Access to cinema promoted in UK and USA

Wednesday, 3 October 2012 17:25pm

Organisations in the UK and the USA have recently produced advertising campaigns to promote movies with audio description and captions to the general public.

In the United Kingdom, the Cinema Exhibitors’ Association (CEA) has jointly produced a captioned and audio described advertisement to raise awareness of accessible movies to the general public.

The advertisement has been produced using the 2011 movie Top Cat and follows on from two previously successful accessible cinema trailers. A fourth, of Puss in Boots, is expected to be produced for later in 2012. You can view the new trailer on the CEA’s website.

In producing the advertisement the CEA, which represents over 90 per cent of UK cinema operators, collaborated with its Disability Working Group and received assistance from Paramount Dreamworks Pictures, Vertigo, ITFC, Deluxe Digital London and the British Board of Film Classification, demonstrating whole-of-industry support for accessible cinema.

Over in the USA, Regal Entertainment Group has launched a video clip on YouTube promoting its adoption of Sony’s Entertainment Access System, which allows patrons to watch closed captions or listen to audio description.

Regal Entertainment Group owns and operates the largest circuit of cinemas in the USA, with 200 of their cinemas already offering the system for both 2D and 3D movies. It expects to complete the rollout of the Sony technology in its 522 cinemas by April 2013.

Major cinema chains in Australia are part way through a four-year rollout of accessible cinema technology. Read more about the plan on our Access to Cinema page.

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