The Odeon cinema chain has bowed to anger from Welsh cinema-goers, after it was accused of ripping off customers.
The Odeon branch in Llanelli was charging more than double the cost of a ticket at the branch in Swansea, just half an hour drive away.
A ticket bought online via the Odeon website cost £5.75 in Swansea, compared to £12.75 in Llanelli.
The chain came under heavy criticism, with movie fans saying it was taking advantage of its position as the only cinema in the town, and 'scamming families'.
However, after the pay disparity attracted unwanted attention on social media, the chain has now said it will reduce its prices in line with many of its other branches around the country which charge £5 for tickets.
A spokesperson told The Sun: “There are many factors that influence our ticket prices, including ticket type, time of day, type of film, location, and other costs.
“Our overall aim is to give our guests the best possible experience at great value. We are pleased to confirm that guests at Odeon Llanelli can now enjoy tickets from £5 all day, every day (terms and conditions apply).”
Local councillor Sion Davis said: “Thanks to residents' pressure, we've got ticket prices almost halved in Llanelli Odeon.
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“Until recently, Llanelli families had to pay almost double what they would if they went to Swansea. Almost £10 a ticket. Not good enough.
“So we named and shamed Odeon in the local paper. And got ticket prices cut to £5 all day, every day. Helping local families save money on a trip to the cinema.”
Cinema prices in the UK dropped for the first time in 17 years, according to stats from the UK Cinema Association released in January this year.
Average ticket costs went down from £7.49 per ticket in 2017 to £7.22 in 2018, with the association crediting 'tactical discounting' for the price drop.