Trailblazers

Part of the Young Campaigners’ NetworkTrailblazers

Part of the Young Campaigners’ Network

Report 6 of the Inclusion Now series

August 2011

The Big Picture

THE Trailblazers CINEMA report

This report has been researched, compiled and written by Trailblazers Ambassadors:

Judith Merry – National Ambassador Laura Merry – National Ambassador

Catherine Alexander – North West Fiona Anderson – North West

Carolyn Bean – North EastDave Gale – North East Jennifer Gallacher – North East Christina Humphries – North East

Catherine Gillies – Scotland Fiona Muirhead – Scotland Lynsey Pirie – ScotlandLee Stewart – Scotland

Christopher Beaumont – Yorkshire and HumberTmara Senior – Yorkshire and Humber

Charlotte Daniels – South East Stephen Liney – South East Sukhi Tandy -  South East Mike Moorwood – South East Kate Faas – South East

Sara Croft – South WestAlexandra Dorrington – South West Steve Ledbrook – South West

Celia Ockelford – East of EnglandStevie Pearson – East of England Paul Peterson – East of EnglandSukhi Tandi – East of England

Jagdeep Sehmbi – West Midlands

Mathy Selvakumaran – East Midlands

Racquel Siganporia – LondonKrishna Talsania – LondonTanvi Vyas – London

Lauren West – Wales

Michaela Hollywood – Northern Ireland Sean Fitzsimons – Northern Ireland

All issues investigated by Trailblazers are selected by the young campaigners themselves.

Cover shows Trailblazers at the premier of the film Paul

“ The wheelchair bays are to the left and right of the

screen, and there was not a very good view and it was a

bit dark in places. I’d spent a lot of money on the ticket

so I moved to the aisle to get a better view. The cinema

was nearly empty but the manager still told me to move

because of fire regulations. I decided to leave because I

was getting a sub-standard service.”

Chris Beaumont about the Leeds Vue

Christopher Beaumont played a key role in not only leading this cinema

investigation but also in campaigning for the rights of disabled people.

Sadly, Christopher passed away in December 2010. This report is

dedicated to his memory.

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About Trailblazers

Trailblazers is a nationwide organisation of more than 350 young people who campaign and raise awareness on issues that affect people living with muscle-wasting disease and related neuromuscular conditions. We aim to fight the social injustices experienced by such young people and ensure they can gain access to the services they require. We are part of the Muscular Dystrophy Campaign, the leading UK charity focusing on all muscle-wasting disease.

About the

Muscular Dystrophy Campaign

The Muscular Dystrophy is dedicated to improving the lives of more than 70,000 children and adults who are affected by muscle-wasting disease.

The Muscular Dystrophy Campaign’s work has five main focuses:

we fund world-class research to find effective treatments and cures

we provide practical information, advice and emotional support for individuals, their carers and families

we campaign to raise awareness and bring about change

we award grants towards the cost of specialist equipment such as powered wheelchairs

we provide specialist education and development for health professionals.

Mike Moorwood at Ambassadors Cinemas in Woking

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Executive Summary

In 2010, people in the UK visited cinema nearly 170 million times and spent almost £990 million watching movies on the big screen.

Cinemas are popular places for young people to spend their leisure time. Disabled people make up 12 percent of the cinema-going audience but the experience they get isn’t always the same as their able-bodied peers.1

After a number of unpleasant incidents affecting some Trailblazers, who were branded “fire-risks” by cinema staff members and were forced to sit in wheelchair seating areas that only had bad views of the screen, the network decided that the cinema industry needed further investigation. Over the winter and spring of 2011, more than 100 Trailblazers went out into their local communities and visited and rated their local major chain and independent cinemas.

We wanted to look at the big picture today. How accessible is the cinema industry? Do young disabled people feel they have the same access to the hundreds of films released every year as their non-disabled peers? The Trailblazers’ investigation looked into all of these issues, and uncovered some examples of particularly good and bad practice.

The Trailblazers surveyed more than 125 cinemas across the UK and found that the worst access for disabled people was often at the major UK cinema chains. On the other hand, the best practice was mostly found at the small independent cinemas. This came as a surprise, at first, to many members of the network as it was thought that big business was more likely to be able to fund adjustments and adaptations and to provide good disability awareness training for their staff. However, as the results show, it seems to be the smaller exhibitors who take the time to work with, listen to and invest in the adjustments needed by disabled people.

This report reveals that although there are many examples of ever-improving practice at independent and some major chain cinemas, there are many exhibitors who are a long way from offering their disabled clientèle what they want and need.

Poor disability awareness among staff members, uncomfortable and poor viewing areas, inaccessible auditoriums and refreshments areas, broken lifts, heavy doors, poorly maintained toilets, poor lighting, and many stairways without banisters, all result understandably in young disabled people feeling like second-class customers.

Carl Tilson outside the Showcase Cinema in Manchester1. UK Film Council Statistical Yearbook 2010

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LIGHTS CAMERA ACcess

The Trailblazers movie

In 2009, Trailblazers investigated the accessibility of leisure facilities. Many campaigners acknowledged that entering and fully enjoying the cinematic experience was a real challenge. After further research, we discovered that some Trailblazers had been branded “fire-risks” and many agreed that watching a movie wasn’t a physically demanding pastime. It was a social experience that everyone should be able to enjoy with friends and family regardless of disability.

As Trailblazers, we decided to develop the campaign further and make a film, called Lights, Camera, Access, which could reach a larger audience and make a different impact. We called on our creativity and in addition to researching, interviewing and presenting to the camera, we also developed our film-making and editing skills.

Methodology

The evidence in this report comes from a wide range of primary quantitative and qualitative sources. More than 100 young disabled people visited cinemas in their local areas and rated the venues for accessibility and disability awareness among staff. Each completed a survey and some wrote blog posts on their experiences, which can be found on our website www.muscular-dystrophy.org/trailblazers

Trailblazers also worked with Herd Communications, a digital communications agency, to develop a short film called Lights, Camera, Access! on the subject of access and the cinema industry, carrying out interviews with:

independent cinema exhibitors

young disabled cinema-goers

movie stars

architects

health and safety experts.

We also received evidence from the Cinema Exhibitors’ Association but UK cinema chains Odeon, Vue and Cineworld turned down our requests on four separate occasions to meet with them.

On the set of Lights, Camera, Access

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KEY FINDINGS

The Trailblazers survey reveals that:

1. One in three of the major chain cinemas has bad or very bad views of the screen from the wheelchair-accessible seating area.

Of the independent cinemas, 96 percent have good or very good views of the screen from the wheelchair-accessible seating area.

2. More than half of all major chain cinemas have uncomfortable wheelchair-accessible seating areas.

Eight out of ten independent cinemas have comfortable wheelchair-accessible seating areas.

3. One third of the major chain cinemas have poor access between the ticket office and the auditorium.

On the other hand, 86 percent of independent or small chains have easy or very easy access between the ticket office and the auditorium.

4. One in three of the major chain cinemas has bad or very bad disability awareness among staff.

Eight out of ten independent cinemas have good or very good staff disability awareness.

5. Almost half of independent and major chain cinemas do not offer an online ticket booking service for disabled customers, but had an online ticket booking service for non-disabled customers.

6. One in five major chain cinemas does not accept the Cinema Exhibitors’ Association (CEA) discount card (see page 5) or offer any other discount for disabled customers with carers.

The discount card for disabled customers was offered at 96 percent of independent cinemas.

Key recommendations

We are calling on cinema exhibitors:

to work with organisations like Trailblazers to develop solutions to the problems faced by disabled cinema-goers

to sign up to the Trailblazers’ Charter of best practice for cinemas (see Charter on page 15)

to put accessibility at the heart of the cinema industry and to invest in their disabled customers

to ensure all facilities like accessible toilets and lifts are well maintained and, when broken, have them fixed as quickly as possible

to come up with intelligent and innovative solutions to accessibility problems

to train their staff members in good disability awareness, health and safety laws and customers’ rights

to install lifts, banisters and ramps to ensure disabled customers can enjoy a similar experience to their non-disabled peers

to think imaginatively and work with architects that have experience of addressing physical access challenges

to consult disabled people about seating possibilities, as they know where they want to sit and why

to review website booking facilities to ensure that disabled cinema-goers can book both spaces for wheelchairs and carer discounts online

to promote the CEA card discount scheme and ensure disabled people are made aware of who qualifies and how they can join.

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Booking a ticket

Reserving or buying a ticket for a film is not as straightforward as you might expect, for disabled people. At almost half of the cinemas Trailblazers surveyed, it was impossible to book online as there was no facility on the cinema’s website to book a ticket for the individual, as well as their carer or personal assistant, through the Cinema Exhibitors’ Association (CEA) card scheme. The CEA card is a national concessionary card developed by the Cinema Exhibitors’ Association for UK cinemas in order to allow people with disabilities to obtain one free ticket for a person accompanying them to the cinema (www.cinemauk.org.uk/ceacard).

To ensure, therefore, that a person could book their desired seats, they would either have to forego their discount and pay for two tickets or queue up at the venue in the hope that the seats they sought were still available. This oversight was frustrating for the Trailblazers, not to mention the amount of time they wasted on phone calls and in queues.

Other challenges faced by Trailblazers included members of the network having to fill out logbooks to be able to use their CEA card, which was both embarrassing and unnecessary. The height and position of the ticket counter was also a matter of concern at some cinemas. Trailblazers reported that cinemas should follow the lead of some bars and restaurants and lower a section of the ticket/cashier’s desk so wheelchair users can enjoy easier communication with staff members.

Cinema Exhibitors’ Association CardThe Cinema Exhibitors’ Association (CEA) card is an excellent example of industry best practice. The CEA card is recognised by all good cinemas and is a nationwide card that was set up in 2004 to provide concessionary rates for all disabled cinema-goers. In short, if you receive a Disability Living Allowance or Attendance Allowance or are registered blind, you are entitled to this card.

The card is valid for one year and there is a small processing fee that should be submitted with the application form and a passport-sized photo. All participating cinemas are listed here: www.ceacard.co.uk

Trailblazers believe this scheme should be well-publicised both at cinemas and in the media, so people are better aware of its existence and its qualifying requirements. It should be standard practice that all cinemas offer the CEA card to disabled customers.

“ I think this venue could definitely be improved by installing a low level counter at the ticket office and in the bar.” London Trailblazer reviewed Ritzy Picturehouse in Brixton

“ When booking tickets online on the

Odeon website, there are ‘wheelchair-

accessible’ seating options, but the

process to book tickets is very confusing.

For example, I can choose my ticket and

allocate a seat for myself, but I can’t seem

to add the ‘Free Carer’, even though it is

an option. My friend has called up on my

behalf before, but was told it would be

fine just to go to the cinema and present

the CEA card. Luckily we’ve not had any

problems just turning up and using the

card in the past, but I can see this being

difficult when going to see newer, more

popular films.”

Mathy Selvakumaran reviewed

Sheffield Odeon “ Staff training would be useful here so I

wouldn’t have to spend 20 minutes on the

phone and an additional 70p per ticket.”

Tanvi Vyas reviewed Staples Corner

Cineworld

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Action needed

We are calling on cinema exhibitors:

to redevelop website booking facilities to ensure that disabled cinema-goers can book both wheelchair spaces and carer discounts online

to promote the CEA card and ensure disabled people are made aware of who qualifies and how they can join

to install lowered ticket office counters to ensure wheelchair users can easily communicate with staff

to provide high quality disability awareness training for staff to ensure disabled cinema-goers are treated with the respect and dignity they deserve.

“ When booking tickets online on the Odeon website, there are ‘wheelchair-accessible’ seating options, but the process to book tickets is very confusing. For example, I can choose my ticket and allocate a seat for myself, but I can’t seem to add the ‘Free Carer’, even though it is an option. My friend has called up on my behalf before, but was told it would be fine just to go to the cinema and present the CEA card. Luckily we’ve not had any problems just turning up and using the card in the past, but I can see this being difficult when going to see newer, more popular films.” Mathy Selvakumaran reviewed Sheffield Odeon

“ It takes quite a long time when paying for tickets if

you use the CEA card as you have to complete a logbook

every time you use it. I find it embarrassing when the

queue starts to grow. I think the number on the card

should be enough for their log or they could issue their

own swipe card.”

Fiona Muirhead reviewed Hamilton Vue

“ I witnessed a young man in a wheelchair

being ignored by the lady at the counter.

She spoke directly to the carer instead.

When paying for the ticket, the young

man handed his card over and they lady at

the counter asked the carer if this was her

card! When the young man answered and

said it was his, the lady looked shocked

but continued. The lady at the counter

then handed over the card and tickets

to the carer instead of the young man,

whom she completely ignored! This lady

definitely needed speaking to and needed

disability awareness training.”

Krishna Talsania reviewed Harrow Vue

“ This venue is very good for access. The ticket counter is low. All the screens have the wheelchair area at the back and towards the centre so you don’t have to sit right at the front and strain your neck.” Jagdeep Sehmbi reviewed Birmingham Showcase

“ I think this venue could definitely be improved by installing a low level counter at the ticket office and in the bar.” London Trailblazer reviewed Ritzy Picturehouse in Brixton

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access within

the cinema

A trip to the cinema can be hard work for disabled people as sometimes just entering the building and getting around the cinema can be a challenge in itself.

Trailblazers reported that at more than one quarter of the cinemas they visited, it was difficult or very difficult to get from the ticket office to the auditorium. This was as a result of broken lifts, damaged or missing handrails and banisters on staircases or ramps, heavy doors and poor lighting. The physical accessibility of independent cinemas was considered better than at the major cinema chains, with only 14 percent of independent cinemas being rated as difficult or very difficult to negotiate.

At some cinemas, Trailblazers reported that it was actually impossible to enter the venue at all as there was no accessible entrance for a wheelchair user or a person with mobility difficulties. Trailblazers believe that cinemas should install power-assisted automatic doors wherever possible as a matter of good practice. At other cinemas, parking and drop-off points were a problem, making it hard for disabled people to get to the venue.

“ It simply didn’t have access. There are steps to get in and there is no alternative entrance. There’s no point booking tickets as I cannot access the cinema.”

Racquel Siganporia reviewed the Screen on the Green, Islington, London

“ If you are in a wheelchair, you are totally

limited to the seats right at the front,

which are consistently the worst and most

uncomfortable for the neck. If you want

any other seats you have to climb up the

stairs. The steps are relatively steep and

there’s not much to hold on to. I hate

them. I have to climb the steps because

my friend has epilepsy and can’t be too

near the front, so she has to really yank

me up each step. It is very tiring, and there

isn’t really a designated wheelchair area

as I can remember, you just have to sit

at the front. I think it’s strange for such a

newly-built cinema”

Catherine Gillies reviewed the Renthrew

Street Cineworld in Glasgow“ There are no handrails at all. I can still

climb stairs but with difficulty and need

a handrail. There are none, not even up

the first few stairs, so I almost fell over.”

Lynsey Pirie reviewed the

Edinburgh Cineworld

Judith Merry at her local cinema’s accessible entrance

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Action needed

We are calling on all cinema exhibitors:

to maintain lifts and ensure that when a lift is reported broken it is fixed at the first opportunity

to install banisters on all stairways, steps and slopes

to ensure the current accessibility of the building is regularly updated on websites so customers can check to see if it is worth the trip

to replace heavy doors with automatic options wherever possible

to think imaginatively and work with architects that have the expertise and experience of overcoming physical access challenges

to ensure disabled people can always enter a cinema

to provide parking spaces and drop-off points for disabled people.

“ The lift to take you to the back of the cinema (for selected

screens) has often been broken and I have had to sit at

the front of the cinema, which is too close to the screen.

The brand new Impact Screen (which runs from floor to

ceiling) at the cinema was just too close so that my carer

and I could not watch the film and we had to get a refund

on our tickets.”

Paul Peterson reviewed the Basildon Empire

“ There’s plenty of car parking spaces provided with two ramped entrances at either side of the main doors, where one door opens automatically as you approach from outside.” Jennifer Gallacher reviewed the Showcase Teeside Park

“ The screens are upstairs and there is only one lift which is small and when it breaks down there is no back-up. I once bought a ticket online where it said nothing on the website about the lift not working. When I got there I found out it wasn’t working so I had to struggle up lots of steep stairs.” Alexandra Dorrington reviewed the Plymouth Vue

“ There were heavy doors going into the

screen. On the way in, I would not have

been able to get in on my own, but on

the way out a staff member was holding

the door.” Catherine Alexander reviewed

Vue Cheshire Oaks

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seating areas

and views

Seating allocations for disabled people with mobility difficulties is a particular concern for many of the Trailblazers who surveyed cinemas in their areas. Indeed one of the driving forces behind this piece of work was Christopher Beaumont, a Trailblazer from Leeds who got sick of the bad views and second-class seating areas designated to wheelchair users at cinemas:

Christopher Beaumont from Leeds, went to the Vue Cinema on Kirkstall Road but found his view was obstructed when he sat in the wheelchair-accessible space. He subsequently moved to the aisle to get a better view, but was then told by a member of staff to move back as he was a “fire risk”. At the time Christopher said, “The wheelchair bays are to the left and right of the screen, and there was not a very good view and it was a bit dark in places. I’d spent a lot of money on the ticket so I moved to the aisle to get a better view. The cinema was nearly empty but the manager still told me to move because of fire regulations. I decided to leave because I was getting a sub-standard service.”

Trailblazers found that one in three of the major chain cinemas had bad or very bad views of the screen from the wheelchair-accessible seating area. Yet, 96 percent of the independent cinemas reviewed had good or very good views of the screen. These figures were backed up by reviews which told of wheelchair-accessible spaces being

located behind pillars, far away from friends and so close to the cinema screen that people were left feeling sick, uncomfortable and, in some cases, with their health at risk.

Discomfort was a common concern and again, chain cinemas compared badly to independents with less than half of chain cinemas leaving their customers feeling comfortable while customers at eight out of ten independent cinemas felt comfortable.

Other concerns highlighted by Trailblazers included staff members accusing them of being a health and safety risk or a fire hazard, when Trailblazers took matters into their own hands and moved out of designated seating areas and either transferred to standard seating or moved into cinema aisles to get better views and greater comfort.

In examples of best practice, cinemas locate wheelchair-accessible seating areas throughout the cinemas and have removable seats so disabled people can sit at the front, middle or back of the cinema, ensuring everyone can get a good view, choose where they sit and enjoy the film with friends and family alongside them.

Jagdeep Sehmbi using a wheelchair accessible space at her local cinema

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Top tips for cinema operators and developers to make cinemas welcoming and accessible to all

Stefanie Fischer, Principal BFF Architects

1. Consider the quality of the experience for all cinema-goers from the moment they approach the entrance to take their seat in the auditorium.

2. Provide the same route from the entrance, through ticket and concessions sales areas, café bars and foyers to the auditorium. Design counters to accommodate the needs of cinema-goers who are able-bodied, wheelchair users and younger and shorter members of the audience.

3. Integrate disabled toilets with the main toilet provision and provide cubicles for ambulant disabled cinema-goers within the main male and female toilets, as well as a unisex disabled toilet.

4. Integrate wheelchair seating positions within the main body of seating so wheelchair users can sit alongside able-bodied companions. Provide a choice of seating positions, and avoid limiting wheelchair positions to the front row where viewing angles are most acute. Allow for wheelchair users to access the screen end for panel discussions from within the auditorium. Consider provision for guide dogs.

5. Exploit the potential of digital technology to meet the needs of cinema-goers who are blind and deaf, by providing audio description and subtitles.

6. Provide a comfortable aural environment in the foyers and auditoria to aid intelligibility for all.

7. Make creative use of contrasting colours and textures and low level light on stairs and ramps to aid cinema-goers with visual impairment. Avoid reflective surfaces that distract from the ability of cinema-goers with visual impairment to interpret their immediate environment. 8. Consider a holistic approach to making cinemas accessible at the outset of the project, when creative thinking can deliver solutions at lowest capital cost.

9. Make cinema a joyful experience for all and encourage repeat visits.

Action needed We are calling on cinema exhibitors:

to use examples of best practice and place wheelchair-accessible seating throughout the cinema

not to dehumanise disabled people by referring to them as “fire risks”

to allow disabled people to transfer from wheelchairs to standard seating

not to allocate wheelchair-accessible seating in the least appropriate and popular areas of an auditorium

to discuss seating possibilities with disabled people who know where they want sit and why

to provide staff with high quality disability awareness training on health and safety law and customers’ rights.

Disabled seating at the front of an auditorium can be painful and is considered bad practice

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branded a fire risk

Twin sisters, Laura and Judith Merry’s trip to the cinema was ruined by staff who branded them as “fire risks” because of their limited mobility and insisted they move. During this particular visit, they were told to move to the front row seats, after they were already seated, causing both embarrassment and disruption to everyone. The move was required because they were told they would take too long to transfer out of their seats in the event of a fire. The twins were forced to sit next to the fire exit in the front row resulting in painful necks.

Laura said, “When I booked my tickets, I explained that we would like to transfer from our wheelchairs and was told by staff that this would be fine. Both my sister and I were given the option of where we would like to sit. To be branded as “fire risks” and made to move, while out with my family, was extremely embarrassing. In this day and age, being treated in this way is completely unacceptable.”

“ We were in Screen 3 and the wheelchair spaces are right at the front so you almost have to break your neck to see the screen, because it’s right in your face. Then there was only one seat next to the wheelchair space and I had three able-bodied friends with me, so we all couldn’t sit together. It was really frustrating and disappointing.” Fiona Anderson reviewed Bury Vue on the Rock

“ The seats, although not right at the front,

were too far to the side. The angle and

the distance away from the screen were

awful, and no-one would really choose to

sit here unless the rest of the auditorium

was full. I had to transfer seats, but it

would have been easier with armrests

that allowed a side transfer. Also, the

seats behind were just one step up,

and a ramp here would drastically

improve the view of the screen.”

Tanvi Vyas reviewed North Finchley Vue

“ This is a great cinema. All the screens are on the ground floor and the seating areas are accessible by a slight uphill ramp. Seats for wheelchairs are roughly in the middle of the seats, so there’s a good view without putting too much strain on my neck.” Lee Stewart reviewed Inverness Vue

“ The Empire Cinema at Basildon used to be excellent. In fact I would travel there from university at Barking sometimes because it was so good. You could sit up the back in most screens and in a number of them, I would sit in the same row as the rest of my mates. However, a few years ago when they installed the Premium Seating, it meant that you could not sit at the back in some screens. It is not very comfortable sitting in the front of screens and has meant I go to the cinema a lot less. Now, you can sit at the back in some screens, but sometimes you have to determine what you see by what screen is showing what film.” Paul Peterson reviewed Basildon Empire

Laura and Judith Merry

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bathrooms

Overall, one in five cinemas surveyed had bad or very bad toilet facilities. This was identified in bathrooms’ poor maintenance and condition, as well as the size of the accessible toilets. Trailblazers recommend cinema exhibitors invest in their disabled customers and install well-equipped, spacious and well-maintained toilets, as advocated by the Changing Places campaign run by Mencap.

Other concerns included Trailblazers being unable to access disabled toilets because they were being used by non-disabled customers and toilets being used as storage cupboards.

changing places

Standard disabled toilets do not meet the needs of all people with a disability – or their carers. People with profound and multiple learning disabilities, as well as other serious impairments such as spinal injuries, muscular dystrophy, multiple sclerosis or an acquired brain injury, often need extra facilities to allow them to use the toilets comfortably. Changing Places toilets are different to standard disabled toilets with extra features and more space to meet these needs.

Each Changing Places toilet provides:

the right equipment

a height adjustable adult-sized changing bench

a tracking hoist system, or mobile hoist if this is not possible.

www.changing-places.org

Action needed

We are calling on cinema exhibitors:

to install spacious and well-equipped Changing Places, accessible toilets wherever possible

to ensure accessible toilets are regularly cleaned and receive the same attention as the toilets for non-disabled people

to think creatively and practically about where and how they could install an accessible bathroom

to discourage non-disabled people from using the accessible bathrooms.

“ There was a lift to get down to the theatre, a disabled toilet with a RADAR key lock, but the door had been left open.” Tanvi Vyas reviewed the Tricycle Theatre in London

[The RADAR National Key Scheme (NKS) provides special keys for registered disabled people to access locked public toilets around the UK.]

“ I once went to the cinema and needed

the loo before the film began. An able-

bodied person was using the disabled

toilet and this, I feel, is not on. Disabled

people are unable to use able-bodied

facilities so able-bodied people should

respect the fact that facilities for

disabled people are for them only.”

Sukhi Tandi reviewed Milton Keynes

Cineworld Xscape

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refreshments

Cafés, bars and food stands are another concern for many of the Trailblazers who surveyed cinemas in their towns and cities. Once again, on the whole, independent and small chain cinemas came out better than their major chain counterparts.

Common concerns included counters that were too high for wheelchair users, poor disability awareness among staff members, and lack of support when Trailblazers needed assistance carrying food and drinks to their seats.

Action needed

We are calling on cinema exhibitors:

to ensure staff receive disability awareness training that teaches them to speak to and work with the disabled customer and not to their PA or carer

to install low level wheelchair-user-friendly counters

to require staff to offer support to customers taking refreshments to auditoriums.

“ More awareness among staff of disabled people, so they could offer assistance such as carrying drinks, holding doors etc. A wider choice of wheelchair spaces would also be ideal.” Catherine Alexander reviewed Cheshire Oaks Vue

“ They could have one desk, designated

for disabled customers, which is slightly

lower, making it easier when buying

tickets and refreshments.”

Stevie Pearson reviewed Watford Vue

Removable seats at the Tricycle Theatre in London

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Other impairments

Inevitably this piece of work has focused on the issues that affect young disabled people with mobility difficulties. However, we have also been made aware of issues that concern other disabled people, who are also getting poor service at cinemas.

To find out more about audio descriptions, hearing loops, subtitled films and autism friendly screenings Trailblazers recommend making contact with the National Autistic Society, Action on Hearing Loss, RNIB, and visiting www.yourlocalcinema.com

For further details see page 17.

Cinema access – best practiceAn example

Stratford East Picturehouse

Stratford East Picturehouse cinema is situated a few minutes’ walk from Stratford Underground station in east London. Recently refurbished, the cinema demonstrates that architects clearly considered accessibility when planning the new design. There is inclusive access throughout the cinema and at no point does a disabled person feel segregated.

The cinema benefits from a drop-off point close by and a car park, reducing the walk to the screens. Inside there are lowered counters for both the box office and the refreshments counter and a lift up to the bar and balcony. There are disabled toilets on both levels with RADAR key access.

It is possible to enter the auditorium from above and below so the choice remains where you would like to sit. This also leaves an option open if more than one disabled person is visiting the cinema.

There is an allocated wheelchair space at the back with an entire row of ordinary seats, making it easier to transfer or sit close to friends.

This cinema demonstrates good practice and shows that by planning beforehand, access issues do not have to become an expensive afterthought. The site demonstrates what a relatively small cinema group can achieve by investing and thinking creatively.

Stratford East Picturehouse

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the trailblazers

charter of best practice

Trailblazers have surveyed over 100 venues and by highlighting challenges and finding possible solutions through personal experiences, Trailblazers want cinema exhibitors to recognise that although positive steps have been taken, there is still a lot to be done.

The Trailblazers have designed a Charter of Best Practice which we expect cinema operators will strive towards.

Petition of supportTo increase the public’s awareness of the  challenges faced by young disabled people, we have drawn up an online petition to support the ten points of the charter.

You can sign the petition online at www.surveymonkey.com/s/cinema_access

Trailblazers’ Charter for improving the cinematic experience

I commit to the improvement of access and inclusion of disabled people at cinemas across the UK. To do this we will work towards:

1. creating a fully accessible environment throughout the cinema including automatic doors, ramps and well maintained lifts where required

2. ensuring all films shown are shown on a screen that is accessible to disabled customers

3. ensuring seating areas for disabled people are as diverse as they are for non-disabled people. This includes first-rate views and accessible seating throughout the auditorium. Seating space will be comfortable, sociable and non-isolating

4. awarding disabled and carer concessions, which ensure a disabled person will never pay double or more to see a film, and promote concessions such as the CEA card wherever possible

5. ensuring members of staff are courteous and understand the needs of the individual, offering assistance to the auditorium where required.

Provision of disability equality training should be an integral part of the staff training process

6. promoting and investing in an effective booking experience for disabled customers, by developing the online booking process and providing detailed information on access, ensuring an individual can sit where and with whom they wish

7. ensuring there is adequate car parking or drop-off points

8. ensuring disabled toilets are cleaned as regularly as non-disabled toilets and adopting the RADAR scheme to ensure facilities are not misused

9. ensuring that any decision-making that affects disabled people genuinely involves disabled people by engaging and working with Trailblazers and other disability networks

10. working with organisations representing people with sensory impairments to ensure these individuals have the same experience as others.

Signed Organisation Date

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summary

For young disabled people to be able to enjoy and relax during their free time, we believe that cinema exhibitors need to place accessibility at the heart of all current and future planning policies. This report and our film Lights, Camera, Access! have proven that creating a comfortable, friendly, accessible and positive environment for disabled people is not necessarily costly and can be achieved if a cinema is both willing and imaginative.

We have uncovered examples of first-rate practice from the ticket office through the refreshments area and into the auditorium. However, our survey has shown that more often than not this best practice has occurred at small, independent cinemas rather than at the big national chains.

Throughout this piece of work, we have made attempts to contact the three major players in the UK cinema industry, namely Vue, Odeon and Cineworld and have been repeatedly knocked back. At the time, we presumed it was because they were not particularly proud of their record on disability access. Having studied the Trailblazers survey results, we now know this to be the case.

Trailblazers believe that all cinemas have much to gain by creating accessible and comfortable environments for their disabled customers. By taking on board the opinions of the Trailblazers and working with us, cinema exhibitors have much to gain, including many new potential disabled and non-disabled cinema-goers.

Simon Pegg being interviewed by Trailblazers at the première of his film Paul, January 2011

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useful links

Action on Hearing Loss www.actiononhearingloss.org.ukFind out more about subtitling and best practice for cinemas

Artslinewww.artsline.org.ukArtsline is a disability access website, providing searchable information on over 1,000 arts venues across London

CEA www.ceacard.co.ukThis is a national card that can be used to verify that the holder is entitled to one free ticket for a disabled person accompanying them to the cinema

Changing Placeswww.changing-places.orgChanging Places is a campaign to improve the access of toilets to ensure they have enough space and the right equipment, including a height adjustable changing bench and a hoist

Direct Enquiries www.directenquiries.comInformation and tips on travel and accessibility

Disability law Servicewww.dls.org.ukProvides information and advice for disabled people

DisabledGowww.disabledgo.comLists accessible entertainment and retail facilities around the UK

The Equalities and Human Rights Commissionwww.equalityhumanrights.comThe home of campaigning for equality in the UK

Find your Assembly Memberwww.assemblywales.org/memberhome/member-search.htmIf you live in Wales, search here for your Welsh Assembly Member

Find your MLAwww.niassembly.gov.uk/members/constmap_res.htmIf you live in Northern Ireland, search here for your Northern Ireland Assembly member

Find Your MPwww.findyourmp.parliament.uk/commons Self explanatory

Find your MSPwww.acottish.parliament.uk/msp/membersPages/MSPAdressPostcodeFinder.htmIf you live in Scotland, search here for your Scottish Parliament Member

RADARwww.radar.org.ukRADAR is the UK’s largest disability campaigning organisation, with a membership of over 900 disability organisations and individual campaigners

RNIB www.rnib.org.uk/livingwithsightloss/tvradiofilm/television/adtv/Pages/audio_description_tv.aspxThe RNIB has advice and information on audio description and examples of best practice in the cinema industry

Safety Council www.britsafe.org/home.aspxThe British Safety Council is one of the world’s leading health, safety and environmental oraganisations

Visit Englandwww.enjoyengland.com/accessTips and advice on holiday travel in England for people with access needs

Registered Charity No. 205395 and Registered Scottish Charity No. SC039445

get involved

Take action, campaign, learn skills, make friends. Interested in becoming a Trailblazer? We always welcome people to join our thriving campaigning community.

Contact Bobby Ancil on 020 7803 4807, email at b.ancil@muscular-dystrophy.org or visit www.muscular-dystrophy.org/trailblazers

To find out more about the Muscular Dystrophy Campaign call 0800 652 6352 (freephone), email info@muscular-dystrophy.org or visit www muscular-dystrophy.org

Muscular Dystrophy Campaign61 Southwark StreetLondon SE1 0HL