A new cinema trailer promoting awareness of accessible cinema screenings is due to hit UK screens later this month.
The UK cinema sector is a world leader in the provision of subtitled and audio described screening for those with a hearing or visual impairment, with over half of UK sites now equipped to provide these services. And with the ongoing digitisation of the UK cinema sector, that will only increase.
However, despite this, take up of these screenings remains quite low, with not enough cinema-goers who might benefit from these developments seemingly aware of the opportunities that now exist for them to enjoy the latest movie releases.
In an attempt to address this, last year the CEA – in partnership with members of its Disability Working Group – supported the development and distribution of a short cinema trailer based around the film Shrek the Third.
Given the success of that venture, a decision was taken to refresh the trailer for 2010. The result – this time based around the Dreamworks movie How to Train Your Dragon – will start appearing at all digitally-equipped UK cinemas in the next few weeks.
The trailer has been made possible through the support of not only Paramount Dreamworks pictures, but also through the generosity and technical expertise of itfc and Arts Alliance Media Ltd.
Welcoming the new trailer, Derek Brandon, founder of the industry-backed accessible cinema listings service www.yourlocalcinema.com, said:
“Each year in the UK around 800 children are born with significant hearing loss, and every day another 100 people start to lose their sight.As we age, loss of some hearing or sight is inevitable. Access to film via subtitles and audio description is something that we may all appreciate eventually.
This advert will be viewed by thousands of people nationwide. Many of which will know someone with hearing or sight loss.
It is hoped that people will spread the word and help to create better awareness of the world-leading ‘access’ services provided by UK cinemas. For people with hearing or sight problems, cinema is not the out of bounds social activity of the past, but is now a very exciting, welcoming and accessible day or night out with family and friends.”