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World-renowned dating expert Lara Asprey appointed as ODEON’s ‘Head of Row-mance’

12 Feb World-renowned dating expert Lara Asprey appointed as ODEON’s ‘Head of Row-mance’

Just in time for Valentine’s Day, ODEON is helping Brits have a successful cinema date by appointing celebrity dating expert Lara Asprey as its first ever ‘Head of Row-mance’. The move comes after new research revealed that 3 in 4 Brits (73%) have been put off their date based on their cinema etiquette, which is unsurprising as the nation is divided (60%) over whether it’s acceptable to kiss during a film.

The research commissioned by ODEON revealed that their dates being on the phone (33%), eating too loudly (30%) and falling asleep (25%) are the most common turn-offs Brits encounter on their cinema date, with a further 50% judging their date purely on their film choice. Some people are even striking out before the trailers have begun. Alongside kissing, cinema etiquette is a cause for confusion for British daters, with working out how to split the bill (53%) and deciding on the genre of film to go for (46%). 35% of daters were, however, certain that the ideal seat location during a date is the back section, with a majority of 97% insisting that the end of the row against the wall does nothing to inspire some much-needed row-mance.

Lara, who provided dating advice to numerous celebrities and high-profile identities, has trained ODEON colleagues to assist those on a date and subtly steer budding romantics in the right
direction. From equipping them with ice breakers designed to encourage conversation to flow, to giving recommendations on what to eat and drink for the best impression, ODEON colleagues will be the unofficial wing men and women for the UK’s dating scene, instilling the cinema’s position as the ultimate date night destination.

Head of Row-mance, Lara Asprey said: “I am excited to train the team at ODEON on cinema dating etiquette. The role of cinema in our lives now goes further than just enjoying the movie itself, audiences are craving sensory experiences and indeed romantic ones. ODEON has long been a top date night destination, and now the team will be even more prepped to host those on a date with ice breakers and specialised recommendations.”

Chris Bates, Commercial Director at ODEON UK & Ireland added: “Whilst Valentine’s Day is a huge time for daters to visit the big screen, we see ODEON as a great choice for date night all year round. Most of us know how tricky a first or second date can be, so we’re very excited to have Lara on board to provide our colleagues with the skills to help those in need!”

The month of love will culminate with a trial speed dating evening at ODEON Luxe Leicester Square. In conjunction with popular dating agency, SpeedDater and hosted by Lara Asprey, singletons will be in for a night of food, flirting and film.