson said: “We regularly review our myLIMITLESS terms to help protect the scheme from misuse and ensure it remains fair for all of its members. The update is not intended to prevent genuine film fans from enjoying a film multiple times.
“Members will always receive a warning before any restriction is applied and, during any temporary restriction on advance and online bookings, can continue to book tickets on the day at the cinema. If a member believes they have been incorrectly impacted by a restriction they can contact our guest service centre which will review their individual circumstances and remove the restriction where appropriate.”
