MUMBAI: In a bid to attract the hearing-impaired and non-Hindi speaking audience to its theaters pan India, Reliance ADAG’s theatre chain Big Cinemas is planning to screen the forthcoming movies with English subtitles.
To begin with, Big Cinemas will screen the Amir Khan-starrer Ghajini with English subtitles from its second week at digital screens in BIG Cinemas’ Wadala and Metro BIG Cinemas in Mumbai.
“We wanted to expand our audience reach and hence, decided to take up this new initiative. This will ensure that the cinema medium can be enjoyed by a larger number of the public - especially the hearing impaired who could not earlier understand the dialogues,” says Big Cinemas COO Tushar Dhingra.
"The release of Ghajini, being an eagerly awaited film, was an ideal way for us to start offering this facility and will set a trend for future releases,” Dhingra adds.
Post Ghajini, the next big release that will be screened with English subtitles by Big Cinemas across its digital theatres is Chandni Chowk To China. The film, directed by Nikhil Advani and starring Akshay Kumar and Deepika Padukone, will hit the theatres on 16 January.
Adlabs Digital Cinema COO Patrick von Sychowski states, “Digital cinema technology makes it easy to introduce such innovations. Hence, we look forward to introducing more such innovations for the benefit of the audience.”