Deaf News: £75,000 challenge fund announced for subtitles in cinemas

A £75,000 challenge fund has been announced by the UK cinema industry, aiming to solve the problem of deaf people’s repeated barriers when going to the cinema. Three of the biggest cinema chains are committed to trialing the products.

If a “suitable and viable product” is developed, the charity Action on Hearing Loss will work to find a partner to bring the product to market.

A press release, added to the YourLocalCinema.com site, says:

The UK cinema industry will support the development of a solution that will allow people with hearing loss to have a more inclusive cinema experience. Up to £75,000 is available to support innovative projects in this competition.

Should a suitable and viable product be developed that the UK cinema industry approves and meets the desired criteria set out in the aims and objectives, ‘Action on Hearing Loss’ will help to find a suitable commercial partner to develop and create a market-ready product. The three largest UK cinema chains (Odeon, Cineworld and Vue) are committed to trialing any viable solutions arising from this process and there are potential routes to European and International markets (such a solution could also provide foreign language subtitle tracks – a vast and currently untapped market). The successful applicant with retain Intellectual Property (IP) rights to their product.

Closing date for applications is Friday 28 September 2018. People working alone, or in collaboration with others, in organisations of any size are welcome to apply. The fund is open to anyone who can demonstrate their capabilities in this field by completing an application form, and attend launch workshop in London on 10 Oct 2018, and further events later in the process as appropriate. (No travel bursary or financial assistance is available from the Fund).

The general experience of UK cinemas is that the broader audience does not wish to attend subtitled screenings, and will avoid them if given the choice, resulting in significantly lower attendances for separate, ‘on-screen’ subtitled shows. Cinemas are reluctant to schedule subtitled screenings widely, and in particular at peak viewing times, resulting in limited choice of films and shows. Less than 1% of UK cinema shows are accessible to film fans with hearing loss. Less than 2% of that are provided in the most popular slots – Fri/Sat evening. Expectations regarding improved access understandably continue to increase.

Inclusive subtitle solutions – glasses, screens and smartphone apps – exist and are in use in hundreds of cinemas in the US, Australia and some European countries. These can significantly increase access to the cinema for customers who need subtitling, but none fully meet the criteria set out in the key objectives of the UK cinema industry’s ‘Challenge Fund’. The ideal solution cannot be prohibitively expensive – it must:
Be financially viable for cinemas to install and use;
Allow people to view subtitles without disturbing other viewers who do not want to view subtitles;
Be easy to use for both the cinema and audience member;
Be robust enough to withstand repeated use, and capable of straightforward maintenance;
Utilise subtitle files that are affordable for film distribution companies, and are compatible with existing cinema infrastructure and technology.

Up to £75,000 is available to support innovative projects in this competition. This is initially divided across two phases:

Phase 1 up to £25,000 available (to a limit of £5,000 per project);
Phase 2 up to £50,000 available (to a limit of £25,000 per project)

Phase 1:

You will be expected to demonstrate the technical feasibility of your proposed innovation. Projects can range in size up to a total cost of £5,000. Proposals must be completed within eight weeks.

Phase 1 applicants will be invited to a ‘development workshop’ at which they can refine and discuss their initial ideas with industry experts.

Phase 1 proposals will be judged by an independent panel which will be supported by technical peer review.

Phase 2:

Phase 2 is only open to applicants that have completed Phase 1 and successfully demonstrated that their concept is technically feasible. In Phase 2, you will develop and test a working prototype in a ‘real life’ cinema. Projects can range in size up to £25,000 and can last up to six months.

Phase 2 applicants will be given access to a cinema to allow testing during the development of the prototype and will have access to a technical expert to help ensure that the final solution is technically compatible with existing cinema infrastructure.

Phase 2 proposals will be judged by an independent panel.

A showcase event will be held at the end of the process at which successful prototypes will be demonstrated to relevant stakeholders, including people with hearing loss, cinema operators and potential partners able to support the commercialisation and/or adoption of the most promising solution.

Timetable

2018
June – September Application to express interest to be involved
October Launch workshop
November Development paper for Phase 1 grant
December £5,000 Phase 1 grants awarded

2019
February Phase 1 closes
April £25,000 Phase 2 grants awarded
September Phase 2 closes
November Showcase event

A panel of film industry professionals, an Action On Hearing Loss patron, and people with hearing loss will help guide and provide input at every stage of the Fund to ensure that the chosen solution meets the required criteria.

To apply, please download and complete the PDF application form HERE

Please return completed forms to info@cinemauk.org.uk