New cinema advert for accessible screenings

11 05 2009

A new cinema advert aimed at raising audience awareness of the availability of subtitled and audio described screenings at UK cinemas will hit the big screen next month.

You can view the ad HERE.

UK cinemas lead the world in making their sites accessible to people with disabilities. More than 300 UK cinema sites have facilities to provide both subtitled and audio described films for people with hearing or sight problems respectively. And the number of subtitled film screenings per month now stands at around 2,000 nationwide, with more than 700 films now available in accessible formats.

But despite this provision, levels of attendance of many screenings remain low. The new ad – produced by Creative Mwldan with the support of a range of cinema industry interests – is an attempt to address that, and is aimed as much at the friends and family of those with such disabilities and the disabled customers themselves.

Looking forward to the new ad campaign, CEA Chief Executive Phil Clapp said:

I am hugely grateful to industry colleagues for all of their support in bringing this advert to the screen. We very much hope that it will encourage a large number of customers with disabilities to recognise that the cinema is for them as much as it is for any other member of the public.

Welcoming this initiative, Lesley-Anne Alexander, Chief Executive of the Royal National Institute of Blind People said:

RNIB welcomes the launch of the cinema access advertisement as part of the continued efforts of the UK film and cinema industry to promote and increase access to films and cinemas for blind and partially sighted people. We look forward to continue working with them on this journey.

Jo Campion, Head of Campaigns at the National Deaf Children’s Society commented:

Every deaf child has the right to the same opportunities as a hearing child, and that includes being able to enjoy going to the cinema to see the latest films. The National Deaf Children’s Society welcomes the new cinema advert and hopes it will lead to greater awareness of the availability and importance of subtitled films for deaf children and young people.

Derek Brandon, editor of yourlocalcinema.com – the industry-sponsored website and information service for ‘accessible’ cinema – added:

This new advert will be viewed by thousands of people every week nationwide. Many people know someone with a hearing or sight problem and we hope that people who see the ad will inform others, creating awareness of the world-leading ‘access’ services provided by hundreds of UK cinemas.

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The UK leads the world in ‘accessible’ cinema. Most major cinemas now have facilities to screen the latest films with subtitles for people with hearing problems, and audio description for people with sight problems.

Most popular releases are available with subtitles & audio description ‘files’. These files can be used to screen shows on 35mm-based systems (installed in more than 300 UK cinemas), as well as on digital systems (installed in more than 250 UK cinemas). ‘Accessible’ shows are now a regular feature in hundreds of cinemas nationwide.

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“I served in Iraq, came home last year with permanent damage to my hearing…”
Click HERE to read hundreds of quotes and reports from people with hearing or sight problems who have discovered – or rediscovered – the joys of cinema-going, thanks to subtitles and audio description.

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ON THE WEBSITE:

Subtitled: Star Trek, Wolverine, Coraline, Hannah Montana, State of Play, Monsters vs Aliens, I Love You Man, Fast & Furious, Observe & Report, Let The Right One In and more…

Shows are added to the website when announced – view by film or location at Your Local Cinema.com

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Subtitled trailers:

New! Summer 2009 preview trailer! Star Trek, Wolverine, Transformers 2, New Harry Potter, Terminator Salvation, Observe & Report, Angels & Demons, I Love You Man, Fast & Furious, Race to Witch Mountain, Monsters vs Aliens, Marley & Me, Up (Pixar) and many more at Your Local Cinema.com

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About cinema subtitles & audio description.

“Fact is that as we age, loss of some hearing or sight is inevitable… Access to film via subtitles & audio description is something that we all may appreciate, eventually”

Cinema subtitles (properly known as captions) are displayed along the bottom of the cinema screen. They include the spoken text as well as descriptions of sounds such as ‘door creaks’, ‘footsteps approaching’, ‘gunshot’ etc.

Cinema audio description is a recorded narration which explains – in gaps in the dialogue – what’s happening on screen. It’s delivered through wireless headphones – only the wearer hears the audio description soundtrack. One blind cinema-goer has likened the experience to listening to a Harry Potter audio book, but with all the actors voicing their own parts, and the addition of the film soundtrack – in fabulous surround sound.

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

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Winner!

Your Local Cinema .com has won the ‘People’s Choice Award’ at the Daily Mail Enterprise Awards. Thanks to everyone who voted! Coverage is HERE.

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Your Local Cinema .com is a non-profit group sponsored by the UK film industry.
Interested in part-sponsorship? Please contact subtitles@yourlocalcinema.com. View existing sponsors HERE.





Changes to CEA Card scheme

17 04 2009

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If you’re registered blind or in receipt of Disability Living Allowance / Attendance Allowance, you can obtain a CEA card for £5.50, entitling you to a free cinema ticket for someone accompanying you to the cinema. 90% of UK cinemas support this scheme. You can download an application form HERE. Check if your cinema is participating in the scheme HERE.

There will be changes to the CEA Card scheme from 1 March 2009. All CEA Cards issued after 1 March 2009 will have a period of validity of one year, instead of the current three years. Additionally, a new set of terms and conditions will apply.

CINEMA EXHIBITORS’ ASSOCIATION CARD – NEW TERMS & CONDITIONS

General

1. The CEA Card is issued by The Card Network on behalf of the Cinema Exhibitors’ Association (CEA) and remains the property of the CEA. Any participating cinema operator reserves the right not to honour the CEA Card or to retain it where they have reason to believe it is being misused or used outside of the terms and conditions set out in this document.

2. In applying for the CEA Card, a person is deemed to have fully accepted the terms and conditions set out in this document. Where a cardholder is suspected of wilfully contravening these terms and conditions, the CEA or any participating cinema reserves the right to retain the card pending further investigation.

3. The terms and conditions set out in this document, its use or concessions are not materially affected by the cardholder’s possession of any other disability- or age-related pass or permit.

Terms of use

4. The CEA Card will not be valid unless it displays a photograph of the cardholder. The Card is not transferable and only the cardholder shall be entitled to use it. Any participating cinema operator reserves the right to ask for some additional form of identification from the cardholder. Where it is suspected that a card is being used fraudulently, the cinema operator reserves the right to retain the card pending further investigation.

5. The CEA Card allows the cardholder to obtain ONE free ticket for a person to provide assistance required as a result of the cardholder’s disability during their visit to the cinema, provided that a full price ticket is purchased by the cardholder for the same film. In providing a free ticket for another person to assist them during their visit, the cinema is offering one way of meeting its duty to make ‘reasonable adjustments’ for the cardholder under the 1995 Disability Discrimination Act.

6. The free ticket will be provided on the assumption that the person accompanying the cardholder is able to provide appropriate assistance. Illustrative examples of such assistance might include the ability to assist the cardholder in an emergency evacuation of the cinema, accompany and/or assist the cardholder in using the cinema’s washrooms and so on. For that reason the presumption will be that the person accompanying the cardholder should be aged 16 years or over. However the cinema operator reserves the right to make a judgement on the ability of any person to assist the cardholder during their visit to the cinema, and to refuse the provision of a free ticket where it deems it appropriate.

7. One cardholder cannot benefit from the free ticket provided to another cardholder. In all cases, one full price ticket must be bought for each free ticket allowed. The cinema operator reserves the right to make other arrangements for two or more cardholders attending the cinema together.

8. Use of the card is not limited during its period of validity, provided that on each occasion the cardholder observes the terms and conditions set out in this document.

9. Use of this card does not give cardholders any additional rights of entry compared to those enjoyed by non-card holders, apart from those set out in these terms and conditions. Use of the card will be constrained in terms of programming and cinema capacity for a cardholder as they are for any paying customer.

Period of validity

10. The CEA card is valid for a period of one year from the date of issue. This validity date must be clearly legible at all time on the card, as should all other information present on the day of issue. Cinemas reserve the right to not accept or to retain any Card where any details are no longer legible.

Renewal or loss

11. On expiry of the CEA Card, or where a card has been lost, or where it is no longer legible, a full new application, including the administrative charge, must be submitted to the Card Network.

Appeals

12. Where a cardholder has reason to appeal the limits placed on the use of his or her CEA Card, or to question the actions of a participating cinema operator, this appeal will be made in the first instance to The Card Network.

Further information

13. Further information on the CEA Card, including a list of participating cinemas, can be found at CEA Card