By Marcella Fazzio
In recent years, Brazilian cinema has undergone a quiet yet powerful transformation. Since the introduction of accessibility apps in the country, we’ve already surpassed 100,000 downloads of features such as Libras, audio description, and descriptive captions. And this number alone reveals something fundamental: there is a huge audience eager to go to the theaters, enjoy stories, and be part of the cinematic experience we value so much.
For exhibitors, this is not just a social issue; it is also a real business opportunity, a chance to expand their market, and a way to attract new audiences. People with disabilities have an interest, a desire, and the purchasing power. What was missing was access.
Accessibility: From Legal Obligation to Competitive Advantage
Accessibility apps have made what once seemed impossible much simpler. Today, any viewer with a disability can watch a movie independently, using their own device, without relying on the physical layout of the theater. However, whenever requested, the movie theater must provide the user with a cell phone or compatible device, as specified in the regulatory guidelines. This technology serves both inclusion and the customer experience.
With clearer and more accessible communication, classrooms can not only fulfill their social role, but also:
- Attracting new audiences
- Building a loyal audience among viewers who previously weren't even on the radar
- Increase classroom occupancy
- Strengthen your institutional image and your commitment to diversity and civic engagement
Inclusion is no longer an expense but rather a strategic investment.
An audience that has always existed, but has never been invited
When we talk about accessibility in movie theaters, it’s important to remember: these people have always been here; they just didn’t have the tools to get in. There are millions of Brazilians with hearing or visual impairments who, for the first time, can sit in a movie theater seat and follow every detail of the story.
And when a movie theater welcomes a person with a disability, it doesn’t just gain one moviegoer—it gains entire families, friends, and companions… It creates a ripple effect.
Yes, training the team is challenging. But it's urgent. And it's possible.
The theater operators know: training staff isn't easy, especially when the daily routine at the theater is hectic. But that's the point—you have to start somewhere.
You don't have to change everything all at once. Just a few steps are enough:
- Inform the team about what these resources are and who uses audio description, Brazilian Sign Language (Libras), and descriptive captions.
- Provide guidance on how to help the viewer use the app, if they ask.
- Assist the user inside the movie theater by helping with ticket purchases and at the concession stand, and by showing them to their seat
- Include accessibility information in communications related to the movie theater, website, box office, posters, and social media.
It’s important to remember that before a moviegoer arrives at the theater, they need to feel that this space is also for them, that they’ll be made to feel welcome, that the program is accessible, and that they’ll be able to find information about each title.
Small gestures lead to big changes. And the public notices.
The future of cinema is broader, more diverse, and more profitable
Theaters that embrace accessibility reap not only recognition but also growth. Building an audience is an ongoing process, and now is the right time: the apps are already available, audiences are ready, and demand is growing.
What’s missing now is the step of communication—the final gesture that turns intention into reality. Cinema has always been about telling stories. Now, the time has come to ensure that everyone can hear them, see them, and experience them.
Inclusion opens doors. And in the movies, it opens seats above all.
