Free private subtitled screening invite

4 06 2010

The Walt Disney Company and IMS would like to invite you to a private subtitled screening of ‘The Prince of Persia’, an adventure extravaganza starring Jake Gyllenhall and Gemma Arteton.

The free screening will take place on Monday 14th June at 10.30am, at the Apollo Cinema, Lower Regent Street, London SW1.

Coffee, tea and pastries will be served, and we hope that some of you will be able to stay behind for a chat about cinema subtitling & audio description afterwards. Some feedback about how it’s all working would be very useful.

First come, first served – seats are limited. Please contact Derek ( stating your name to confirm attendance, or for any queries.


Free subtitled and audio described show: The Prince of Persia.
Date: Monday 14th June
Time: Arrival 10.00am for coffee, tea and pastries. Film starts at 10.30am. Film ends at 12.20.
Chat about cinema subtitling & audio description afterwards.

Address: Apollo Cinema, 19 Lower Regent Street, London SW1Y 4LR.
Map (just to the left of Jermyn Street)

The cinema is located a short walk from many major bus interchanges on Haymarket and Piccadilly, the Apollo Piccadilly Circus is close to Piccadilly Underground Station which is served by the Bakerloo and Piccadilly Lines. Nearest train station: Charing Cross.


Subtitled Prince of Persia trailer

Audio described Prince of Persia trailer

Disney Prince of Persia website

IMS (Independent Media Support Group)

Apollo cinemas

Subtitled cinema listings

Audio described cinema listings

More information on access to the cinema.

Apollo cinema contact information:
Box Office: 0871 220 6000
Switchboard/Enquiry Line: 0871 220 6000

The Apollo Piccadilly Circus 5 screen complex is the first new purpose-built cinema in the West End of London for over ten years, and is part of a £70million scheme set to enhance Lower Regent Street.

This cinema is equipped with:
5 state-of-the-art screens from an intimate 40 seats to a generous 168
Air-conditioned auditoria
Digital surround sound
Licensed bar
Licened auditoria
Full size reclining armchairs
Infra-red induction loop in all auditoria
Wheelchair access
Wheelchair spaces (2 per screen, except for screen 3)
The box office is accessible from street level with a lift giving access to all floors.


Subtitled and audio described cinema enables people with hearing or sight loss to enjoy film presented in its original and best form – the cinema.

The award-winning, industry-supported ‘Your Local Cinema .com’ website & information service exists to create nationwide awareness of, and build audiences for, subtitled & audio described films & shows.

Cinema subtitles, displayed along the bottom of the screen, include the spoken text as well as descriptions of sounds such as ‘door creaks’, ‘footsteps approaching’, ‘gunshot’.

Cinema audio description is a recorded narration, delivered through wireless headphones, which explains, during gaps in the dialogue, what is happening on screen.

“It’s the accessible cinema experience: SEE the dialogue! HEAR the action!”


In recent years, the progress made in the field of cinema access has been fantastic.

It is estimated that about nine million people in the UK have some level of hearing loss – one in seven of the population. Each year around 800 children are born in the UK with significant hearing loss while more than 700,000 people, including 34,000 children and young people, are severely or profoundly deaf. Some two million have significant sight loss and every day another 100 people start to lose their sight.

Before 2000, the only way people with severe hearing loss could enjoy cinema was to watch a foreign-language film. And people with severe sight loss would never dream of visiting a cinema.

Today people with any level of hearing or sight loss can enjoy the popular social activity of a trip to the cinema. Every week thousands of people in hundreds of cinemas nationwide watch the latest films with on-screen subtitles, and many listen to a recorded narration of the film (audio description) through wireless headphones.

Most UK cinemas, including all 3D and digitally- equipped sites, now have subtitle facilities, and more than 300 can broadcast an audio described soundtrack. UK distributors ensure that most popular releases – including 3D films – are available in both subtitled and audio described versions. Almost a thousand films have been made available to date.

Most suitably-equipped cinemas utilise their ‘access’ facilities regularly and every week there are more than 550 English-language subtitled shows nationwide, and thousands more audio described performances.

For people with hearing or sight loss, cinema is not the out of bounds social activity of the past, but is now a very accessible, welcoming, exciting, day or night out with family or friends.


A selection of quotes and reports from people with hearing or sight loss who have discovered – or rediscovered – the joys of cinema-going, thanks to subtitles and audio description:

“Have you ever tried to lip-read a masked super hero or villain? Or an animated rat, fish, car or robot? Without subtitles we just watch the pictures and guess the story”

“I enjoyed A Christmas Carol a lot. I can hear well with my digital hearing aids, compared to many deaf people I know, but the unfamiliar, oldie-style Dickensian words would have been lost on me without subtitles.”

“My profoundly deaf mother had given up trying to lip-read movie stars years ago. At a subtitled show her eyes flickered into life. Two glorious hours and finally my mother and I have rekindled our cinema habit. She is now in her seventies, I’m approaching my forties. It May have been some time coming, but damn was it worth it!”

“My Granddad was a big film fan – Dad too – and I grew up with books and magazines on films and cinema in general. But being deaf, thanks to meningitis, I could never get the full cinema experience. My Granddad, also very deaf due to his advancing years, used to say it was better for people like us a hundred years ago when silent films were around as they had caption cards on the screen! I missed out on many films at the cinema, which I have since watched with subtitles on DVD. I believe that if my Granddad was alive today he’d be joining my Dad and me on our regular trips to the movies because captioned cinema has returned!”

“I know quite a few people who, like me, have become disabled in the prime of their lives. I served in Iraq, came home last year with permanent damage to my hearing. I can still enjoy music, it’s just not as clear as it used to be. I find I now read a lot of song lyrics! Never really bothered before. Same with films. I can still enjoy them with a little ‘assistance’. In this case, subtitles. I only go to the cinema now if the film is subtitled. Thankfully most are these days.”

“The cinema audio description experience is like listening to a Harry Potter audio book, but with all the actors voicing their own parts and with the addition of the film’s complete soundtrack – delivered in fabulous surround sound”

“After losing most of my sight four years ago I gave up on cinema – only to discover audio description some months later. I’ve since watched many more films. Watching ‘Avatar’ I felt just like one of the crowd, reacting with amazement just like the other people in the cinema. I actually felt like I had my vision back.”

“I have lost my sight. You think I can’t enjoy the cinema? Imagine the scariest film you know, only SCARIER!”

“Audio described cinema is wonderful, not just because it allows me to enjoy movies but to discuss them with sighted friends afterwards. Through cinema audio description, I have been able to follow up the recommendation of a friend who gushed about the beauty of the visuals in Volver. Conversely, I have been able to return the favour by plugging the striking images in The Assassination of Jesse James by the Coward Robert Ford. It doesn’t matter that I couldn’t ‘see’ them – the description was so vivid that I can still imagine Brad Pitt shooting into the ice, causing a puff of smoke to rise, or Casey Affleck in a rocking chair. When accompanying sighted friends, I can enjoy the car chase in Casino Royale and the decapitation by helicopter blade in 28 Weeks Later, relying on my memories of being a sighted gorehound.”


Subtitled cinema!

Subtitled Sex & the City 2, Prince of Persia, She’s Out Of My League, Robin Hood, Tooth Fairy, Death at a Funeral, Nightmare On Elm Street, Iron Man 2, Back Up Plan and more…




One response

4 06 2010
Jeremy Freeman

Typical – always the wrong hours! Surely most of us are at work! Odd timings!

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