As the Met Office issues an extreme weather warning for next Monday and Tuesday, a cinema chain has spared a thought for the community of ginger-haired people who aren't best equipped to deal with the crazy heat.
The national weather service has warned that there would be an extremely rare red heat warning for England between Monday (18 July) and Tuesday (19 July) next week.
Large parts of England will hit high 30s and possibly 40C in some places.
Well, some studies suggest that redheads have an 'aversion' to the summer heat.
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The combination of red hair and a fair complexion apparently makes it rather unpleasant to sit in the sun.
One witness said: "I’m a redhead who is part pasty white and part freckly.
"Fifteen minutes in the summer sun sees me ‘glowing’ an unhealthy shade of red, the sun having commenced its roasting process."
So, as a solution, it seems that Showcase have decided to a helping hand by offering free cinema tickets to redheads so they can chill in the cool, air-conditioned space.
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Mark Barlow, UK general manager for Showcase Cinemas, said: “While the UK enjoys some much-needed sunny weather, we know how hard some people find the heat.
"That’s why to tackle the heatwave, we’re offering red heads free entry to our cinema screens this Monday and Tuesday, so they’ll be able to enjoy some of the amazing films on offer in the comfort of our air-conditioned cinema screens and ensure they stay protected from the sun."
You'll need to head over to your local Showcase cinema on Monday (July 18) and Tuesday (July 19), where you'll be limited to one free ticket per redhead.
The full terms and conditions are: "Free ticket available in person at the cinema box office only on Monday 18 and Tuesday 19 July.
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"Available for screenings starting on Monday 18 and Tuesday 19 July only.
"One free ticket per transaction and per day for guests with red hair.
"No reimbursement for previously purchased tickets allowed.
"Not available for Gallery seating tickets, and additional charges will apply for other premium seating and / or formats, including XLR, XPlus, 3D and Director’s Hall.
"Not available in conjunction with any other offers or promotions, including Meerkat Movies.
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"The decision of Showcase Cinemas in all matters is final and binding.
"There is no cash alternative.
"Offer may be withdrawn at any time."
Anish Vij