Subtitled cinema increase for Deaf Awareness Week slammed as ‘publicity-seeking gimmick’

The National Deaf Children’s Society (NDCS) has dismissed a temporary jump in subtitled cinema screenings for Deaf Awareness Week as “lip service” and a “publicity-seeking gimmick”.

Vue, Cineworld and Odeon are among the chains offering more subtitled screenings during the awareness week, which kicked off today and runs until 8 May.

The UK Cinema Association (UKCA), which represents the sector, said the contribution looks to “raise awareness of accessible cinema and highlight the existing provision”, as well as encourage Deaf and hard of hearing customers to “enjoy the big screen experience”.

Phil Clapp, the UKCA’s chief executive, said: “We want to make sure that everyone can enjoy the big screen experience and hope that by promoting subtitled films and raising awareness in cinemas during National Deaf Awareness Week, we will encourage not only those hard of hearing customers, but also general audiences to experience subtitled films in the cinema.

“Despite the disruption of the past few years, we are proud of the progress that the industry has made in providing access to subtitling in cinemas.

“We are delighted to be supporting National Deaf Awareness week as part of our ongoing commitment to improving access for all at the cinema.”

The UKCA also revealed that “some subtitled trailers” will appear before the film as part of the promotional event.

The week-long increase has been slammed by NDCS, however, with Deputy Director Jo Campion saying: “Deaf Awareness Week is about celebrating deaf people and highlighting the issues they face. 

“It’s not an opportunity for large cinema chains to pay lip service to accessibility with publicity-seeking gimmicks.

“Real equality is permanent, not temporary, and there’s still no clear plan to increase subtitling long term.

“Until deaf people have the option of attending any screening, at any time and watching it with subtitles, there’s little for cinemas to be celebrating.”

The UKCA has encouraged Deaf and hard of hearing people to visit their Accessible Screenings UK to search for subtitled showings available in their area.

By Liam O’Dell. Liam is an award-winning Deaf freelance journalist and campaigner from Bedfordshire. He can be found talking about disability, theatre, politics and more on Twitter and on his website.