Popcorn, ice cream... and earplugs

As hordes of screaming ‘Directioners’ prepare for the UK release of One Direction: This Is Us 3D, Vue Entertainment has ordered 20,000 pairs of earplugs for the army of parents and chaperones caught up in the midst of this modern day Beatle-mania.

Available across all 82 Vue cinemas nationwide, the complimentary earplugs will ensure that accompanying chaperones can enjoy the film without being worried by the high-levels of expected screaming and shouting in the auditoriums during the screenings.

Humans are capable of screaming as loud as 120 decibels, which is the same as standing next to a running chainsaw or a big thunder clap – whereas a car alarm is around 75 decibels and a typical conversation around 45 decibels.

With bumper crowds expected during the opening day and first weekend, Vue cinemas across the country are braced for a flurry of ‘Directioners’ and their guardians as they flock to see Harry Styles and co in this much anticipated fly-on-the-wall documentary which follows the boys up close and personal on their recent ‘Take Me Home’ Tour.

Charlie Clarey, Partnerships and Promotions Manager at Vue Entertainment, said: “The anticipation for this film has been phenomenal, however with lots of parents and chaperones also attending the screenings and in keeping with our commitment to providing the best possible experience to all our customers, we are providing free earplugs on a first come, first served basis.

“This will ensure anyone worried about potentially high-decibel screaming around them can enjoy the gig-like atmosphere and live concert footage at ease - and in a way they simply can't get at home.”

Louise Knowlson from Grays in Essex is taking her daughters and One Direction fans Emily, 12 and Hayley, 9, to see the film at Vue Westfield in West London and tried out the free earplugs for herself.

Louise said: “I think it’s a great idea and I’m sure other parents taking groups of kids to see the film will think the same. While I’m a fan of the boys and their music, I know first-hand just how loud screaming groups of girls can be – especially when they are all very excited and packed inside an auditorium! I’ll be able to enjoy the film and not have to worry about getting ringing in my ear caused by the piercing shrills of my daughters and other Directioners.”

One Direction: This Is Us 3D is now showing at Vue in Exeter. Click here for the film times and to book tickets.