Emirates has added audio description soundtracks to many of the movies it shows on its inflight entertainment system, ice Digital Widescreen. Emirates’ ice (information, communication and entertainment) now offers audio description soundtracks on 16 Walt Disney Studios Motion Pictures films including Frozen, Saving Mr. Banks, Cars 2, Monsters University, Marvel’s The Avengers, Toy Story 3 and all four Pirates of the Caribbean movies. Audio Description, increasingly common in cinemas and TV, is a recorded narration explaining the scene during the gaps in dialogue, while the film soundtrack continues at its normal pace.
Patrick Brannelly, vice president corporate communications product, publishing, digital and events. Emirates, said, “Our focus is not just the depth and diversity of our on-board entertainment, but also relevance. Making entertainment accessible to our diverse customers is very important to us. It was our motivation to introduce movies that can be enjoyed by customers with visual difficulties. Our greatest satisfaction comes from delivering an exceptional customer experience, which we hope our constant innovation fulfills. In future, we want to add more content with audio description, so visually impaired passengers can be entertained with an even wider choice of content when flying with us.”
In 2007, Emirates also worked with Walt Disney Studios Motion Pictures to introduce closed captions, the technology used by the hard of hearing, for the first time in inflight entertainment. As well as showing the actors' dialogues in subtitles, closed captions also include references to sound effects used in the movie. This August ice Digital Widescreen will offer over 50 movies with closed captions.