Toast - EasyCinema

The EasyJet founder, Sir Stelios Haji-Iannou, tried to shake up the cinema industry by introducing low-cost movie theatres.

Tickets were priced as low as 20p for customers who booked in advance.

So, why didn't EasyCinema take off?

Stelios speaks to the BBC Business journalist, Sean Farrington, reflecting on his attempts in the early 2000s to bring to UK cinemas the same dynamic pricing that had revolutionized the aviation sector.

At the end, resident business expert and entrepreneur, Sam White, has to come up with her own conclusions about the fate of EasyCinema based on what she has just heard.

If you have a good idea for an interesting Toast topic then tell us about it - email toast@bbc.co.uk

Produced by Jon Douglas, Toast is a BBC Audio North production for BBC Radio 4 and BBC Sounds.