UK Cinemas Prioritize Deaf Audiences with New Initiative
In a significant move towards inclusivity, UK cinemas are now prioritizing deaf audiences through a groundbreaking initiative that allows deaf, deafened, and hard of hearing cinemagoers to enjoy captioned films a day ahead of their general release. This initiative, spearheaded by distributor Paramount Pictures UK, kicks off with the much-anticipated animated film Transformers One, set to premiere on October 10. Following this, subtitled screenings of Paramount’s forthcoming releases, including Gladiator II and Sonic the Hedgehog 3, will take place over the coming months.
Rebecca Mansell, the chief executive of the British Deaf Association, praised the initiative as a landmark development. She highlighted the ongoing challenges faced by deaf, deafened, and hard of hearing audiences, who often struggle to attend the limited subtitled showings available due to inconvenient scheduling. “While it fits in with the cinema’s operational needs, it does not necessarily align with when the Deaf community wants to attend,” she explained. “Historically, the deaf community has felt like they are always the last to know about film releases and the last to experience them. Now, with this initiative, we will be among the first. This is indeed a thrilling moment for us.”
Mansell also pointed out a growing trend among younger generations, noting that subtitles are becoming increasingly favored. “It’s interesting to see that around 60% of young people prefer watching content with subtitles,” she remarked. “In the past, subtitles were often viewed as distracting or intrusive, but they have now become much more accepted and normalized.” According to the British Deaf Association, approximately 18 million individuals in the UK are registered as deaf, deafened, or hard of hearing.
To further enhance accessibility, Paramount has been conducting deaf awareness training for cinema managers and staff across various UK cities. This training aims to improve communication between staff and customers from the deaf community. Yvonne Cobb, a prominent TV presenter and ambassador for the British Deaf Association, recently facilitated a training session in a major cinema located in central London’s Leicester Square. While the three-hour training session did not make staff fluent in British Sign Language, it equipped them with essential skills, including basic signs for effective interaction with deaf customers.
“We taught the staff fundamental phrases, such as how to indicate the screen number and basic greetings like ‘how are you?’” Cobb, who is also a qualified British Sign Language teacher, stated. “Additionally, staff learned to spell movie titles using finger spelling to enhance communication.”