Welcome to the first response of the cinema from Vue Entertainment.
This is what Vue Entertainment came back with the response with the subtitles…
“Thank you for your email regarding subtitled films which has been escalated for my attention. I would firstly like to apologise for the delay in responding to you.
All Vue Cinemas play two subtitled films every week, usually on Sunday afternoons and Tuesday evenings. We look to schedule the films at these times so that customers can enjoy these after work. I would be grateful to know which cinema advertised Spectre at 9am as this falls outside of our usual timings.”
(I agree this screening was not from Vue Entertainment, it was from another cinema provider. Ed)
“We also schedule a subtitled Kids AM film on the second Sunday of every month at all sites except West End and Piccadilly. We endeavor to play a variety of content across our circuit and listings can be found by navigating to the What’s On page and clicking subtitled films.
Despite our consistent approach it remains the case that there are fewer screenings than many of our deaf and hard of hearing customers would like, and that the timing of subtitled screenings remains a challenge. That is because all of the available evidence indicates that subtitled screenings are not generally popular with the wider UK cinema audience, resulting in attendance at such screenings being on average as little as 15 per cent of that for a comparable non-subtitled film. As a result cinema operators forego a significant amount of income in making this provision.
While this is accepted for non-peak screenings, the ‘losses’ incurred in this way for a peak screening would not be viable either for the operator or for the distributor of the film (who takes a significant cut of any box office) and are therefore not viewed as ‘reasonable’ within the meaning of the 2010 Equality Act, which governs the adaptations cinemas must make for disabled customers.
We completely recognise the limitations and frustration of the current approach for such customers and as an industry we are fully committed to finding an alternative solution. Through the UK trade body – the UK Cinema Association – the industry, working with representatives from disability groups, we are currently looking at the viability of so-called ‘personal’ subtitling solutions, where the subtitles are projected not on the big screen, but typically across the lenses of a pair of special glasses worn by the disabled customer. While both cost and operational considerations mean that these are probably still some way off, we hope that progress in this area will in the medium term allow deaf and hearing-impaired customers attend and enjoy a much wider range of films and screening times.
If you have any further suggestions surrounding the scheduling or selection of subtitled content I would be happy to hear them as we strive to ensure everyone has a chance to enjoy the cinema.”
Customer Services Manager
Deaf Confederacy would be gladly welcome you to add any comments on how to improve these services for the whole of Deaf community. It is your call and it is in your hands to make this possible.
Please feel free to add your comments below.
© 2016, Grant Ferguson. All rights reserved.