For millions of fans, the Friday 5th March release of Tim Burton's 3D blockbuster Alice in Wonderland is a very important date.
Not so for Odeon which is standing alone in a row over screenings and won't show the movie in their UK, Ireland and Italian cinemas.
The stance is a response to a dispute over the interval between Disney's fantasy adventure hitting cinema screens and its DVD release. Disney want a three month window, instead of the longer usual period of 17 weeks.
Odeon, which has more than 100 cinemas in the UK alone, fears Disney's proposals would "inevitably set a new benchmark, leading to a 12-week window becoming rapidly standard in the UK for the majority of film titles".
Odeon and UCI cinema group said in a statement: "Odeon/UCI has invested considerable sums of money, especially in the UK, over the past 12 months to install digital projection systems in its cinemas to enable customers to enjoy 3D."
The cinema group said it would be showing the film in its Spanish, German, Portuguese and Austrian cinemas - "where Disney has indicated that it plans to observe the normal DVD release window".
Disney sources said today that "active conversations" with cinema chains were ongoing.
On the plus side, Vue and Cineworld - the country's second biggest cinema chain - both said that they have reached an agreement with Disney and will definitely be showing Alice In Wonderland in both 2D and 3D.
What do you think? Are Odeon and Vue shooting themselves in the foot? Or are they right to take a stand. Let us know on our Twitter stream or Facebook page.
