Dendy Cinema, which is owned by Hollywood A-lister Mel Gibson, has been slugged with a $19,800 fine for allegedly failing to display the total of movie tickets.

The cinema chain paid the fine after it was issued an infringement notice by the Australian Competition and Consumer Commission (ACCC).

The consumer watchdog alleged Dendy Cinema had failed to prominently display the total ticket price customers had to pay, including all the unavoidable fees, until the final stages of a purchase. 

ACCC Deputy Chair Catriona Lowe said businesses must be upfront about their prices.

“Consumers are sometimes lured into purchases they would not otherwise have made when businesses display only part of the price upfront and reveal the total price only towards the end of the purchasing process,” she said in a statement.

“By initially only displaying part of the total price for a movie ticket, Dendy has reduced the ability of consumers to make an informed purchasing decision.”

Gibson and his long-time producing partner, Bruce Davey, bought Dendy Cinema through their company, Icon Film Distribution, for $21 million in 2008.

The chain now has six locations across Australia. 

9news.com.au has contacted Icon Film Distribution for comment. 

Today’s fine comes as the consumer watchdog investigates the wider cinema industry to ensure it is complying with pricing obligations.