Next time you see one of those nicey-nicey adds for Picturehouse Cinemas that run before every screening, with smiling staff tending to enraptured patrons over Stuart Hancock’s beautiful and elegiac score, you have my permission to vomit into your box of overpriced popcorn.
I had been feeling good again about my lovely local cinema, the Brixton Ritzy, since the staff’s year-long campaign for something approaching the London Living Wage recently reached an amicable conclusion – even if the timing, which preceded the announcement of a giant gleaming refurbished Picturehouse in the Trocadero Centre, seemed a tad conveniently designed to deflect any negative publicity.
Well, it seems parent company Cineworld giveth with one hand and taketh with the other. They have just announced that because they are paying staff a little more, they will be sacking nearly a quarter of the Ritzy’s workforce: “at least” 20 out of 93. No other Picturehouse cinema is affected, because no other Picturehouse cinema has yet banded together to ask for a wage increase. They claim to have warned union Bectu that wage increases might entail redundancies, but the scale and speed has taken everyone by surprise.
I’m not a revolutionary or an idealist, but I do believe people should be paid enough to live on. Even George Osborne has been bitten on the arse by the now nearly non-existent power of unions and collective bargaining, when it was announced that though the jobless total had decreased, average Britons were being paid so little that there was an unexpected hole in tax revenues.
Picturehouse cinemas make money because they are friendly places where the cinephile patrons like to linger over a beer to discuss the movies they have seen. This image is reinforced by the aforementioned ad, which puts excellent customer service front and centre. Picturehouse are foolish to allow even the appearance of punishing or deterring those workers who, like Oliver Twist, dare to ask “Please, sir, can I have some more?”.
Sort it out, Picturehouse, before you do irreparable damage to your brand.
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