Shocking service - I had to book twice.

I must say I was utterly disappointed and frustrated at the service I received yesterday. IMAX is no regular Cinema and that goes for price too. You would expect that should a customer be unable to make a movie and they call, service consultants could be able to check a booking reference if it has been used or not an assist the customer by looking for alternative time where seats are available so that the customer's money doesn't just get lost like that. I was unable to make the movie I had booked today. I called multiple times before the movie started and I had to hold and hold until my airtime ran out, I called again, same thing. Finally I tried after the movie had started and I held and held until I got through. Only to be told "no, we cannot assist you, you can only be assisted before the movie starts, other than that, we cannot assist". In a nutshell I had to book again and R244.00 for a single ticket with extras goes down the drain. If an organization can build a cinema like IMAX, surely they can have technology that can recognize if an online ticket has been redeemed or not and help their customer as there is a bar code on the ticket, surely that should be technology to make life easier. I wasn't asking for my money back, I am asking for a change of time to any available time post my slot, but clearly that was too much to ask. Now I had to book again because sadly, I needed to watch the movie. Shocking service for the price we pay, shocking service from such a well renowned organization. Sies.