I've personally ended up choosing to view a film at an Odean cinema as a direct result of the 'accessible version' site.
If I were the owner, I'd go straight back the papers and show them up.
I'd also go and tell my tale to any disability groups that would listen.
Presumably Odeon have some form of in-house means of making films accessible to a variety of disabilities, so presumably they should be equally diligent about their own website.
Penultimately, I'd instigate an email campaign (via the site) to see if I could demonstrate how many people I've helped through their doors so they could compare whether my site was, on average, a help or a hindrance towards putting bums on seats in Odean cinemas.
I strongly suspect it was the former.
*then* I'd break out the muck-spreader.