London, Feb 7 : An Austrian cinema has employed a unique technique to lure more customers - allowing their pet dogs into the theatre.
The old Admiral cinema in Vienna has been struggling to attract customers after construction of multiplex cinemas nearby.
Thus bosses have started a monthly "Doggy Day" in a bid to attract more cinema-goers.
Visitors pay four pounds for a ticket while their pet pooches can go in for free and be given a blanket in which to snuggle up in their seats, as well as water and popcorn.
"The volume for the films is turned down a bit so as not to hurt the animals' ears," the Mirror quoted a cinema spokesman, as saying.
Thomas Feldinger, who took his labrador Hanjo, to the cinema said: "He loved it in there and so did all the other dogs."