A new cinema trailer promoting awareness of accessible cinema screenings will this week hit UK cinemas.
While the UK cinema sector remains a world leader in the provision of subtitled and audio described screening for those with a hearing or visual impairment, take-up of these shows remains quite low, with too few 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, the CEA – in partnership with members of its Disability Working Group – has in recent years supported the development and distribution of short cinema trailers – based around the films Shrek the Third and How to Train Your Dragon – aimed at raising awareness of accessible cinema screenings.
Given the success of that venture, the CEA has decided to refresh the trailer for 2012, producing two new versions to play in cinemas over a longer period of time. The first trailer, based around the Vertigo movie Top Cat, started appearing at all digitally-equipped UK cinemas in August. The new treatment, based around Dreamworks’ Puss in Boots, will be released into cinemas on Friday 30 November.
These trailers have been made possible through the support not only of Vertigo and Paramount Dreamworks Pictures, but also through the generosity and technical expertise of ITFC, Deluxe Digital London and the BBFC.
Welcoming the new trailer, Derek Brandon, founder of the industry-backed accessible cinema listings service www.yourlocalcinema.com, said:
“Hundreds of thousands of people of all ages would benefit from subtitled and audio described cinema. Each year hundreds of children are born in the UK with significant hearing loss and every day hundreds start to lose their hearing or sight. Unfortunately sensory loss is an inevitable companion to growing old. Access to film via subtitles and audio description is something that we may all appreciate eventually and so this new trailer from the CEA is a great way to promote these services offered by cinemas.”
Dee Davison, CEA Senior Policy Executive, added:
“These adverts continue to be viewed by thousands of people nationwide. Many of whom 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.”