I have done some work on the entries for Cineworld.
The number 020 8742 4010 goes to the Customer services menu, exactly the same as 0844 815 7747 does. It is also busy at times, just as the 0844 number. I have therefore listed the 020 number as the alternative to the 0844 one.
I have removed the 020 8987 5000 from the database. It was previously listed as verified for customer services, albeit that the caller had to ask to be put through. It may have been that those answering the number were prepared to put the odd call through but that and influx of calls led them to refer callers to the 0844 number.
Perhaps the reason that the Customer services menu doesn't allow access to the Unlimited helpline is because it is operated elsewhere and maybe even outsourced.
This PDF is an Atos case study which talks about it being the provider, including the customer support centre.
Cineworld, in common with many entertainment establishments, chooses to impose a fee for customers to make contact by telephone. It is expected that Ofcom will soon be announcing its decision to go ahead with radical reform of these numbers which will mean that users will have to be open about the Service Charge they impose on their customers.