David Colley investigates a broken loop at a cinema – only to find out it doesn’t exist!
17th May 2011: Last week I went to see the film Hanna at my local cinema: the Empire at Newcastle City Gate complex. I had asked about the induction loop system, which is advertised on their website, so I could hear better. Staff happily advised me that I should ask for it to be switched on each time I see a film. I did. Three times! And still it wasn’t working. Staff said I wasn’t using my hearing aid properly (I was, cos I checked), and offered me headphones which I can’t use with my behind-the-ear aid.
So I decided to investigate, and went into the Newcastle Empire. Today I met with the charming duty manager, Nick Mapplebeck, pointed out to him that the loop hadn’t worked before, and politely asked him to show me a working induction loop in the cinema. He patiently explained that the best person to explain how the induction loop worked was the projectionist.
But as the projectionist waxed lyrical about the “loop system” it quickly became apparent he was talking about the infra-red headphone system in the cinema, which isn’t an induction loop, and which aren’t suitable with most hearing aids. I pressed them both about what kind of induction loop they had, one which has neckloops for hearing-aid users to wear, perhaps?
They were unable to show me a working induction loop. In fact, once I explained an induction loop system is not a headphone system, they admitted they didn’t have an induction loop at all. Anywhere in the cinema.
But on their website they advertise they do have one. They have a nice little image of an ear, and when you scroll your mouse over it, it comes up with the proud little words: “induction loop”.
I’m stunned a national chain of cinemas thinks its ok to advertise an access provision that they know they don’t have. Surely if they’d bought and installed one, they’d jolly well know about it!
Empire cinemas should be ashamed of their false claim and failure to provide auxiliary aids!
UPDATE (Monday 23rd May 2011):
Result! Pesky People got in contact with Empire Cinemas Operation Manager (Paul Baxter) following David’s post and are pleased to say that they are happy for me to report an update on David’s post including
- Empire Cinemas is addressing the issues and looking at training to ensure that nationally that they are providing the best service to Deaf and Hard of Hearing customers;
- Addressing David’s complaints (both at HQ and with Newcastle Empire’s Manager);
- Are now aware that their system for hearing aid users is an infra-red system and not an induction loop system and changing their publicity material to reflect this;
- Investigating technically immediately how to improve this (both access and equipment wise) for the benefit of not only David but all cinema goers needing access to their infra red system.
This is disappointing story to read.
Was this a simple honest mistake or a deliberate misleading on what access services were available?
Who maintains the website and its information?
Was it simply a misunderstanding of what a loop system is and who uses them?
It’s not unliklely that in fact there is just a lack of understanding of what technology solutions do and how they help people access services – services that they pay for in this example.
What’s needed is education. Organisations must realise that they must do more than just having token indication of equal access (“yes we’ve got a loop – but if we’re honest we don’t know how it works or who might use it” – or not so in this story!) – it’s about ensuring all day to day activities consider accessibility, and that it is genuine accessibility.
If you are reading this Empire, we’re happy to help….
Spencer
http://www.deafwise.co.uk
Hi David,
After much digging around on the web the last two days I have found a landline number for Empire Cinema HQ 0207 534 0820 thus avoiding the 10p a minute 0871 number advertised on their website.
I have left messages with both Marketing and Operations and hopefully they will respond to your complaints.
I only found the above number by looking at a press release ironically for a company taking over their automated voice answerphone system. It has proven difficult to find the right numbers to contact.
Alison
David,
The Operations Director is investigating your complaints and will respond as quickly as possible.
I know the main issue is to find a way that you can use your digital hearing aid with the infra-red facilities at the cinema and hope that there is a way of resolving this for yourself and other Deaf/Hard of hearing people wishing to use this facility.
I have also discovered the cinema have a Discount card for Disabled customers (you need DLA to receive it).
Alison
discount card for being disabled? That’s positive discrimination and it’s also not true. I think what you’re talking about is a card that allows a carer in with the disabled person for free. check it out
http://www.ceacard.co.uk/
You are right, I got it wrong I should have said it is a card that enables a carer to go to the cinema for free. Thanks for the link and hope it is useful for others (I certainly didn’t know it existed).
I’ve just noticed another thing with the cinema. I had a battle with them over making me pay to get a CEA card (Cinema Exhibitors’ Association Card) in order to not have to pay for my independent living assistant to get in with me. But there’s a charge for the card, which I object to paying. (Other venues expect me to pay for their particular way of proving I’m a disabled person and the money adds up_.
I’ve just noticed section 20(7) of the Equality Act 2010 which says that those who have to make a reasonable adjustment are not entitled to require a disabled person to pay “to any extent” their costs of complying with the duty.
So I shouldn’t have to keep paying for these things, after all!
Further update from Empire. Turns out their headphones do have a built-in induction loop after all. (Shame the product specsheet makes no mention of it). But even at full volume the sound through the T-loop is very weak – hardly noticeable. Made worse by the fact the headphone is still blasting out sound at the same time, making concentrating on the ‘good’ sounds difficult.
Not happy that the suggestion from the manufacturer is that I try and balance the headphone by the microphone on my BTE hearing aid. For over an hour and a half. I don’t think so.
I’m trying to persuade them to get neckloops, which I think would be a much more comfortable option for a lot of hearing aid users.
I used to work there, the headphones are maybe wearing out of power, they run on two treble A batteries and need regular changes.
When the cinema opened extensive tests were done with target audiences with headphones and they were all good.
The chief tech (on site) is the one to ask