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Submitted by PatientsEngage on 26 September 2019

Movie going can be an inclusive experience accessible to persons with disability.  Sangeeta Robinson, Head – Sustainability & Inclusion, PVR Limited shares how PVR Cinemas is making various infrastructure modifications and installing assistive equipment and devices to make the movie going experience more supportive and inclusive.

Could you tell us about the PVR Cinemas recently launched Accessible Cinema Program?

The Accessible Cinema Program #Cinema4All was introduced in April, 2018 aimed at making movie viewing available and accessible to all.

PVR Cinemas is the first multiplex chain in India to launch an initiative such as this:

  • Mobility: For its existing properties; by making infrastructural modifications and installing assistive equipment/devices. For new properties; at layout stage, PVR is ensuring accessibility. Audio Description through a Mobile App
  • Subtitles on for select shows.

What were the driving factors behind this initiative?

The Vision for the brand is to provide entertainment for everyone and we realised that we were not catering to people with special needs. In our Customer feedback also we picked up the fact that we needed to extend ourselves.

What facilities have been provided for the visually impaired or low vision movie goers?

After evaluating various prevalent technologies including assistive equipment like eye wear (for captions) and head phones (for audio description) compatible with Track 7 and 8 of digital cinema formats, we decided to go with a mobile app based solution called XL Cinema. This is at par with Actiview (USA) and Greta (Switzerland). Interestingly, apart from XL Cinema there are 7 apps that enable movie viewing for people with disabilities being used in various countries.

Which are the recent movies to have the XL Cinema App?

Sanju, Andhadhun, Thackrey and Romeo Akbar Walter

There are some exciting technology apps for the hearing impaired too. Could you give us the details about them?

Yes there are. However, we are currently playing one show per cinema with subtitles for films that come with subtitles.

You have also made provisions for autism-friendly screenings? What does that entail?

We have just started Sensory friendly shows where the volume is turned down lower, ambient lighting is kept on. Movement and talking is permitted and we are also working on a special menu that is gluten free and low on sugar.

How many theatres across the country are equipped with assistive technology for the disabled?

So far 50 cinemas have been branded as Wheelchair friendly. The XL Cinema app can be used in any cinema and subtitled shows are in all cinemas.

What is the response from the disabled community regarding the new accessible theatres?

In Q1 and Q2 of 2019, more than 36k and 38k wheelchair friendly seats respectively were booked in these 50 cinemas.

Do you think cinema halls should engage with more disabled people as audiences?

Cinema Exhibition Companies like ours just need to make entertainment inclusive.

While Accessible Cinema Program is a highly commendable initiative, if we look at economies of building accessible theatre - is it economically viable?

I don’t see why not. In our new cinemas we are just more sensitised at layout stage. If you are to build a cinema and later think of accessibility as an afterthought, it will obviously cost more.

What other initiatives are there in the pipeline which could bring in more inclusivity and fun for the disabled cinephiles?

We are working closely with the Government to put in place legislation that enables inclusive entertainment. These include:

  • Mandate for Audio Description and captions in Indian films
  • Easing the process of retrofitting existing cinemas to make them accessible.

Do you think such inclusiveness will help eliminate stigmas and stereotypes in society?

PVR is a Cinema Exhibition company and can only influence entertainment. Eliminating stigmas and stereotypes is a much larger task.