February 2021 SAFETY OF UK CINEMAS

Introduction

Drawing on scientific research as well as operational experience and positive customer feedback, this paper brings together the available evidence confirming the safety of UK cinemas during times of COVID-19.

Given the still-developing nature of the pandemic, this remains a ‘living document’ to which further insight will be added in due course. But at this stage it presents a strong suite of evidence confirming that – once allowed to re-open – UK cinemas will be able (again) to deliver a COVID-safe environment for cinema-goers and staff.

Scientific research

As the pandemic has developed, a number of pieces of scientific research have emerged which have explored – and to a large extent confirmed – either directly or indirectly the safety of the modern cinema environment. While these in the main relate to territories other than the UK, given the global nature of the sector their findings are in all cases transferable.

A key focus of this research has been the likelihood of the air-borne transmission of COVID-19 within the enclosed space of a cinema auditorium, and in particular the extent to which this is mediated by the modern HVAC systems utilised at the vast majority of venues.

For example, a short study in Germany by the Fraunhofer Heinrich Hertz Institute and technology company ParteQ, in collaboration with the Federal Environment

Agency, investigated the dispersion of aerosols and CO2 in a concert hall (in most respects a comparable environment to a cinema auditorium).

The study, which also looked at the efficacy of face coverings, concludes that ‘aerosol transmission can be virtually ruled out if sufficient fresh air is supplied via a ventilation system and visitors wear mouth-nose protection during the performance.’

1 The full report (in German) can be found here - with a summary in English here.

Another study involved a practical test conducted by the Infectious Disease Centre at Aicha University, Japan, looking specifically at the impact of ventilation capacity on the removal of air from a cinema theatre.

The test – a video of which can be seen (in Japanese) here – has been summarised as follows:

'Professor Mikamo at the University conducted a test showing that smoke was removed from an auditorium within 20 minutes through the ventilation system underneath the screen. This means the old air in the theatre was replaced with the new air in a short amount of time. He concluded that the air ventilation works well in a movie theatre because we get fresh air 6-7 times while we watch one movie and that we can avoid the "closed" point of the 3C’s in a theatre. Of course, with proper safety measures such as social distancing, theatres can also avoid the “crowded” and “close contact” points as well.’

Another study, undertaken by academics in Italy and Australia, found that the risks of airborne virus transmission were significantly reduced when an individual was seated and breathing normally – as would be the case in a cinema auditorium - rather than undertaking light or heavy exercise or singing. The full study – which is very complex - can be found here – while a simple representation of the key findings presented by the international cinema company Cinepolis can be found here.

More generally, a study by the Hermann-Rietschel Institute in Berlin confirmed the relative safety of cinema auditoriums compared to other environments such as offices with respect to aerosol transmission, while at the same time supporting calls by German colleagues for a further reduction in the then ‘1.5m plus’ social distancing requirement. The full study (in German) is here, with an article in English in Deadline magazine here summarising its key findings.

Operational experience

In the period following the first nation-wide lockdown, UK cinema operators were able to develop and collate a huge amount of positive operational experience confirming their ability to deliver a safe cinema experience.

This is evidenced in large part by the fact that not one outbreak of COVID-19 is known to have been traced back to a UK cinema. Indeed, the Association is not aware of any member who has been contacted by the NHS Test and Trace scheme to follow up on a reported case of the virus.

The protocols for the safe operation of UK cinemas were developed and agreed by the UK Cinema Association in consultation with DCMS and other Government officials and have for the major operators also been signed off by their primary

2 authorities with lead responsibility for health and safety. Feedback from local authority inspections has been uniformly extremely positive.

The latest version of the guidelines – which remain under constant review and amendment in the light of changing circumstances and understanding of COVID-19 and the ways it might be tackled - can be found here.

Key elements include:

- A comprehensive risk assessment of all aspects of the workplace; - Steps to ensure the protection of staff, in particular those judged to be at high risk from COVID-19, including the establishment of staff ‘pods’ and installation of screens and other protective measures at likely contact areas; - A range of social distancing measures to protect both staff and customers, including managing capacity levels and introducing mechanisms to regulate the movement of people around the building, such as one way or queuing systems; - Enhanced cleaning and hygiene regimes, including thorough and regular cleaning of auditoria and other ‘high traffic’ areas, the introduction of hand sanitising stations and increased opportunities for handwashing; - The appropriate use of PPE and other protection for relevant staff tasks and roles, as well as implementation and enforcement of a mandatory face coverings policy for all customers.

The steps above are additional to existing safeguards, including in particular (given the scientific evidence quoted earlier) the role of modern air conditioning systems, where a typical venue will see each auditorium having its own constant fresh air supplied at a rate of 10 litres per person per second. Air is constantly extracted from the auditorium at the same rate that it is supplied, ensuring that all of that in each space is replaced approximately every 7 minutes, with none being reused or recirculated.

Key to their successful implementation to all of these COVID-19 safeguards has been a comprehensive sector-wide training strategy. While the largest companies developed and delivered their own in-house schemes, the UK Cinema Association worked with the sector skills agency ScreenSkills to offer an online e-learning module and assessment test, tailored to the needs of those working in cinema exhibition.

The e-learning module - more information on which can be found here – establishes basic awareness and understanding of COVID-19, the personal responsibilities of each employee and the key safety measures to be implemented in the cinema environment.

To date, more than 1,700 individuals have successfully completed the training, which staff are expected to re-take every six months to refresh their understanding. The Association will give this another ‘push’ in the run-up to re-opening following the current national lockdown.

3 Clearly the successful delivery of many of the safeguards mentioned above relies on the co-operation of customers. In order to communicate the steps they might expect on returning to the cinemas – and their role in supporting these – the UK Cinema Association produced and distributed a ‘tool-kit’ of assets including customer-facing advice videos and other assets, some examples of which can be found here.

These materials – which have been updated and revised in line with changing guidance – have been widely adopted by UK cinemas. In addition, many cinemas have introduced their own tailored information films as part of the ‘pre-show’.

Audience sentiment

While clearly the best evidence of the ability of UK cinemas to deliver a safe experience is the complete absence of any COVID-19 case being traced back to a UK site, successful delivery of this outcome is something enabled in large part by the co-operation of audience members.

Support for and recognition of the safeguarding steps that has been taken is also important in helping to ensure the recovery of the sector once cinemas are allowed once again to re-open, with ‘word of mouth’ acting as a key marketing channel.

In this regard, there is also very positive evidence, in particular from the regular survey of cinema-goers undertaken on behalf of the Film Distributors’ Association (FDA) by the research agency Metrixlab throughout much of 2020. These monthly surveys of regular cinema-goers confirmed high levels of satisfaction around safety aspects amongst those who had returned to the big screen.

The most recent ‘wave’ of this research was undertaken in September at a point when the number of cinemas re-opened following the first national lockdown was at a peak and so response numbers were most representative of the views of cinema returners. The findings showed that:

- over 80 per cent of those returning said that they were ‘very satisfied’ with standards of health and safety; - 95 per cent said that they felt safe enough to return again; - 93 per cent said that they felt the overall experience to be ‘good’ or ‘very good’; - 93 per cent said that they would encourage others also to return.

These exceptionally high levels of customer satisfaction with levels of safety are also reflected in a range of unprompted comments received by the major circuit operators from returning customers, a selection of which is shared below:

“I’ve visited twice in the last 2 weeks with my kids. I have to report that we have felt really safe, and all of the staff at the cinema that we have been in contact with have all been really nice, very helpful and respectful and polite.

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From those at the door, those at the tills and those explaining the rules re seating etc. It is clear you are working hard to ensure all the COVID rules including cleanliness and social distancing - but still give customers a great experience. I’d just like to say thanks! I am telling all my friends what a great experience it is and that they should feel safe and go to Clydebank.” [Empire Cinemas]

“I was very impressed with the health and safety measures implemented. I felt perfectly safe taking my family and am looking forward to revisiting soon.” [VUE Entertainment]

“We were a bit nervous really about coming back but the cinema here, it was really, really good how you’re spacing people out and everything has been really hygienic, so it is quite nice knowing you are doing everything they can.” [Showcase Cinemas]

“Fantastic safety standards at your Barnstaple cinema. We were extremely happy with the measures in place and were keen to visit again until you had to close. Will definitely be back once you re-open.” [WTW Scott Cinemas]

“I felt very pleased with the processes you had in place to cover the Covid19 situation. I felt safe and secure while in the cinema and the instructions and the assistance from your staff were clear and helpful and the notices, clearly displayed at numerous locations very informative – thanks.” [Cineworld Cinemas]

“A massive thank you. I felt safer at the cinema, than I have at the supermarket.” [Odeon Cinemas]

“I went to a VUE and they had a whole system in place, probably safer going to the cinema than a restaurant at the moment.” [VUE Entertainment]

“Waterfront Cinema have clearly spent time and money organising themselves to ensure the safety and well-being of their patrons. At no point during my visit was I concerned about my health and I had a great night out with my fiancée before restrictions prevented us from doing it again!” [West Coast Cinemas, Scotland]

“Of all the establishments I’ve been to since COVID, the ‘safest’ was definitely the cinema.” [VUE Entertainment]

“Great cinema visit last night. Very impressed with social distancing measures and extra efforts to keep everyone safe. Looking forward to coming back.” [WTW Scott Cinemas]

UK Cinema Association February 2021

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