Paramount Gives Deaf Audiences VIP Cinema Access with Special Previews

In a landmark move aimed at improving inclusivity in the film industry, Paramount Pictures UK has partnered with the British Deaf Association (BDA) and cinemas nationwide to offer special priority screenings for the deaf, deafened, and hard-of-hearing communities. Beginning with the animated blockbuster Transformers One, these screenings will ensure that this often-overlooked audience can experience the thrill of a new release before anyone else. The initiative, developed in collaboration with the Film Distributors’ Association (FDA) and UK Cinema Association (UKCA), aims to enhance the movie-going experience for the 18 million people in the UK registered as deaf, deafened, or hard-of-hearing.

The first exclusive screening will take place on October 10, 2024, a day before Transformers One hits cinemas nationwide, featuring captions to enhance accessibility. Following this, Paramount Pictures plans to extend this offering to subsequent major releases including Gladiator II, Sonic the Hedgehog 3, and The Smurfs Movie next year. This initiative not only increases the number of captioned screenings but also aims to provide them at different times throughout the week, making cinema more accessible to a broader segment of the community.

John Fletcher, VP & Managing Director of Paramount Pictures UK, expressed the importance of this partnership, stating, “We know that cinemas are already working to improve the experience for their deaf community, which is fantastic, but we wanted to work with our exhibitor partners to do more.” The goal is to ensure that individuals who are deaf or hard-of-hearing have equal opportunities to enjoy cinema in a comfortable and welcoming environment.

A key aspect of the programme is also to raise awareness among cinema staff. Training sessions, led by BDA trainers and BDA Celebrity Ambassador Yvonne Cobb, have already begun across the country. Cobb, known for her work as a TV cook and presenter on BBC One’s Morning Live, spoke on the significance of this initiative: “The deaf community wants to enjoy the cinema, wants to trust this environment, and wants to enjoy new cinema releases. All we need to do is make a few simple changes to accommodate them.”

The sessions, which took place across various cinema locations including Belfast, Birmingham, Manchester, Edinburgh, Bristol, Sheffield, and London, offered front-of-house cinema staff introductory British Sign Language (BSL) training. The objective is to ensure that deaf and hard-of-hearing visitors feel supported and understood from the moment they enter the cinema to the moment they leave. Phil Clapp, Chief Executive of the UK Cinema Association, explained, “Our joint goal is to make the cinema experience even more accessible for deaf audiences, from the moment guests enter the cinema to the moment they leave, and for all cinemas to be a place that the deaf community knows it can rely on.”

The initiative comes at a time when captioned content is becoming increasingly popular among the general public, not just the deaf community. Andy Leyshon, Chief Executive of the FDA, highlighted this trend, stating, “We know there is a general increase in audiences choosing to watch captioned content either on mobile devices or at home. Captioned shows are now more likely to be accepted by general audiences, not just the deaf community.” Paramount’s new screenings are an exciting step forward, allowing an often-overlooked audience the chance to feel part of the cinematic excitement.

Yvonne Cobb’s passion for this project was echoed by Jaz Mann, Head of Community for BDA, who spearheaded the initiative alongside Paramount. Mann remarked, “It’s such a rarity for us to be first to see films, before hearing people! Congratulations to Paramount on leading by example—hopefully, other distributors will follow their lead!”

With an ambitious roster of films lined up, including some of Hollywood’s most eagerly awaited titles, Paramount is raising the bar for accessibility in entertainment. The partnership with the BDA not only provides practical accessibility solutions but also helps foster a sense of community and inclusion, making sure everyone can share in the magic of cinema.