Filmgoers across Ireland are being offered incentives to celebrate National Cinema Day, with tickets reduced to €5.
The initiative aims to celebrate the experience of cinema-going and its place in Irish life and culture.
Ireland has an average of one cinema screen per 10,000 people, the highest density of cinema screens per capita in Europe.
Participating cinemas are offering reduced priced tickets all day for any movie, seat or screen format that is on offer.
Over 99% of cinemas are taking part in the initiative and more than 220,000 admissions are expected.
The scheme, supported by Screen Ireland, returns this year following previous success.
Last year's event recorded over 217,000 admissions making it the biggest cinema-going day of 2023.
Director of Century Cinemas Mark Doherty welcomed the return of the initiative.
"Cinema has been much loved in Irish society for over a century and we are delighted, alongside most of the other cinemas in the country, to participate in National Cinema Day," he said.
"We look forward to seeing audiences come out in their droves," he added.
Director of the Oscar nominated Irish language film An Cailín Ciúin said the scheme is a "brilliant opportunity to reconnect with the big screen experience".
Colm Bairéad said "cinema is where our stories really come to life".
"What's truly wonderful about it, is that it’s something we do together, a shared experience without distraction," he said.
