Mark Batey

EasyJet took prices of flying in Europe from £100 to £50 in round numbers, one-way tickets.

more than twice as many people decided to take a flight.

So the overall pie, if you like, grew.

So Isiget found customers and Ryanair found customers without needing to take away the customers from British Airways.

The business of going to a movie theater is similar to an airline in a way.

It has a fixed cost.

It has a number of seats.

You have to book them.

You can choose a time and a location.

The actual movie, which one do you want to see?

Like a destination, if you like, for the airline business.

I think the business of movie theaters was a combination of there was a movie theater there, cheap, available.

Odeon told me, you can rent this cinema for three years for relatively low rent to test all these weird and wonderful things and theories you have.

And the other thing I realized is it's extremely PR-friendly.

People are fascinated by movies, you know, the whole glamorous business of watching movies.

And therefore, I think pound for pound, that little experiment in Milton Keynes generated more free PR for us than any other experiment I've done.

You know, they gave us a lot of publicity, some of it positive, some of it not so positive, but you know what?

I'm also believing there is no such thing as bad publicity.

So the brand always emerges stronger.

The other thing I did, perhaps in a typical Stelios fashion, I made a split second decision.