I absolutely agree. There are newer 3D films available at the £12 mark (Coraline, Despicable Me). Even the brand new Tangled 3D is "only" £18. I keep checking back to see if this has dropped from it's steep price, but no luck so far. It even seems to have gone up slightly in the last few weeks.
i guess the lower prices were to entice people to go 3d. now most people are heading there they are upping the prices. most of my 3d were 15pound, except how to train your dragon which was 20 pound. i reckon from now the prices will sky rocket till no one buys them anymore, like hugo and dispicable me. 24pound is way over, 10 pound rise in 9 months is a shocker