Whether you are running a specific programme to engage with LGBTQ+ audiences or simply hoping to grow LGBTQ+ representation in your existing screenings, it’s really important to remember some key things to make sure you are sensitively and appropriately programming, promoting, and welcoming audiences in your cinema.

1. Work with LGBTQ+ people themselves, whether it’s working with community or national organisations or with people within your own organisation.
2. Employ a more diverse workforce at all levels. Welcome diverse groups in your job applications and your mission statements.
3. If you can, get training delivered to staff about how to engage sensitively with audiences, and for a better understanding of the experience of LGBTQ+ people.
4. Consider that people have multiple identities so communication needs to work for LGBTQ+ people across your whole programme, and don’t presume that you will only have an LGBTQ+ turnout for your targeted programming.
5. Get LGBTQ+ people to audit your venue to give feedback about how the space feels, about signage, and about the customer service experience.
6. Make sure you take feedback on board and actually use it, and share your reasoning across the organisation.
7. Consider the tone of your signage – can you be gender neutral?
8. Think about lesser told stories – not just the obvious films… Are you including lesbian and trans stories? Think about the filmmakers and if they have credibility.
9. Get LGBTQ+ people to programme and give insights into marketing and audience development. (Best practice with any consultancy is to pay people!)
10. Revise your communications with LGBTQ+ insights – what kind of language do you use? Are you welcoming? Is there subtle prejudice in the way you communicate that needs to be considered?
11. You’ll need to do more community and social marketing. Engage with charities and relevant LGBTQ+ organisations.
12. Use gay bars and clubs/venues and LGBTQ+ centres for your print advertising. If there are Pride events in your calendar, go along…
13. Consider your survey. Do you have all the necessary fields for gender and sexuality? It’s a lot better to ask people to self-identify rather than to designate fields around gender.
14. Could you be gathering deeper, qualitative, useful feedback – can you make yourself available to audiences for interviews/conversations afterwards?
15. Think about opening up a dialogue and your audience will recognise the efforts you are making, and champion you to their networks. Even social media polls can be useful.
16. Make it known that you’re trying to improve and willing to listen and learn.

Stats

Stonewall, as the leading organisation advocating for LGBT+ rights in the UK, says it is a reasonable estimate that there are between 5-7% people in the UK who are LGBT+.

Some further interesting statistics:

• One in five LGBT people have experienced a hate crime or incident because of their sexual orientation and/or gender identity in the last 12 months
• Two in five trans people have experienced a hate crime or incident because of their gender identity in the last 12 months^[1]
• Nearly half (42 per cent) of trans people are not living permanently in their preferred gender role stated they are prevented from doing so because they fear it might threaten their employment status^[2]
• Nearly half (45 per cent) of LGBT pupils – including 64 per cent of trans pupils – are bullied for being LGBT in Britain’s schools. This is down from 55 per cent of lesbian, gay and bi pupils who experienced bullying because of their sexual orientation in 2012 and 65 per cent in 2007^[3]
• A quarter of the world’s population believes that being LGBT should be a crime^[4]
• 1 in 3 homeless youth are LGBT^[5]
• LGBT people are more likely to be substance dependent^[6]
• LGBT people are more likely to face mental health challenges such as depression and anxiety^[7]

^[1]Stonewall: The Gay British Crime Survey (2013) and LGBT in Britain – Hate Crime (2017)
^[2]Stonewall: Gay in Britain (2013) and Engendered Penalities (2007)
^[3]Stonewall: The School Report (2017) and The RaRE Research Report (2015)
^[4]Stonewall: Stonewall’s International Work and ILGA World (2016).
^[5]Crisis, 2005
^[6]University of Central Lancashire, 2014
^[7]King et al 2008

Organisations

Stonewall works for acceptance without exception for lesbian, gay, bisexual and transgender people.

LGBT Foundation is a national charity delivering advice, support and information services to lesbian, gay, bisexual and trans (LGBT) communities.

See the downloads for a detailed list of organisations.

Access the guide, along with further resources in the downloads section.