The UK Cinema Association has today announced details of a new partnership with Attensi, a global leader in game-based simulation training, to deliver deaf awareness and introductory British Sign Language (BSL) training to cinema staff across the UK.
This initiative marks a significant step forward in making the cinema experience more welcoming and inclusive for the deaf and hard-of-hearing community and is supported by the collaboration and guidance of the British Deaf Association, the Film Distributors’ Association and Paramount Pictures UK.
Building on the Association’s ongoing commitment to accessibility, the collaboration with Attensi will equip frontline cinema staff with deaf awareness training and essential basic BSL skills. The goal is to foster more inclusive interactions and ensure that deaf customers feel even more welcome and valued when visiting their local cinemas.
Attensi brings proven experience to this initiative, having previously partnered with Starbucks to successfully roll out BSL training across its UK workforce. This collaboration demonstrated the power of immersive, game-based learning to drive real behavioral change and improve customer experiences.
This latest initiative sits alongside a range of related activity by the Association in recent years, which include supporting the development of the closed captions technology WatchWord, continuing to provide a range of in-cinema and online training resources for cinema staff, and continuing to widen awareness of accessible screenings through the Accessible Screenings website (https://accessiblescreeningsuk.co.uk/).
With open captioned screenings still facing resistance from some audiences, the Association and its partners are committed to raising awareness of the benefits of accessible screenings and promoting a culture of inclusion across the industry.
Welcoming today’s announcement, Krister Kristiansen Chief Commercial Officer of Attensi, commented:
“We’re thrilled to support UKCA in this vital initiative. Our immersive training solutions are designed to empower staff with the skills and confidence they need to create more inclusive experiences for all cinema-goers.”
James Connor, Senior Policy and Projects Manager at the UK Cinema Association, added:
“This partnership with Attensi reflects our ongoing dedication to improving access and inclusion in UK cinemas. We believe that every customer deserves a welcoming and enjoyable experience and increasing deaf awareness is a key part of making that vision a reality in our member cinemas.”
Rebecca Mansell, Chief Executive of the British Deaf Association further added:
“The British Deaf Association is proud to support the UK Cinema Association in helping cinema staff become more deaf aware and learn British Sign Language. The app and game based learning provided by Attensi is a first for the industry. These skills will make a real difference in creating welcoming, inclusive spaces where Deaf audiences feel valued and understood.”