Given increasing concerns about the potential for wearable technology being used to record films in cinema theatres, the Cinema Exhibitors’ Association (CEA) in the UK has – in consultation with key circuits – set out a recommended policy for its members.
Announced last week, the policy is that customers are requested not to bring wearable technology capable of recording images into cinema auditorium, regardless of whether the film is playing or not. This position is driven by concerns around customer privacy as well as film theft.
While our position on mobile phones is that we ask people to put these away when the film is playing, with wearable technology – whether Google Glass or otherwise – we believe that it is generally more difficult to detect when they are and are not recording, so our approach is a precautionary one, said CEA.
“As a courtesy to your fellow audience members, and to prevent film theft, we ask that customers do not enter any cinema auditorium using any ‘wearable technology’ capable of recording images. Any customer found wearing such technology will be asked to remove it and may be asked to leave the cinema,” says CEA.
It is worth noting that while wearable technology is a comparatively new phenomenon in the UK, in the US – where its use is already more widespread – not only some cinemas but also casinos and many bars and restaurants have looked to limit or ban its use, observes CEA.
The CEA represents the interests of around 90 per cent of UK cinema operators by number and market share. The CEA membership includes single screen / owner managed sites as well as the largest circuit and multiplex operators.
Photo courtesy: CEA