UK Cinema Association partners with digital identity provider Yoti to ease ‘proof of age’ challenges at cinemas
The UK Cinema Association, representing the interests of the vast majority of UK cinema operators, has announced a partnership with digital identity provider Yoti.
Participating cinemas will now accept Yoti and their partner’s Post Office EasyID apps as proof of age, offering a safer, more convenient way for young people to prove their age using their smartphone – meaning that important ID documents such as passports can now be left at home. The modern solution will also reduce the challenges many cinemas face in checking ages as required by the current film classification system.
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 reopened last May those proportions are likely to be even higher.
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 when they are turned away from the cinema. This new partnership offers a straightforward and modern way to alleviate many of those issues.”
Robin Tombs, CEO and Co-founder at Yoti said, “We’re thrilled to have many UK Cinema Association members join the 30,000 locations on the UK high street accepting our reusable digital ID apps. Young people expect to be able to do everything with their phone and using it to prove their age will come naturally to them. It’s a win-win for both cinemas and young cinema-goers.”
Author: Yoti
Iain McCallum
Iain is the Programme Manager for the Digital ID Programme at techUK.
