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.
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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