I agree. The Cineworld in Birmingham is my local and I'm an unlimited premium member. Been going for a few years now and it's better than most around. Its very comfortable, clean and It never gets that crowded when I go either which is a bonus. The IMAX screen is a great addition too. More people seem to go to the AMC in Broadway Plaza but I find that uncomfortable.
I have to admit I've never been to the Broadway Plaza multiplex. Though I remember a friend telling me it's changed from AMC to Odeon now.