I refer to two letters appearing on April 24 and 30 regarding the concession price we offer children under 12 years old at our cinemas.

It appears that both contributors may have misunderstood the offer.

I would like to point out that this is an industry-wide concession price and not specific to our cinemas.

All cinemas in Malta in conjunction with our major distribution partner offer a reduced price for children under 12 in order to reduce the overall cost for families with younger children.

The offer is not an offer that is available to all children but an offer specific to children under the age of 12. It is not because we believe that children aged 12 and over are adults but simply that they are not eligible for this offer.

We have tried to assist families with young children so much that we have recently even introduced a family ticket where all family members pay a discounted price.

Furthermore, all our marketing material clearly states this age limitation to avoid situations like these.

We also have offers that children aged 12 and over can benefit from, for example during holidays, when prices are significantly discounted for anyone who comes earlier than 6pm.

We could consider offering a teen price as some other cinemas around the world do but that would have to be discussed with our distribution partners.

With regard to Mr Schembri’s comment that his eight and 10-year olds were charged full price, I can only express my surprise and apologise.

If this was the case, it was an error on the part of the ticket seller for which we take full responsibility. We do not charge children under 12 the full price merely because they are unaccompanied. This would make no sense.

I have also been unable to trace Mr Schembri’s unanswered letter and also apologise for our shortcoming in not replying to him earlier. If he wishes to contact me directly I would be happy to discuss the matter with a view to satisfying this complaint.

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