Paramount Pictures UK has taken a significant step in catering to deaf and hard of hearing audiences by offering subtitled screenings of their movies the day before general release. This initiative aims to provide better access to cinema for the deaf community across the country.
The first movie to be shown with captions under this new scheme is the robot animation 'Transformers One,' scheduled for Oct. 10. Subtitled screenings of Paramount's upcoming films, including 'Gladiator II,' 'Sonic the Hedgehog 3,' and 'The Smurfs Movie,' will follow in the coming months.
The British Deaf Association has praised this move as groundbreaking, highlighting the challenges faced by deaf audiences in attending subtitled film showings due to inconvenient scheduling. With approximately 18 million people in the U.K. registered as deaf, deafened, or hard of hearing, this initiative is a significant step towards inclusivity.
Paramount has also conducted deaf awareness training for cinema managers and staff in various U.K. cities to improve communication with deaf customers. While the training does not make staff fluent in British Sign Language, it equips them with basic signing skills, communication etiquette, and movie-related signs.
Deaf awareness advocate Yvonne Cobb led a training session at a cinema in central London, emphasizing the importance of effective communication and customer service for deaf patrons. Staff members were taught how to finger spell movie names, provide directions within the cinema, and engage with deaf customers respectfully.
The growing popularity of subtitles among younger generations has been noted, with 60% of young people expressing a preference for watching content with subtitles. This shift indicates a positive change in attitudes towards subtitles, moving away from viewing them as intrusive to accepting them as a normalized part of the viewing experience.
This initiative by Paramount Pictures UK not only addresses the accessibility needs of deaf audiences but also promotes greater inclusivity and understanding within the cinema industry. By prioritizing the viewing experience of deaf cinemagoers, the U.K. cinema landscape is taking a significant step towards creating a more inclusive and welcoming environment for all movie enthusiasts.
