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 this month.
UK cinemas have a strong record in making their sites accessible to people with disabilities. By the end of 2008, almost 300 UK cinema sites had 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, with more than 700 films now available in accessible formats.
But despite this provision, it seems clear that levels of awareness of such 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.
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