Not had time to read all the posts on this, had to skip through a bit playing catch up.

As someone who remembers being shocked when the multi screen cinema in Stoke wanted £6.95 off me I did think £30 was too much.
And I kind of agree with posters who are underwhelmed at the product. Would you pay £30 for a 1.5 hour movie with average actors in it?
But then as James pointed out, it's not about takeaways or restaurants it's about supporting your team. There are other movies, there are other restaurants. There is only one Dundee United.