Over half of Brits (57%) say they can’t fathom how someone could come in from a day at work and not immediately slip into something more comfortable, with a third (33%) saying it’s often the first thing they do after a long day.
Research from ODEON reveals that the average Brit is changed into their ‘comfies’ by 5PM each day, wearing them for a staggering 49.5 hours a week – that’s half the week! As a result, it’s no surprise that when it comes to watching a film, over a quarter (27%) of Brits ‘always’ choose comfort over style.
When it comes to Brits’ dedication to their pyjamas, 44% say that if it were socially acceptable, they would wear their comfy clothes everywhere, including in public. But as it stands, only 9% say they have worn their pyjamas to the cinema – the ultimate place to be comfortable! Nearly 9 in 10 (87%) agree, saying it’s important to them to be comfortable when watching a film. But it’s not only comfort; over half (54%) say comfort is ‘very important’ to maintain their focus when watching a film, and 27% say they always prioritise comfort over style when watching movies.
To support the UK’s cosy revolution, ODEON cinemas is calling for Brits to bring popcorn and pyjamas together, with no shame. Customers who attend an ODEON Cinema on 16th and 17th November in their pyjamas, will receive a £5 voucher to watch any film of their choice between 7th – 31st January.
As part of the research, Brits revealed their top ten favourite films to watch in their pyjamas, with The Lion King and Harry Potter making the top five.
- The Lion King
- Harry Potter and the Philosopher’s Stone
- Toy Story
- Back to the Future
- E.T. The Extra-Terrestrial
- Finding Nemo
- Top Gun Maverick
- Avatar: The Way of Water
- Barbie
- Spider-Man: Into the Spider-Verse
Jake Quickenden, who has partnered with ODEON to encourage customers to embrace their comfy side this winter, said “I love spending time getting cozy with my little ones, and I can relate to the millions of Brits who get into their comfies as soon as I get through the door! My kids would spend their lives in their pyjamas if they could, so I know going to the cinema in them is a bit of a dream come true for them!”
Suzie Welch, Managing Director at ODEON Cinemas, said “At ODEON, we believe everyone should feel relaxed when they immerse themselves in a film with us, and there’s nothing better than sitting in your comfies. So, on the 16th and 17th November, we invite you to join us at your nearest ODEON cinema in your PJs! As a thank you for embracing the cozy vibe, you’ll receive discounted tickets to use in January—perfect timing for the chilly months ahead. So, grab your favourite snack, settle in, and enjoy the film!”
Customers can take part across all ODEON cinema locations on 16th and 17th November 2024. To book your tickets, visit www.odeon.co.uk.
Customers who participate will be gifted a £5 ticket to redeem in January (7th – 31st).
ENDS
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This survey was conducted by 72 Point, where 2000 nationally representative UK respondents took part between the dates of 30 October and 1 November 2024.
T&C’s
- £5 price point is available online only for UKI ODEON cinemas (includes £1 booking fee)
- Upgrade fees apply
- Voucher code cannot be redeemed in-cinema
- Voucher code can only be used once
- Voucher code cannot be used with any other offer or discount
- Price does not include special screenings and events
- Offer is capped at 12,000 redemptions
- Vouchers are subject to ODEON’s standard T & C’s
