The UK's largest art house cinema chain is trialling popcorn-free screenings after customers said the snack was messy and noisy.
Picturehouse Cinemas, which has 19 venues across the country, will trial the scheme at some evening screenings in Norwich next month.
The chain said the decision followed customer feedback and was likely to result in the introduction of some popco
rn-free sessions rather than an outright ban.
Popcorn has long been an integral part of the cinema experience, with audiences paying up to £4.50 for the snack.
But Picturehouse Cinema spokesman Gabriel Swartland said many customers wanted it banned.
He said: "Popcorn is a contentious issue. Lots of people absolutely hate it and have asked us to ban it.
"If the trial is a success, and I've no reason to suspect it won't be, we'll roll it out across other cinemas where it will be appropriate."
He added: "People either love or hate popcorn. It makes sound business sense to cater to both these audiences."
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