A spokesperson for easyJet has cleared up confusion in recent reports that easyJet’s owner Stelios Haji-Ioannou is intending to bring his low ticket price easyCinema project to a second site in London.

Haji-Ioannou’s first test site for an easyCinema multiplex – in Milton Keynes – has struggled on the distribution side to find a regular supplier for first-run films. So far, the only new release that has been given a first-run at the Milton Keynes easyCinema was from 20th Century Fox while the site has also been hit by claims that its theatres are only 20 per cent full..

However, according to an easygroup spokesperson, Milton Keynes has taught the group some valuable marketing and product lessons according to an easygroup spokesperson: “Milton Keynes was the perfect site for a clinical test through which we could successfully gauge catchment areas, price elasticity and how effective price incentives can be while also looking at how easyCinema fares against a direct competitor. The consumer side has gone well so far – it is only on the distributor side that we are experiencing trouble for getting regular first-runs of new films.”

As for reports that easyCinema is already struggling, the spokesperson countered: “It’s only a six month-old company and it takes time to make money with any new business. Compared to the rest of easygroup, capital expenditure on easyCinema is tiny.”

The spokesperson continued: “An easyCinema in London is a possibility and, ideally, it would be nice for the second easyCinema to be inside the M25. London is our target city but, equally, the second easyCinema could well end up being outside the M25. All I can definitely say is that it will be in the south of England and we are actively looking for a second site at the moment.” Details: easycinema.com