Ticket prices at Borehamwood's cinema have been slashed in a bid to encourage more people through the doors.
The Reel Cinema in Shenley Road has stayed open but it is suffering low footfall as movie fans choose to stay away due to the pandemic.
But cinema manager Asad Qureshi says the cinema is Covid secure and is appealing for people to come and visit.
He said: "Without the customer's help, the cinema is fighting a losing battle.
"We have done everything possible to make sure we have a clean, safe environment for customers regarding social distancing and Covid-19.
"Standard tickets will now be £2.50 before 1pm, and £3.50 after 1pm, which before the pandemic was over £8.
Reel Cinemas is independently owned and the Borehamwood branch received a visit from the Culture Secretary and Hertsmere MP Oliver Dowden earlier this year as part of a funding announcement.
Reel, which has 14 cinemas, is being supported by the government, receiving a share of the £650,000 Covid-19 support fund for the independent cinema sector.
Oliver Dowden at Reel Cinema in Borehamwood
Chris Morgan-Giles from Reel Cinema told ITV the challenges of reopening have been "enormous".
He added: "The cinemas are losing a huge amount of money every week...but we have to try and stay open to get our public used to the idea of going to the cinemas again."
He said that the first cash grant "has been very helpful".
A Reel spokesperson added: "The cinema industry is a perilous state now. We are experiencing a revenue loss of over 80% year on year, which is clearly unsustainable.
"The problem is not primarily social distancing rules. The problem is fundamentally getting the customers to want to come out again. They may understandably feel nervous, but if they were to come once, they would see the precautions and the safe environment.
"If the cinema industry dies, it takes with it thousands of jobs but more importantly it destroys a fundamental social facility that has been part of our society for approaching a hundred years.
"It cannot be replaced and therefore must not be allowed to die."
To see a list of films on at The Reel in Borehamwood, visit https://reelcinemas.co.uk/borehamwood/now/
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