The chief executive leading the reopening of Aberdeen's Belmont Cinema has pledged to keep prices affordable, arguing that cinema-goers are increasingly being put off by costly tickets and refreshments.
Matt Buchanan, who returned to Aberdeen to help bring the city centre venue back to life, said independent cinemas can play an important role in regeneration by increasing footfall and supporting local businesses.
Writing in the P&J, Mr Buchanan said research from the British Film Institute shows at least 50% of visitors will spend money elsewhere as part of their trip.
However, he warned that household budgets remain under pressure and said some multiplex cinema chains risk alienating customers with high prices for snacks and drinks.
Drawing on his experience of opening the Montrose Playhouse in 2021, Mr Buchanan said fair pricing helped the independent cinema attract strong attendances despite the challenges posed by the pandemic and the cost of living crisis.
The Belmont Cinema is set to reopen in December 2027
Read the opinion piece in today's P&J.