If anyone can spend £40 a ticket each time they watch a film on the Dolby Vision screen then fair play to them. Let's be honest, if we all had the cash, we'd be doing the same.£40 for a cinema seat? I know Brexit and the exchange rate favours tourists, however that is extortionate especially when considering the number of films released each year that would " justify " such a price.
But these particular seats are in the Royal Box which are meant to be the best seats in that particular screen. There are cheaper ones in there that could be more palatable for some.
For your run of the mill films, sure - going to my local Vue and paying £5 to see a film makes sense. But for those top end films (like Avengers: Endgame), I won't have any issues paying that sort of price if I get the experience of watching it in the best possible way.