A cinema in Norwich is offering free ticket vouchers to any filmgoers wearing pyjamas.

A new study has found that nearly half of Brits wish it was socially acceptable to wear their pyjamas in public, with one in 10 people admitting to already heading to the pictures in their PJs.

ODEON in Riverside is now taking this to another level, encouraging film buffs to watch the latest blockbusters in their nightwear.

Jake Quickenden has teamed up with the cinema to promote the PJ wearingJake Quickenden has teamed up with the cinema to promote the pyjama wearing (Image: James Linsell-Clark/PinPep) On November 16 and November 17, the cinema is challenging its customers to come in their pyjamas, offering £5 ticket vouchers for anyone who does.

The coupon will allow customers to watch any film between January 7 and January 31.

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Former X Factor contestant Jake Quickenden, who has partnered with ODEON, said: “I love spending time getting cosy with my little ones, and I can relate to the millions of Brits who get into their comfies as soon as I get through the door.

"My kids would spend their lives in their pyjamas if they could, so I know going to the cinema in them is a bit of a dream come true for them.”