The 60-year-old is suspected to have suffered a heart attack in a private booth in Marghera near Venice on Friday afternoon.
The unnamed man had cycled up, paid five euros for a 15-minute video and shut himself in one of the rooms.
But owner Franco Garoni grew worried when the customer did not reappear and went in to find him collapsed on the floor, Il Gazzettino reported.
Mr Garoni said the Briton had seemed 'quiet' and perhaps 'tired' when he arrived but had not seemed on the brink of death.
Like other guests, the man had shut himself in one of the booths by switching on a red light indicating 'busy'.
The owner called emergency services and when doctors arrived they tried to resuscitate the man but it was too late.
It is suspected the Briton suffered a heart attack in the booth, according to Italian media.
Mr Garoni said he had never seen the man before.
The ground-floor business advertises itself on its shop windows as a 's.e.x.y shop' featuring 'single-seater cinemas'.
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