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