Chris Pratt is apologizing — again. And, he insists, not just because his publicist demanded it.
The “Guardians of the Galaxy” star took to Instagram Thursday morning to extend an earnest, long-winded “I’m sorry” to his 11-million-plus followers, particularly those who are hard of hearing. After posting a promotional video for the second installment of Marvel’s superhero franchise, which hits theaters on Friday, Pratt fielded public backlash for his quip about closed captioning.
While the video featured frame-by-frame captions, Pratt urged his viewers to “turn up the volume and not just ‘read the subtitles'” — which many in the hearing-impaired community saw as dismissive, given that some don’t have that option.
In his apology post, Pratt explained that, unthinkingly, he’d only phrased the request in that way “so people wouldn’t scroll past the video on mute, thus watching and digesting the information in the video.”
He quickly transitioned into a seemingly much more genuine series of rollbacks.
Popular on Variety
“HOWEVER, I realize now doing so was incredibly insensitive to the many folks out there who depend on subtitles,” Pratt’s post continued. “More than 38 million Americans live with some sort of hearing disability. So I want to apologize.”
The actor went on to stress that the apology was not a publicist-prompted Band-aid, emphasizing that “As always, I control my social media. Nobody else. And I am doing this because I’m actually really sorry. Apologies are powerful. I don’t dole them out Willy-Nilly. This is one of those moments where I screwed up and here’s me begging your pardon.”
It’s the second apology Pratt has granted in the last few weeks — last month, he offered a mea culpa for suggesting that Hollywood doesn’t tell stories about “blue-collar” Americans.
In the post’s accompanying video, Pratt used American Sign Language to articulate the apology onscreen — no volume necessary. He closed the multi-paragraph reparation with a call to action for Instagram: “GET ON IT INSTAGRAM!!!” He wrote. “Put closed captioning on your app.”
Pratt also suggested that Instagram implement technology that automatically adds subtitles to its videos.
View this post on Instagram
Instagram does this thing where it mutes all the videos it shows and forces you to turn on the volume in order to hear them. (maybe because most people are watching those videos at work when they should be working and don't want to get caught. I know that's when I do it. 😬) So when I made a video recently with subtitles, and requested that people turn up the volume and not just "read the subtitles" it was so people wouldn't scroll past the video on mute, thus watching and digesting the information in the video. HOWEVER, I realize now doing so was incredibly insensitive to the many folks out there who depend on subtitles. More than 38 million Americans live with some sort of hearing disability. So I want to apologize. I have people in my life who are hearing-impaired, and the last thing in the world I would want to do is offend them or anybody who suffers from hearing loss or any other disability. So truly from the bottom of my heart I apologize. Thanks for pointing this out to me. In the future I'll try to be a little less ignorant about it. Now… I know some of you are going to say, "Hey! Chris only apologized because his publicist made him!" Well. That is not the case. As always I control my social media. Nobody else. And I am doing this because I'm actually really sorry. Apologies are powerful. I don't dole them out Willy-Nilly. This is one of those moments where I screwed up and here's me begging your pardon. I hope you accept my apology. And on that note. Why doesn't Instagram have some kind of technology to automatically add subtitles to its videos? Or at least the option. I did a little exploring and it seems lacking in that area. Shouldn't there be an option for closed captioning or something? I've made them lord knows how much money with my videos and pictures. Essentially sharing myself for free. I know they profit. So… GET ON IT INSTAGRAM!!! Put closed captioning on your app. #CCinstaNow