Film fans have criticised Odeon after the cinema chain introduced new limits on its 'myLIMITLESS' membership, which previously promised customers could watch 'all our films, as often as you like, from only £16.99 per month'.
The company contacted members by email to announce updated terms and conditions, explaining that users will 'receive a warning' if they make 'repeated bookings (5+ times) for the same film'.
New booking restrictions explained
According to the email, members whose booking activity continues to fall outside guidelines could face a 14-day restriction on advance and online bookings. Two other limits were also introduced: banning 'booking across cinemas that are too far apart' and 'booking across a high number of cinemas within a short period'.
During any restriction period, customers will still be able to book visits, but they will need to 'book tickets in the cinema for the same day'. Odeon's email states that the changes 'help keep myLIMITLESS fair for all members and ensure the scheme is being used as intended'.
Fans react on social media
The company added that the membership should be used 'fairly and for your own personal use', and the terms and conditions specify that members cannot use it to book for anyone else.
Film fans took to X to complain, with one demanding Odeon rename their 'nonsense' membership scheme and another asking 'what's the point in it?'. 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."
Full warning email and Odeon response
Odeon's email reads: "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 this time, you'll still be able to book tickets in the cinema for the same day.
"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."
