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Cinema City Norwich

A Picturehouse cinema in the heart of Norwich delivering Independent, Foreign Language, Classic and Quality Mainstream film. We are now also holding monthly Dementia-Friendly screenings to create an event for people with dementia and the family/carers to come and enjoy classic films in a friendly environment. Tickets are £4 and free for carers.

2 April 2017
East of England
Local Alliances:
Norwich City Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

Through our monthly screenings, we aim to create a relaxed and friendly environment for people with dementia and their family members/carers to come to the cinema and enjoy a film. An activity that many associate fond memories with and rarely get the opportunity to do when affected by dementia. 

In order to make the events as comfortable as possible we will do what is in our power to adapt how these screenings run to the needs of the attendees. I.e. Not having the screens in total darkness, adjusting the volume to a suitable level, offering free tea and coffee to attendees and having a member of staff present throughout the film. 

2. What are the challenges to delivering these outcomes from the perspective of your organisation?


2. Actions

  • Hosting Dementia-Friendly Screenings

    To host monthly cinema events designed especially for people with dementia and their carers/family. The aim of these events is to create a calm and enjoyable environment where audience-members that will have fond memories of cinema trips can have a leisurely time and reminisce with each other whilst watching films that they will likely remember having seen many years before.

    Being implemented
  • Providing Dementia Awareness training to our front line staff

    Having all of our front line staff become Dementia Friends and take initial Dementia-Awareness training.

    Being implemented
  • Creating Alternative Dementia-Friendly spaces whilst Dementia Friendly Screenings are happening

    To have alternative activities and friendly spaces for audience members that may start to feel confined or uncomfortable being in a cinema screen.This would be a separate and quieter area with tea and coffee provided. Our education team is working on Dementia-Friendly activity packs centred around film history that could be made available in this space.