Vienna’s Admiral Cinema has opened its doors to man’s best friend, through a once-a-month “Doggy Day Promotion” that lets dog owners take their pets with them, to the movies.

In order to lure people away from the Lugner City Kino multiplex that opened nearby, the 90-year-old Admiral Cinema decided to become more appealing to dog owners, by allowing them to bring their pets inside the cinema. That may seem a little extreme, but it might just pay off, considering many dog lovers don’t go anywhere without their pampered pooches.

Once a month, dogs get free admission inside the cinema, as well as soft seat blankets, fresh water and tasty treats, including popcorn and mince pies. As far as the actual movie presentation is concerned, the only real difference from a normal movie is that the volume is turned down a bit, as not to hurt animals’ ears. While all the dogs seem interested in the movie, it just takes one of them to bark and they all join in. That’s when the real show starts.