The Untapped Cinema Market
How Cinemas Can Benefit from Accessibility for People with Hearing Loss
How Cinemas Can Benefit from Accessibility for People with Hearing Loss
In the UK, there are approximately 4.6 million people with hearing loss that could impact their ability to fully enjoy cinema experiences. This group, ranging from those with moderate hearing loss to those with profound impairment, represents an untapped market for cinemas. Despite the growing importance of accessibility, many cinemas still fail to provide adequate support for this demographic, potentially missing out on millions in annual revenue. By exploring the financial and social opportunities that cinemas can harness by improving accessibility for people with hearing loss, we can consider the potential gains for cinemas and the individuals themselves.
The Scale of Hearing Loss in the UK
Hearing loss is far more widespread than many might assume. Around 4.6 million people in the UK experience hearing loss of varying severity that could affect their enjoyment of cinema. This group includes individuals with moderate to profound hearing loss, ranging from 2.4 million people with moderate hearing loss (41–55 dB) to 250,000 with profound hearing loss (91+ dB).
While hearing aids and other assistive devices help many cope with hearing loss, they don’t always address the full extent of the problem in noisy or complex environments, such as movie theatres. Open and closed captioning are among the most effective ways to ensure that individuals with hearing loss can fully engage with films, yet many cinemas still lack the infrastructure to support these features.
Cinema Attendance and Spending Habits
According to recent statistics, approximately 40% of the UK population goes to the cinema at least once a year. For people with hearing loss, the opportunity to attend a cinema is often lost if accessibility features such as captions are unavailable. By ignoring the needs of this group, cinemas are potentially leaving money on the table.
The average UK cinema ticket costs around £8, and movie-goers typically spend another £8 per visit on snacks, drinks, and other items. With an average of 3 cinema visits per year per person, the total expenditure per person annually is £48.
The Potential Revenue Loss
With 4.6 million people in the UK affected by moderate to profound hearing loss, cinemas could be losing out on a significant portion of revenue by not accommodating their needs. If we assume that 40% of this group would typically go to the cinema (based on the general population's movie-going habits), this equates to approximately 1.82 million people who would potentially attend cinemas if accessibility features were provided.
Total Annual Revenue Loss to Cinemas:
By catering to these 1.82 million people, cinemas could see an additional £87.36 million in revenue annually. This figure includes ticket sales and additional spending on snacks and other purchases, which would otherwise be missed.
Given the competitive nature of the cinema industry and the need for theatres to maintain strong revenue streams, addressing the needs of people with hearing loss is not just a matter of inclusivity—it is a significant business opportunity.
The Gains for Cinemas
The potential for cinemas to increase revenue through accessibility goes beyond just financial considerations. Offering closed captioning and other services for people with hearing loss would provide a more inclusive and welcoming environment, broadening the cinema’s appeal and demonstrating a commitment to accessibility.
Some of the key benefits for cinemas include:
Revenue Growth: As outlined, catering to people with hearing loss could bring in an additional £87.36 million in annual revenue.
Brand Loyalty: Cinemas that embrace inclusivity may gain loyalty from customers who value accessible experiences. These loyal customers may share their positive experiences with friends and family, driving more traffic to cinemas.
Social Responsibility and Reputation: Providing accessibility services for those with hearing loss enhances a cinema's reputation as socially responsible and attentive to the needs of all customers, which can be a strong differentiator in a crowded marketplace.
The Gains for People with Hearing Loss
The benefits of increased accessibility are not only financial. For people with hearing loss, enjoying a trip to the cinema with closed captioning offers significant advantages, including:
Inclusion and Equal Access: People with hearing loss would gain equal access to entertainment and cultural experiences, eliminating the frustration and isolation often felt when they are unable to follow dialogue in films.
Mental and Social Well-being: Social engagement is a vital component of mental health. Cinemas provide an opportunity for people with hearing loss to enjoy social experiences with friends and family, reducing feelings of isolation and improving overall well-being.
Cognitive Engagement: Watching films with subtitles or captions provides a valuable cognitive exercise. Engaging with stories and characters on the big screen helps stimulate mental activity and provides opportunities for shared cultural experiences.
The Broader Impact: A More Inclusive Society
The move towards greater accessibility in cinemas has the potential to impact society more broadly. As more cinemas adopt closed captioning, they help to challenge the social isolation and marginalization often faced by people with hearing loss. By prioritising accessibility, cinemas can play a role in fostering a more inclusive society, where everyone, regardless of their hearing ability, can participate in shared cultural and social activities.
