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Case study: Improving the customer experience: ODEON prioritise access and inclusion for disabledcustomers

We all know how brilliant it can be enjoying the latest blockbuster or art house film in great comfort. Enhancing the customer experience is one of ODEON’s highest priorities. To ensure all of their cinema goers receive the best cinema experience possible, ODEON have implemented a number of customer service initiatives specifically designed to assist disabled people.

Autism Friendly Screenings

ODEON are aware that going to a standard film screening can be challenging for cinema goers with autism or with sensory or learning disabilities. In 2011, ODEON became the first UK cinema company to implement Autism Friendly Screenings (AFS). The initial idea was developed in partnership between ODEON and autism and learning disability charity, Dimensions, and it was their pioneering work in this field that led to the provision of AFS in many UK cinemas.

Whilst the term Autism Friendly Screenings is often used, such screenings have also proved popular for a range of people with other impairments such as learning disabilities.

An AFS features:

• Reduced sound levels

• Higher lighting levels

• Advert-free content

• People may move around the cinema and make some noise

For the past three years, ODEON have offered AFS films one Sunday morning each month at 11:30am and now has over 90 cinemas participating each month across the UK and Ireland.

Cinema goers can book tickets to see AFS films through the ODEON website by selecting the ‘Autism Friendly Screening’ filter when viewing the latest film releases. Cinema goers can also call the ‘Disability and Accessibility Helpline’ if they require any further advice.

The Disability and Accessibility Helpline is open from Monday to Saturday 9am – 6pm and 10am – 5pm on Sundays. For cinema goers with a hearing impairment, there is also an option to contact ODEON using a Textphone service or filling out an online contact form.

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World Autism Awareness Day 2015

Cinema goers can book tickets to see AFS films through the ODEON website by selecting the ‘Autism Friendly Screening’ filter when viewing the latest film releases. Cinema goers can also call the ‘Disability and Accessibility Helpline’ if they require any further advice.

To raise awareness of autism and the AFS, ODEON and several other UK cinema operators came together to celebrate World Autism Awareness Day by hosting a series of additional AFS between 26 March and 8 April 2015.

For the second year running, the project was successfully co-ordinated by the Cinema Exhibitors’ Association (CEA) - which is the trade body for UK cinemas. As part of the initiative, over 900 AFS screenings were held over the fortnight.

A spokesperson from ODEON said:

“ODEON has hosted Autism Friendly Screenings for the last three years, and the feedback has always been very positive. World Autism Awareness Day gives us the opportunity to reach out to as many schools & communities across the country as possible, to ensure everyone is aware that these special screenings are available.”

Cinema Exhibitors Association Card

ODEON is a member of the CEA Card scheme. Developed in 2004, this national concessionary initiative benefits disabled cinema goers by offering a free ticket for the person accompanying them to the cinema.

For cinema goers with a CEA Card, they can register it with their online ODEON account under the ‘My Details’ section of their profile. This means that whenever cardholders wish to book cinema tickets online, the website automatically asks if they would like a free ticket for the person accompanying them to the screening.

The CEA Card is accepted at all ODEON cinemas. For disabled cinema goers, however, who don’t have a CEA Card, they can call the Disability and Accessibility Helpline or speak to a customer service advisor at the Box Office to order a free ticket for their carer or assistant.

Jason Stanton – Head of Guest Experience said:

“We are really proud to be part of the CEA Card scheme within ODEON. Last year we welcomed approximately 200,000 CEA cardholders.

We absolutely believe that cinema should be an experience everyone can enjoy and the CEA Card helps cinema to be more accessible.”

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Audio Description Service

For cinema goers with a visual impairment, ODEON offers an Audio Description Service. This service is delivered through body worn hearing aids and lightweight, infrared headsets that play the film’s dialogue alongside a separate audio track that narrates exactly what is happening onscreen - including the actor’s physical movements and action scenes.

All ODEON cinemas have the resources to offer this service, which can be requested at the Box Office. Guide dogs are also welcome at all ODEON cinemas.

Captioned films

To assist cinema goers that are deaf or hard of hearing, ODEON screen films with full subtitles. This service can be requested by checking the ‘Subtitled’ filter when booking tickets online. Customers with a hearing impairment can also contact the Disability and Accessibility Helpline through the Textphone service also.

To assist cinema goers who use a hearing aid, ODEON have implemented hearing loops at many of their Box Office and refreshment counters – these are clearly displayed using the hearing loop symbol.

Cinema accessibility

ODEON have worked hard to ensure as many of their sites are as accessible as possible to cinema goers with a mobility impairment. The ODEON website provides extensive details concerning the layout and accessibility features of each of its premises. Listed under the Your Cinema Guide section, ODEON provide the following information:

• local public transport links and taxi drop-off points

• availability of disabled parking spaces

• accessibility regarding automatic doors, stairs and floor levels

• ocation of disabled restrooms

• auditorium information including the location and number of wheelchair spaces available as well as information regarding companion seating

• details of sloped floors, handrails and stair cases within the cinema

For more information on ODEON’s Autism Friendly Screenings, visit: http://www.odeon.co.uk/accessibility/autism-friendly-cinema-screenings/

To view ODEON’s Accessibility Statement, visit: http://www.odeon.co.uk/accessibility/