Digital Cinema Media (DCM) has partnered with Yummi to develop cinime - a mobile application that enables cinemagoers to use their little screen to get more from the big screen. Developed by the cinema industry for the cinema industry, cinime aims to create a dynamic new media experience that enables brands to entertain and engage people before and after the movies.
In the UK, 46% of people (15+) own a smartphone (TGI, 2013), while smartphone penetration amongst the 3.3m (Rentrak, EDI) average weekly cinemagoers is 60% (FAME 2013). Research has also revealed that the average dwell time in the cinema foyer of smartphone users is 15 minutes before the movie, while 50% of respondents are interested in doing some form of integrated activity with their phone in the movie theatre (FAME 2013).
Drawing on DCM’s brand and content expertise and representation of nearly 3,000 screens on behalf of Odeon, Cineworld, Vue and more than 150 independent cinema owners, cinime is designed to enable cinemagoers to opt-in to receive bonus content when they are in the right mindset and the right environment.
The cinime app harnesses image recognition and bespoke audio watermarking technologies to deliver and unlock brand and film-related content on smartphones. It has been developed using Yummi’s technology platform phonixTM, the only system of its kind that combines a series of background detection technologies to sync and trigger content without the need for a 3G or internet connection. The platform also includes a full campaign management system, making it easy for advertisers and agencies to use.
The first cinime trial globally is now underway in selected DCM represented cinemas in the UK, with further rollout planned throughout 2013.
According to Joe Evea, Commercial Director, DCM: “Cinemagoers are a highly valuable, mobile-literate audience with common passions – film and the unique cinema experience. At DCM, our aim is to make cinema as essential for brands as it is for filmmakers, and we believe the cinime app will forge greater opportunities for brands to entertain and engage cinemagoers through the big screen and beyond.”
AJ Simpson, Chief Commercial Officer, Yummi, says: “As well as the opportunity to work with the UK’s leading cinema advertising company, Yummi is proud to bring a new piece of technology to the partnership that will revolutionise the way consumers engage with brands in the cinema. This is an exciting product and an exciting partnership.”