Built For Good, creators of the WatchWord captioning system, today announces a new partnership with Universal Pictures and ODEON Cinemas Group that will bring a trial of innovative closed-captioning technology to audiences at 14 ODEON locations across the UK, with a wider rollout to follow across their UK estate.

Using smart glasses technology, WatchWord provides line-of-sight closed captions for people who need them. The service will be available free of charge starting with the 21 November release of Universal Pictures’ epic conclusion to its global cinematic “Wicked” phenomenon, “Wicked: For Good,” before expanding to all films and all showtimes from all distributors in participating cinemas from January 1st. This marks a major step in broadening the big screen experience for more than 12 million people in the UK who are d/Deaf, deafened, or hard of hearing.

The initiative represents an exciting pillar of ODEON’s wider accessibility strategy, to make the big screen more accessible. Launched during International Week of Deaf People, this first-phase deployment focuses on delivering a high-quality customer experience from day one. ODEON’s 14 locations provide strong geographic coverage across England, Scotland, and Wales while ensuring robust booking pathways and sufficient device availability as demand scales.

“Accessibility is central to our guest experience,” said Rebecca Parr-Phillips, Operations Director at ODEON. “Starting with a trial of 14 cinemas for “Wicked: For Good” allows us to get the booking journey and device availability right, learn quickly, and build from a strong foundation. We believe there’s no better way to watch films than on the big screen and are delighted to work with Built For Good and Universal Pictures to further remove barriers to this experience.”

“We’re excited to partner with Built For Good and ODEON on this important step towards widening access to cinema” said Kezia Williams, Managing Director UK & Eire at Universal Pictures. “”Wicked: For Good” is a story that celebrates belonging and breaking down barriers, so it feels like the perfect film to launch a partnership that will open the magic of the big screen to more people, for good.”

“The smart glasses closed caption system WatchWord has created is nothing short of a miracle, further opening the world of cinema to the d/Deaf, deafened and hard-of-hearing audience” said Demir Yavuz, VP International Film Operations at Universal Pictures. “And with ODEON supporting across their sites nationwide, this incredible partnership with “Wicked: For Good”, is making cinema in the UK more accessible than ever before. Long may it continue!”

“WatchWord is about giving people real choice at the movies,” said Jonathan Suffolk, co-founder of Built For Good. “We’ve heard from audiences who’ve told us: ‘I’ll finally be able to go to the cinema with friends at times that work for me.’ That’s the difference this partnership can make.”

Universal Pictures’ “Wicked: For Good” arrives in cinemas on November 21, 2025

About Built For Good
Built For Good Technology Ltd. is dedicated to creating innovative accessibility solutions that empower individuals and enhance their quality of life. With a focus on inclusivity and user-centred design, the company strives to apply technology solutions to break down barriers and make the world of entertainment more accessible.

About ODEON Cinemas Group
ODEON Cinemas Group is proud to be Europe’s largest cinema operator, with brands in the UK, Ireland, Sweden, Finland, Norway, Spain, Italy, Germany and Portugal. We welcome millions of guests each year to enjoy great hospitality while watching the latest films and entertainment in around 280 cinemas and 2,500 screens. We make movies better by developing world-class cinemas that deliver memorable entertainment experiences for our guests, while offering fantastic careers for our people. As an AMC company, ODEON Cinemas Group is part of the largest movie exhibitor in the world with around 900 theatres and 10,000 screens across the globe. Together, we make movies better.

About Universal Pictures’ “Wicked: For Good”
Last year’s global cinematic cultural sensation, which became the most successful Broadway film adaptation of all time, now reaches its epic, electrifying, emotional conclusion. The final chapter of the untold story of the witches of Oz begins with Elphaba (Oscar nominee Cynthia Erivo) and Glinda (Oscar nominee Ariana Grande) estranged and living with the consequences of their choices. When a girl from Kansas comes crashing into their lives, they will need to come together one final time, and truly see each other, if they are to change themselves, and all of Oz, for good.

About Universal Pictures
Universal Pictures is a division of Universal Studios (www.universalstudios.com). Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.