Also a cineworld unlimited user here.
They are really pushing the cards at the moment. I'm guessing that while with a regular movie they get to keep roughly half the box office receipts, they'll get to keep the full £14.99 from unlimited customers?
They'd still have to pay something to the film companies though. I guess they're hoping we all buy food and drink as that is the main source of income for a movie theatre. Unlimited Cardholders go more I guess.