Marketing for Audio Described/Subtitled Cinema
It is estimated up to 5 million people in the UK have some form of serious visual or hearing disability. In Wales, there are over 480,000 individuals with hearing loss or hearing related difficulties and 100,000 with serious sight loss. (Source: RNID Cymru and RNIB Cymru).
Until recently, deaf and visually impaired people have found the cinema totally inaccessible, being unable to fully enjoy a cinema experience, and the opportunity to share that experience with friends and family.
Almost every popular cinema release in now available with subtitles for hearing impaired people and audio description for visually impaired people. As a result of an initiative by, and funding from the ACW Capital Lottery Unit, Creative Mwldan Creadigidol (supported by some staff members of Theatre Mwldan) were appointed to lead a project to introduce ’accessible’ screenings at 10 arts centre venues throughout Wales.
It is a requirement of the Arts Council Lottery Funding for the project, that a common standard of best practice is established, agreed upon and implemented by participating venues. This document has been researched by Siobhan McGovern (Theatr Mwldan’s Marketing Manager) in conjunction with RNID Cymru, www.yourlocalcinema.com, Disability Arts Cymru, RNIB Cymru, Dolby, DTS, Sound Associates, Warner Brothers, Buena Vista International, Pictures and Paramount (ex UIP).
The ‘Programming and Marketing Audio Described and Subtitled Cinema: A Best Practice Guide’ can be downloaded below.