Paramount Pictures and Texas Tourism partner in Transformers cinime promotion

Digital Cinema Media (DCM), Texas Tourism and Paramount Pictures have partnered to promote Transformers: The Age of Extinction in cinemas using the cinime app to offer cinemagoers an exclusive chance to win a holiday of a life-time to Texas.

A 60” piece of content, that includes footage from the film and a piece to camera from its star Mark Wahlberg was screened before showings of Transformers: The Age of Extinction and The Dawn of the Planet of the Apes at all ODEON, Cineworld and VUE cinema sites. Cinime users who use their little screen to connect to the big screen will have a chance to enter a competition from Texas Tourism in partnership with Opodo, to win a holiday for two in Texas where the movie is set.

The fourth instalment of the live-action Transformers film series stars Mark Wahlberg in the lead role. The film features an entirely new cast of human characters and is the first in the series to feature the Dinobots. Returning Transformers include Optimus Prime, Bumblebee, Ratchet, Leadfoot and Brains.

In the UK, Digital Cinema Media and Yummi Media Group partnered to develop cinime - a mobile application that enables cinemagoers to use their little screen to get more from the big screen. Conceived and created by the cinema industry to increase engagement with cinemagoers for the cinema industry, cinime launched in 2013 to deliver a dynamic new interactive media experience that enables brands to reach consumers before and after the movies.

Joe Evea, Commercial Director, Digital Cinema Media: “Transformers: Age of Extinction is set to be one the biggest blockbusters of the summer and we are delighted that Paramount Pictures and Texas Tourism are using cinime to help bring their promotion to life. DCM continually strives to create new ways for brands to reach their customers and the cinime app allows direct interaction between advertisers and audiences. This is a fantastic example of the second screen being used to enhance the cinema experience and more is yet to come.”