The debate around open-captioned screenings highlights a major challenge in making cinemas more accessible for people with hearing loss.

Evaluating Open-Captioning Campaigns and the Role of Technological Solutions

For millions of people with hearing loss, a trip to the cinema is not the effortless experience that most take for granted. While subtitles on streaming platforms have become standard, the same accessibility has not translated to the big screen. Despite years of campaigning for open-captioned screenings—where subtitles appear on screen—progress has been frustratingly slow.

Currently, only around 1% of UK cinema screenings offer open captions, and they are often scheduled at inconvenient times, limiting choice for deaf and hard-of-hearing audiences. Cinemas cite commercial concerns, pointing out that while many support open captions in principle, ticket sales for these screenings remain low. The fear is that hearing audiences—who make up the majority—will opt for non-captioned showings instead.

This creates an accessibility paradox: people with hearing loss need captioning to enjoy films, but if open-captioned screenings don’t attract enough audiences, cinemas are reluctant to provide them.

A New Approach: Technology as the Solution

This is where technology is stepping in to fill the gap. WatchWord, a closed-captioning system developed by UK start-up Built For Good in partnership with Epicyclism and Atomic, provides an alternative that benefits both cinemas and audiences. Unlike smartphone-based systems, which have been widely criticised for being distracting and unreliable, WatchWord delivers captions directly into the viewer’s line of sight via lightweight, comfortable glasses.

The beauty of this approach is that it does not disrupt the cinematic experience for other audience members while still offering full accessibility to those who need it. It allows any film, at any time, to be accessible—without cinemas having to schedule specific captioned showings. This not only increases flexibility for people with hearing loss but also removes the commercial risk for cinemas.

The Future of Accessibility in Film

The struggle for equal access to cinema is far from over. Open captions remain an essential part of the conversation, particularly for those who prefer them or do not wish to use assistive technology. However, solutions like WatchWord offer an immediate, scalable way to improve accessibility without reliance on industry-wide policy changes.

With support from the UK Cinema Association and Innovate UK, Built For Good has developed a system that is reliable, effective, and designed with users in mind. But expanding access requires action from cinema operators and the public.

If you want to see more inclusive cinema experiences, you can help. Encourage your local cinema to adopt WatchWord or support our work directly by donating via our GoFundMe page. Together, we can create a future where no one is excluded from the magic of the big screen