Open subtitles will now be available during selected times at 240 AMC theaters in more than 100 U.S. markets, the company announced Friday in a press release.
“By adding open captions to the variety of presentation formats we offer, AMC’s locations become a more welcoming place for millions of deaf or hard-of-hearing Americans, as well as many for whom English is not their mother tongue, “said Elizabeth Frank. , executive vice president of global programming and director of content for AMC. “The initial response from consumers has been very positive and we anticipate strong demand with a growing awareness of AMC’s open subtitle submission schedules.”
According to the press release, markets with at least two AMC cinemas will offer some open-air screening schedules for each new-release film each week.
The company said the “vast majority” of its films will continue to have subtitles.
“Eternals,” the latest Marvel movie to be released in November, stars deaf actress Lauren Ridloff as Makkari, the fastest superhero in comics. The “Walking Dead” student made headlines after criticizing the lack of accessibility to movie theaters in an interview with the New York Times last month.
“We’re a later idea in theaters and that needs to change,” he told the Times. “You have to use a special subtitle device to see the subtitles in a theater, and it’s a headache.”
In the interview, he also pointed out how important representation is in Hollywood. Although one in four Americans live with a disability, according to a 2016 study by the Ruderman Family Foundation, the representation and casting of disabled actors on the television screen is few and far between.
A day before AMC made the official announcement, the company’s CEO broke the news on Twitter.
“@AMCCTheatres will permanently offer some weekly show schedule openings”, Adam Aron he tweeted Thursday. “And just in time for @ Disney’s Eternals.”
I’m proud to announce it @AMCCTheatres will permanently offer some open subtitle programs each week. Well marked on our website and mobile app. A real breakthrough for those with hearing difficulties or where English is a second language. And just in time for the Eternals @Disney pic.twitter.com/Ydn3dHFzuX
– Adam Aron (@CEOAdam) October 13, 2021
The CEO’s tweet was welcomed by some on Twitter, while others were cautiously optimistic.
We saw it yesterday #VenomLetThereBeCarnage # Venom2 and it was hard for us to understand what the poison said most of the time !!
I was literally waiting #AMCSqueeze should show subtitles.
You heard us !! Thanks for listening without asking! @elonmusk he would have done the same– kehna Kya chahte ho (@kehnakychahteho) October 13, 2021
Accessibility for the masses! WTG @CEOAdam & #amc. As a sign language interpreter, many of my deaf friends do not go to theaters due to inaccessibility or “accommodations” are not suitable. Please make sure that show schedules with subtitles are not limited to weird and awkward moments.
– Heather LoBrutto (@ HeatherLoBrutt1) October 13, 2021
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