Cinema to become more accessible

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Saturday, 17 July 2010 15:00pm

Media Access Australia commends the Federal government announcement today that will see every major cinema chain location made more accessible for patrons who are deaf or blind by the end of 2014.

The Hon Bill Shorten MP, Parliamentary Secretary for Disabilities, said today, “At the moment people with impaired hearing are being forced to travel across town to catch a Wednesday matinee, because there are so few cinemas offering captions. I am excited that major cinemas have recognised that this form of discrimination is not acceptable, and that they will improve their business by attracting a new group of customers.”

Hoyts, Village, Greater Union Birch Carroll & Coyle and Reading have agreed to expand captioning and audio description services to a minimum of 132 locations over four years, making Australia the world leaders in cinema accessibility.

“This initiative by the cinemas provides full access anytime for consumers coupled with a commercial return for the cinema operator. This is a great example of access working in the mainstream, creating a win-win situation for everybody,” said Media Access Australia CEO Alex Varley.

Audio description, which provides a narration of important visual elements for people who are blind or vision impaired, will be delivered to patrons via personal headsets.

Captioning for Deaf or hearing impaired people will be delivered via personal Captiview viewing devices so that patrons can now go to any session of the accessible film on the accessible screen rather than only a specific open-captioned session.

Media Access Australia has been involved in the development of accessible cinema in Australia since its inception in 2001.  As one of the key players in helping reach this decision, with strong ties to international service providers, MAA has contributed advice on technologies and developments to stakeholders through all stages of the program’s growth.

MAA also played a key role in the Australian government’s Department of Health and Ageing program that saw 12 independent locations begin providing captions and audio description in 2009. As part of this program MAA created the Your Local Cinema website to ensure that patrons have the right information about accessible cinema and up-to-date news.

For a more detailed examination of the expansion or to learn more about accessible cinema in Australia please visit www.yourlocalcinema.com.au.

For a quick explanation, see below.

On top of the number of locations, a minimum of 242 screens will be made accessible across these locations, based on the overall size of the complex:  

  • one screen for every complex with 6 or less screens
  • two screens for every complex with 7 to 12 screens
  • three screens for every complex with 13 or more screens

The timetable for achieving this goal is:

  • By the end of 2010 access would be provided in 24 screens (10% of proposed total)
  • By the end of 2011 access would be provided in 73 screens (30% of proposed total)
  • By the end of 2012 access would be provided in 145 screens (60% of proposed total)
  • By the end of 2013 access would be provided in 194 screens (80% of proposed total)
  • By the end of 2014 access would be provided in 242 screens (100% of proposed total)

 


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