| Date | |
|---|---|
| Author | DCM |
| Categories | cinema |
Thanks to a partnership between Digital Cinema Media (DCM) and MyMovies, users of the cinime app will now be able to access all the latest film content, wherever they are. The enhanced functionality is being launched as the app reaches the milestone of 500,000 downloads in the UK.
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 – 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).
Developed by the cinema industry for the cinema industry, the cinime app, created by DCM and Yummi, 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.
Phase one will see the latest official trailers for all UK cinema releases delivered straight to the end user's handset using MyMovies' high quality streaming services, with exclusive red carpet and junket interview content to be rolled out later in the year.
Simon Rees, CEO, Digital Cinema Media: “We’re delighted to work with MyMovies on adding further depth to the cinime experience. With the download mark hitting 500,000, we can already see that the app has real traction with audiences and the fantastic MyMovies content will only add to the user experience. This builds on our ambition to connect with the audience both before and after the film experience.”
Nick Austin, Digital Director at MyMovies: “"We're excited to be involved in taking the cinime app to the next level and connecting content owners with consumers on a brand new platform, as well as striking up a long-term partnership with DCM. The continued evolution and growth of cinime underlines DCM's place at the forefront of reinventing the cinema experience for advertisers and audiences alike, so it will be great to watch how enhancing the app with our trailer and content services helps drive towards the next download milestone".