Movie theater company AMC has announced plans to make their showings more inclusive with the addition of open captioning during select showings at over 100 US locations.
“By adding open captions to the variety of presentation formats we offer, AMC locations become a more welcoming place for millions of Americans who are deaf or hard of hearing, as well as many for whom English is not their native language,” said Elizabeth Frank, executive vice president of worldwide programming and chief content officer of AMC.
The first movie offered with the new open captioning service will be “Eternals,” the newest Marvel movie. The announcement comes after “Eternals” star and deaf actress Lauren Ridloff gave an interview advocating for more inclusive theater practices.
Traditionally, those who are deaf or hard of hearing must use a special closed-captioning device in theaters, but the new change will make the experience more convenient and enjoyable.