The overwhelming majority of UK cinemas are backing the Government’s Great British Summer Savings campaign, which will see VAT on children’s cinema tickets reduced from 20 to 5 per cent over the Summer months.
The campaign, which kicks off today and will run until Tuesday 1 September, will see those cinemas pass on the VAT reduction on children’s cinema tickets to benefit families. Many operators will also be adopting reduced VAT on children’s food and drink.
Launching the campaign – which will run across a wide range of hospitality and leisure sectors – at ODEON Milton Keynes this morning, Prime Minister Sir Kier Starmer said:
“The cost of living isn’t just about paying the bills, it’s about being able to afford the moments that matter with your family.
“Whether it’s a trip to the cinema, a day out together or family meal, too many parents have had to hold back because of pressure on household budgets – that’s why we’re slashing VAT on family days out this summer.”
Welcoming the campaign, Lyn Goleby, Founder and Chair of Picturehouse Cinemas, said:
“I cannot think of a simpler and more accessible way to bring some affordable treats into family life this summer. We’re looking forward to a summer of family cinema that is super charged in every way except price.”
The UK Cinema Association warmly welcomes this initiative and very much hopes that its impact will strengthen arguments for a long-term and wider reduction in VAT on cinema tickets.
The full press notice from HM Treasury can be found here.