Paramount Pictures UK is rolling out a new initiative that prioritizes deaf audiences at UK cinemas. The distributor’s plan allows deaf, deafened, and hard of hearing cinemagoers to enjoy captioned films the day before their general release. The first film to be screened under this initiative will be Transformers One on October 10th.
This initiative has been applauded by Rebecca Mansell, the chief executive of the British Deaf Association, who described it as “groundbreaking.” Mansell highlighted the struggle that deaf audiences face in attending subtitled film showings due to inconvenient scheduling. She emphasized the importance of this initiative in making the deaf community feel included and acknowledged, rather than being the last to know and experience things.
Moreover, with subtitles becoming increasingly popular among younger generations, there is a growing demand for accessibility in cinemas. Around 18 million people in the UK are registered as deaf, deafened, or hard of hearing, making initiatives like this crucial for ensuring inclusivity.
In addition to screenings, Paramount has been conducting deaf awareness training with cinema managers and staff across UK cities. The training, led by celebrity ambassador Yvonne Cobb, aims to equip staff with basic sign language skills and improve communication with deaf customers. While it may not make staff fluent in British Sign Language, it provides them with essential tools to interact effectively with deaf audiences.
Overall, this initiative marks a significant step towards making cinema experiences more inclusive and accessible for deaf audiences in the UK.
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