The UK Cinema Association today launched a campaign to explain the safeguards that UK cinemas will have in place to help protect audiences as they start to open over the coming weeks and months.

With cinemas in England having been able to open from 4 July, those in Northern Ireland from 10 July and those in Scotland opening from tomorrow, 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 measures to 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 as sites re-open.

With a common script, both infomercials explain the range 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 UKCA on 25 June.