How Reliable Assistive Systems Can Build Loyal Audiences

For deaf and hard-of-hearing audiences, a trip to the theatre or cinema isn’t always straightforward. With so few accessible performances available, careful planning is essential—booking tickets well in advance, arranging transport, even securing accommodation—just to experience a show that meets their needs. But too often, after all that effort, they arrive to find that the assistive system doesn’t work. It’s frustrating, discouraging, and entirely preventable.

At Built For Good, we believe accessibility should be effortless. Our mission is to transform the landscape of cinema and theatre, increasing the availability of closed-captioned films by 3,000% and, with our new technology, WatchWord Live, ensuring over 90% of theatre performances can be captioned. Above all, we want to give audiences freedom—the same freedom others take for granted—the ability to be spontaneous, knowing that an accessible experience is always available and reliable.

To create a truly inclusive audience, accessibility needs to be as dependable as any other part of the production. When assistive systems fail, trust is broken. If someone has one bad experience, they may never return. That’s why venues must treat these systems as mission-critical. Regular testing should be built into technical checks before every performance. Staff should be trained not just in operating the equipment but in troubleshooting issues in real-time. Audience feedback should be sought, valued, and acted upon. Accessibility cannot be a ‘nice-to-have’—it has to be a guarantee.

Building a diverse audience means making accessibility a visible, consistent part of a venue’s identity. One or two captioned or signed performances in a long run simply aren’t enough. People need to know that accessible experiences are not a rarity but a standard offering. Frequent, well-promoted accessible performances create confidence and encourage attendance. Community partnerships with deaf advocacy groups and local organisations can help spread awareness and ensure programming reflects the needs and interests of deaf and hard-of-hearing audiences.

Venues also need to be better at communicating directly with the people they want to welcome. If accessible performances exist but no one knows about them, they may as well not be happening. Clear, prominent information on websites, subtitled trailers, and social media posts that highlight accessibility features can all make a difference. Staff training in deaf awareness, including simple sign language greetings, can help create a more welcoming environment. Accessibility should be something audiences can rely on, not something they have to chase.

The most effective way to build a loyal audience is to create trust. People will return if they know they can depend on a venue to get accessibility right, every time. That means making assistive systems part of the core experience, not an afterthought. It means ensuring accessibility is available at every performance, not just once in a while. It means proving, through actions rather than words, that everyone is valued equally.