Cineworld, which includes a 16-screen complex at the Bradford Leisure Exchange, has marked the first anniversary of being the only cinema chain to abolish all telephone and online booking fees for cinemagoers.

The celebration coincided with the introduction of new legislation which will force other cinema chains to follow suit. The Consumer Rights (Payment Surcharges) Regulations took effect from April 6 and prohibits operators from imposing ‘above cost’ payment surcharges on consumers.

A year on from scrapping all booking fees, Cineworld said it still led the way after making the move in March 2012 following research indicating that more than three quarters of cinemagoers would be encouraged to book online if there was no booking fee.

Justin Skinner, vice president of marketing, said the decision to scrap surcharges was a bold move but had seen Cineworld double online sales.

He said: “We would encourage other cinema chains to abolish unnecessary booking fees when the new regulations come into force – we have a responsibility to ensure that cinema continues to be perceived as good value and booking fees don’t help.”

Which? executive director Richard Lloyd said: “The new regulations are a victory for consumers, 50,000 of whom supported our campaign to see these “rip-off” charges stamped out.”