THE UK Cinema Association has launched a campaign to explain the safeguards UK cinemas will have in place to help protect audiences as they start to open over the coming weeks and months.
We hope that the adverts we’ve launched today will offer that reassurance
UK Cinema Association Chief Executive Phil Clapp
With cinemas in England having been able to open from July 4, those in Northern Ireland from July 10 and those in Scotland opening from this week, the Association wants to offer everyone considering a return to the cinema reassurance on the steps that all venues will be taking to deliver a safer big screen experience.
The campaign is based around two ‘infomercials’ setting out the key measuresto be taken.
These will be used –alongside a host of other digital assets –on cinema and industry partner websites and social media channels, as well as on the big screen itself assites re-open.
With a common script, both infomercials explain therange of social distancing, hygiene and other protective measures that will be taken, closely following the advice set out in the Government-approved safeguarding guidelines – Cinemas – keeping workers and customers safe during COVID-19–published by the Association on June 25.
Commenting on the launch, UK Cinema Association Chief Executive Phil Clapp said: “We know from our own as well as other surveys that there is an overwhelming desire amongst cinema-goers to return tothe cinema as soon as they can, but equally that they and others want to understand and be reassured as tothe safeguarding measures that will be in place when they do.
“We hope that the adverts we’ve launched today will offer that reassurance. The steps that all cinemas will take to protect both audiences and their teams are we think the right ones to help ensure that we will be able to deliver a safe but still enjoyable big screen experience.”
The two ‘infomercials’ can be found on the UK Cinema Association youtube channel