People enjoying a smooch in the Prince Charles Cinema in London's West End are being encouraged by Premier Inn to ''get a room'

Amorous couples canoodling in the back row of a London cinema are being told to “get a room” – and shown where to find one.

People on a date who get more caught up in romance than the movie they are supposed to be watching are being targeted by Premier Inn.

The hotel chain is using adverts on the backs of seats to get the message across that there is an opportunity nearby for a private clinch away from prying eyes.

Premier Inn is piloting the initiative in the West End’s Prince Charles Cinema, just a short walk from the chain’s new Leicester Square hotel.

Claire Haigh, head of communications for Premier Inn, said: “A romantic date to the cinema is old-fashioned romance at its best, with the back row being full of first dates and stolen kisses.

“The new Premier Inn London Leicester Square is right in the heart of the West End’s, surrounded by theatres and cinemas making it perfectly located for those wishing to embrace without becoming the main attraction themselves.”