Digital Cinema Media is to roll out its cinime app, developed with technology partner Yummi, across more than 180 selected cinemas nationwide this month. As part of the cinime experience, DCM has created an on-screen interactive quiz for PlayStation®, planned by Manning Gottlieb OMD, to test cinemagoers’ film knowledge at the start of the pre-show.
Developed by the cinema industry for the cinema industry, the cinime app aims to entertain and engage people before and after the movies. The app harnesses bespoke audio watermarking and image recognition technology to deliver and unlock brand and film-related content on smartphones. It has been developed using Yummi’s technology platform phonix (with audio watermarking from Intrasonics), the only system of its kind in the marketplace to provide a full campaign management system with a combined series of background detection technologies that syncs and triggers content without the need for a 3G or Wi-Fi connection.
During the interactive quiz, cinemagoers will be able to answer a series of questions displayed on the big screen, via the cinime app on their smartphone, that are tailored to different audiences and films, as selected by PlayStation. If they get two or more questions correct, they can redeem a PlayStation-sponsored prize after the movie or during their next cinema visit.
According to Lauren Bradley, Senior Product Manager at PlayStation: “PlayStation is about so much more than just great games, you can also access films through Lovefilm, Netflix, NowTV, MUBI and Sony’s own Video Store on PlayStation for example. The cinime app gives us a terrific opportunity to get in front of a very diverse audience and remind them of our credentials in this area bringing them all kinds of content including trailers and free downloads.”
Going to the cinema to experience movies at their peak intensity, offers a genuine passion point for film fans and smartphones now allow people to plug into the experience at every step from preview to review – watching trailers, getting show-times, booking tickets – not just when they’re in the foyer or sitting in front of the big screen. 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).
As well as the quiz, the cinime app taps into these audience insights by incorporating image recognition technology, which unlocks film content by scanning movie posters, and social media integration with Facebook and Twitter.
According to Joe Evea, Commercial Director, DCM: “The roll out of our new cinime app will help brands connect, interact and engage with cinemagoers at scale through the big screen and beyond, and we are delighted that PlayStation has signed up as our first national headline partner.”
AJ Simpson, Chief Commercial Officer, Yummi, adds: “We are passionate about extending the movie experience in cinemas and it is incredibly exciting and rewarding for us to see cinime rolling out nationwide in the UK. We have developed the interactive quiz element of cinime in close association with DCM and PlayStation and we look forward to bringing this compelling interactive experience to cinemagoers."