Cineworld at The O2 already offers Superscreen, a multidimensional sound combined with state-of-the-art projection and Dolby Atmos, as well as ScreenX. (Cineworld)
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British cinemas are to introduce digital ID cards so that children have a more convenient way of confirming their age.
The UK Cinema Association, which represents the vast majority of British theatres, has announced a partnership with digital identity provider Yoti.
The digital ID is being implemented from today (30 May) and cinema goers will be able to use the Yoti app to prove their age when asked at the cinema.
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The app can be used by children 13 and older and means that documents such as passports can be left at home.
As required by the film classification system, cinemas are required to check the ages of attendees.
Phil Clapp, CEO at the UK Cinema Association said: “Of the 165 million to 170 million admissions per year UK cinemas were seeing pre-pandemic, around 30 per cent fall within the 15-24 year old bracket (and around 20 per cent within the 9-14 year old age group). Since cinemas re-opened last May those proportions are likely to be even higher.”
He added: “For many wanting to get into a ‘15’ or even ‘18’ certificate film, proving their age – without a passport or driving licence to hand – can be incredibly difficult and an understandable source of frustration should they be turned away from the cinema. This new partnership offers a straightforward and modern way to reduce the likelihood of that happening.”
This is the first Cineworld VIP to open in London, following the successful launches in Glasgow and Sheffield. (Cineworld)
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Kelly Drew, Operations Director at Cineworld also said: “With an increase in recent years in the number of films classified at ‘15’ but with a broader youth appeal, the issue of proving age is becoming increasingly challenging. The introduction of the Yoti app as a trusted and robust way of checking ID will support our staff, who are often on the receiving end of any resulting customer frustration.”
To use the Yoti app, customers need to download it on their phone then scan their face onto the app using their camera. The user also needs to add their government approved ID document such as a passport, driving license or national ID card.
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