Odeon customers have criticised the cinema chain after it introduced new restrictions on repeat bookings.
The changes affect Odeon's myLIMITLESS membership, which allows subscribers to watch unlimited films from £16.99 a month.
Under the updated terms, users will receive a warning if they book the same film five or more times.
Odeon has said the changes are designed to "help keep myLIMITLESS fair for all members and ensure the scheme is being used as intended."
Fans have called out the change for being "nonsense"
Fans have voiced frustration online, with one user saying: "Either re-review your Odeon Limitless guidelines or rename your subscription because limiting a movie to five watches is not limitless."
Another wrote: "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."
Odeon informed members of the changes in an email, stating: "We wanted to let you know that we’ve made an update to the myLIMITLESS terms and conditions.
"To help keep myLIMITLESS fair for all members and ensure the scheme is being used as intended, we've introduced some additional checks on booking activity.
"Bookings should be made in line with how the membership is intended to be used, meaning fairly and for your own personal use.
"You will receive a warning email if your recent booking activity falls outside of these guidelines.
"This includes booking across cinemas that are too far apart on the same day, booking across a high number of cinemas within a short period, or having repeated bookings (5+ times) for the same film.
"If booking activity falls outside of these guidelines, you'll first receive a warning email.
"If the same activity continues, a 14-day restriction on advance and online bookings may be applied."
During the restriction period, members will still be able to book tickets in person at the cinema for same-day showings.
Odeon said these rules are intended to prevent misuse of the scheme, such as booking tickets for others or using the membership in a way that is not personal.
The company said: "You can read more about this update in our terms and conditions under clauses 6.12 and 6.13 here.
"If you have any questions about your membership, please contact our Guest Service Centre."
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."
What do you think about Odeon changing its subscription? Let us know in the comments.Â
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