You'll see from my profile that I have already reviewed both Cineworld and their excellent Unlimited Card scheme, so it would be cheap to re-review them here. Instead, this will purely be a review of how the West India Quay Cineworld differs from other Cineworld's, and what the quality of the service is like.

West India Quay is in a location incredibly easy to get to. It is right next to Canary Wharf, and a good point of reference is the nearby Mariott Hotel, as the Cineworld is visible from outside. It also only a 2-minute walk from the WEQ DLR station, which makes getting back home very quick, and if you live locally, there's also a gym next to the cinema.

The building is huge, and has three stories. It's the biggest Cineworld I've been to, and is probably the nicest, also. My only real complaint is that sometimes the front desk is a bit understaffed, resulting in queues at peak times. Also, sometimes the staff are inclined to leave the cinema doors open when cleaning, which is a bit frustrating if you're waiting outside for the next screening of the film to start, meaning that you often hear the end of the film! However, the layout in general is very good, and at these peak times they employ security to keep things safe.

When you venture up the escalators, you'll realise that there are three floors. The first floor has 5 cinema screens and a food bar on it, then the second floor has a lovely bar on it, which is still quite novel for me as I've never seen a cinema with a bar before, and the third floor has the remaining screens with another 5 screens in.

The pricing structure etc is exactly the same as Cineworld (not the usually expensive London cinema price!), but what sets the London Cineworld's apart is the eclectic selection of films - recently I've seen more artistic fare like An Education which hasn't shown in many other parts of the country, and for film buffs like me, that is a huge plus.

If you live in East London and want a quality cinema, this is it.