The Keswick Alhambra is introducing increased discounts for locals and young people after a report revealed pensioners’ concessions reinforced unfairness.
Carol Rennie, cinema co-owner, said: “We’d often discussed increasing discounts for locals and young people, but it just wasn’t an option, financially. But then I came across the Resolution Foundation September 2018 report: Baby-boomer Concessions: How ticket prices for a wealthier generation reinforce unfairness.”
The report suggests that age-related concessions, designed to help poorer older people participate in cultural activities, are no longer appropriate when pensioners are becoming a relatively wealthy section of society.
“Many of our customers are visitors, who often comment on how cheap our prices are. Those are the people that really don’t need senior discounts too, and so we are removing the current concession for over 60s, and replacing this with increased discounts for our local, regular patrons of all ages via our Friend of the Alhambra scheme. We are also increasing the concessions available for young people, and widening the age group this covers, from under 15 to under 21.”
Standard ticket prices will remain the same as this year in 2019 – £7.50 balcony and £6.50 stalls.
Anyone on pension credit will get a free Friend of the Alahambra card and disabled guests will get a complimentary ticket for their carer when they visit the cinema.
The Friend of the Alhambra loyalty card will cost £12.50 in 2019 and includes one free standard cinema entry ticket, plus £1.50 off every ticket thereafter. Members of the Keswick Film Club, YHA and Women’s Institute members will get a complimentary ticket and an annual Friend of the Alhambra card for just £10 in 2019, in place of their current discounts.
For more information visit www.keswickalhambra.co.uk.