According to the National Deaf Center, 3.6% of the U.S. population, or 11 million people, are Deaf or have significant hearing difficulty. Worldwide, there are 466 million people with disabling hearing loss (World Health Organization), 70 million of whom use one or more of 200+ Sign Languages (World Federation of the Deaf).
A first-of-its-kind study released in 2022 looking at Deaf Representation in Hollywood found that 63% of Deaf consumers say Hollywood perpetuates negative stereotypes about the Deaf community, and 82% believe the entertainment industry needs to offer more career support for Deaf Professionals. The film industry clearly has a long way to go and it must do better to ensure these statistics change, in order to be more inclusive and accessible.
Systemic change often begins with an individual willing to forge a new path to create the kind of opportunities that need to be seen. One such individual is award-winning actor-director-producer and activist CJ Jones, whose work you may recognize in some of the biggest blockbuster movies and TV shows over the past few years. CJ is the founder of SignWorld Studios, whose mission it is to create innovative and entertaining Sign Language programming accessible to viewers across the demographic spectrum and around the world. CJ is one of seven children born to Deaf parents. He lost his hearing at the age of 7 due to spinal meningitis.
CJ launched Sign World Studios in 2020 after recognizing the need to reach an audience that was being largely ignored by mainstream media, knowing he occupied a unique space in entertainment where he could elevate the work of other deaf performers. CJ is best known for his work creating the Na’vi Sign Language (NSL) for James Cameron’s ‘Avatar: Way of the Water’, his role in the hit film ‘Baby Driver’, and as the ASL Director for HBO’s popular series ‘The Last of Us’, among other major productions.
His next big production will be the inaugural SignLight International Film Festival (SIFF), where, for the first time ever, seasoned Deaf filmmakers and up-and-coming Deaf creatives from around the world will showcase their work in the heart of the entertainment industry, at a time when studios are seeking more diverse talent and authentic storytelling. The festival will run from April 16-20 in Hollywood.
SIFF offers a panoply of best practices and models of success to the industry and Deaf community alike, easing the way for studios and filmmakers to fulfill their visions of inclusion and access, a business imperative in today’s industry. Aligning with Jones to galvanize Hollywood through the star-studded festival are such luminaries as Troy Kotsur, Deanne Bray, Marlee Matlin, Millicent Simmonds, Rosie O’Donnell, Andreas Deja, Shoshanna Stern, Nyle DiMarco, Shaylee Mansfield, Keivonn Woodard, Craig Mazin and more. The event will also feature a performance by American Sign Language (ASL) hip hop star Matt Maxey aka Deafinitely Dope.
“Too often, hearing people misappropriate the stories and roles of people who are Deaf, only to seek out their assistance to help them create a facsimile of their lives. Authentic representation requires authentic participation behind as well as in front of the camera. Our festival offers the industry a ‘how-to manual’ that illustrates models of successful Deaf/hearing creative collaborations, best practices, innovative Deaf/hearing communications solutions and a contact roster of the best Deaf talent in the world,” said CJ about the festival in a press release.
SIFF, which has drawn attendees from around the world and will be convened bi-annually, received 195 submissions from 43 countries from which 62 Deaf filmmaker/actor nominations and 32 films were selected in 13 competitive categories.
We had the chance to catch up with CJ as he prepared for the launch of SIFF, learning more about his work on some of the biggest movies and TV shows in the world, the importance of advocacy behind the scenes, and what decision-makers, leaders and executives can do better to ensure accessibility is a foundational value in the entertainment they create.
Congrats on the upcoming launch of the inaugural SignLight International Film Festival! Can you tell us about how the idea for the festival came about and what it took to get the idea off the ground?
There are a few Deaf film festivals around the country but not in Hollywood. I have decided to launch SIFF in Hollywood for the first time to make an impact where the film industry meets Deaf filmmakers to learn about their talent and how to work together on creative development. I want the film industry to know that we exist. I am proud that my vision come true because the industry—HBO, NBCUniversal, Sony Pictures Entertainment, Nickelodeon, The Jim Henson Company, The Writers Guild and more—have come together to create a bridge between the Hollywood film industry and Deaf filmmakers to manifest and create opportunities.
Why is it important to you to celebrate more Deaf actors and performers in Hollywood today?
I feel that it’s time to elevate, inspire and be counted as diversity, equality, inclusive and accessibility (DEIA) grows in Hollywood. The goal is to share our talent and how to bring both Deaf professionals and Hollywood industry to work together.
Although there is a much bigger focus on the need for greater representation, disabled actors are among the most underrepresented in the film industry. Why do you think the industry has been so slow to be inclusive?
That is a good question. Why? This is the reason it is time we all solve the issue of underrepresented talent in the film industry and find solutions to create possibilities and a breakthrough for the Deaf community to create and work within the industry without barriers. That is the goal! We applaud the Black, Asian and Hispanic communities for making breakthroughs. Now is our time!
What are some of the barriers you have had to personally navigate in your career so far?
The barriers faced for a long time are simple: Black and Deaf. But I never let that affect me. I believe in me and I am persistent in making a breakthrough. Why? Because I have been performing all over the world as a comedian to hearing and Deaf people. Hollywood didn’t see that. Now they do because of my appearances in Baby Driver, Avatar: The Way of Water and many recent TV shows. It was a long, hard road.
Did those barriers push you into becoming an advocate for more Deaf performers in film and TV?
Of course! I have been an advocate for Deaf performers in film and TV most of my life and I am still at it. It’s what drives me to make a breakthrough for all the wonderful and talented Deaf actors behind the camera as well. I hope one day I will not need to do that anymore. I look forward to working together to create stories and new ideas in making films together as one.
As a director and producer, how have you been able to create change behind the scenes on some of your own productions?
Simple answer: Start your own production company and showcase Deaf talent! I have produced and directed films in the past and I plan to produce more, including a short horror film this year. I have five scripts ready to pitch. Change happens slowly but we are making progress as evidenced by having received more than 195 films submitted to the SignLight Film Festival from 43 countries. This is what I want Hollywood to see!
What are some of the ways you hope SIFF will push industry decision-makers to be more inclusive and create authentic representations on screen and on set with Deaf actors?
What I hope to see is that the industry will become more open-minded, engaged and will help to build a bridge by working with us at SignLight and SignWorld Studios for production. We aim to create a strong, authentic representation on screen. They need to trust our abilities to tell stories. That is why I formed SIFF—To bring us together and grow!
You recently worked on Avatar: The Way of Water, creating the Na’vi sign language fans have become so familiar with! Can you tell us more about creating this with director James Cameron, and what it meant to you as a Deaf actor to be able to have such a big role in one of the world’s biggest film franchises?
My experience working with James Cameron has been my greatest honor. He trusted me to create the Na’vi sign language. I have developed more than 300 signs over two years and still counting. It is not about me being a Deaf actor to be able to have such a big role in one of the world’s biggest film franchises … It is about my talent as a creator of sign languages. James saw me as a creative/talented person not because of my deafness or my color. My name is CJ Jones and I happen to be Deaf and Black. Don’t look at my ears, look at my mind and skills.
For people who may not understand the importance of accessibility on screen or even accurate depictions and representations of Deaf people in storylines, can you tell us why it matters and the wider impact it can have in society?
It absolutely matters and does have a wider impact, helping to remove myths and misconceptions about Deaf culture. We have incredible stories to share with the world and there are many talented Deaf filmmakers around the world. It is time!
Who are some other Deaf actors, performers and creators we should be paying attention to and who are you excited about regarding the future of the entertainment industry?
Oh gosh, well, people like Troy Kotsur who won the Best Actor Oscar for CODA; Lauren Ridloff starring in Eternals; writers Shoshanna Stern, Josh Feldman and Natasha Ofil; Kevionn Woodward, the first Black, Deaf actor to win an Emmy at just 10-years-old; Shaylee Mansfield of Beat the Music; Alaqua Cox of Echo; and more who are paving the way. We have watched these people become rising stars over the past three years. I pray that there will be more work down the road for them and all of us. Not just a one- or two-time occurrence. That’s what excites me about the future of the entertainment industry—Seeing how much inclusion can make a difference for everyone.
After the inaugural SIFF event, what will you be working on next?
I will continue working in the film and television industry to create a mentor program, pitch new movie ideas and to make SignWorld Studios a bridge to working on film productions together. In June, I am planning to produce a short horror film called The Shut In.
You can see more of CJ’s work by heading to the Sign Light Film Festival website and follow the event on Instagram and Facebook. Visit the SignWorld Studios website, and follow CJ on Instagram to see all the films and TV shows he is working on.
