The heart of tech

This article was published on November 6, 2013


    Cinime: This app wants you to use your smartphone in UK cinemas in exchange for prizes

    Cinime: This app wants you to use your smartphone in UK cinemas in exchange for prizes Image by: ABDULLAH DOMA
    Paul Sawers
    Story by

    Paul Sawers

    Paul Sawers was a reporter with The Next Web in various roles from May 2011 to November 2014. Follow Paul on Twitter: @psawers or check h Paul Sawers was a reporter with The Next Web in various roles from May 2011 to November 2014. Follow Paul on Twitter: @psawers or check him out on Google+.

    CinimeJust 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.

    Cinime | iOS | Android

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    Image Credit: ABDULLAH DOMA/AFP/Getty Images