Cinema is the reel deal

Apollo Cinema in Morecambe.
Apollo Cinema in Morecambe.

Morecambe’s Apollo cinema has changed hands for the second time in less than a year.

From February 1, Apollo Morecambe will be known as The Reel Morecambe and has become part of the Reel cinemas chain.

Muhammad Faisal, Reel Cinemas operations manager said: “We are pleased to announce the takeover of Morecambe cinema and looking forward to improving the customer service experience.

“Reel Cinema proud themselves on providing value for money, and we like people to feel that it’s their local cinema.

“There is no change in staffing level or management structure.

“Reel cinema will be accepting any valid Apollo gift vouchers issued until June 30.”

The sale of the cinema, which was bought by Vue Cinemas last May, was made in order to avoid falling foul of the Office of Fair Trading.

The Office of Fair Trading carried out an investigation that raised competition concerns in four areas of England and Wales, including Morecambe.

It said there was a risk the cinemas could raise their prices or reduce film choice and quality of service to customers.

Vue offered to sell one Apollo cinema in each of the four areas of concern, leading to the OFT suspending its duty to refer the matter to the Competition Commission.

Now the OFT has confirmed it has accepted undertakings from Vue to sell the Apollo in four locations in England and Wales including Morecambe and would not be taking the matter further.

Reel Cinemas Limited, which opened its first cinema in Loughborough in 2001, now runs a dozen in locations across England.