Just when you thought your local cinema was one of the last remaining safe havens, free from the blips and beeps of smartphones, a new mobile app is being rolled out to movie theaters across the UK, designed to encourage patrons to tippy-tap on their pocket rockets before and after the film.
A product of Digital Cinema Media (DCM) and Yummi, Cinime was quietly introduced earlier this year in a handful of cinemas around the UK, but now the app and underlying service is being rolled out nationwide in more than 180 venues.
To coincide with the launch, Sony’s PlayStation division has created an on-screen interactive quiz to test cinemagoers’ film knowledge at the start of the pre-show.
Available for iOS and Android, Cinime uses audio watermarking and image recognition technology to enable users to unlock brand and film-related content on their phones. During the interactive quiz, cinemagoers are invited to answer a series of questions displayed on the silver screen, questions that are tailored to different audiences and movies. If they get two or more questions correct, they can redeem a PlayStation-sponsored prize after the movie or during their next visit.
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Image Credit: ABDULLAH DOMA/AFP/Getty Images