DCM and Yummi unveil cinime app connecting the big screen with the little screen

Digital Cinema Media (DCM) has joined forces with Yummi to create a mobile application that will allow cinemagoers to use their little screens to get more from the big screen.

Research has revealed that the average dwell time in the cinema foyer of smartphone users is 15 minutes before the movie

Entitled cinime, the app aims to create a new media experience that will enable brands to entertain and engage with people before and after films and will draw on DCM’s brand and content expertise and representation of nearly 3,000 screens on behalf of Odeon, Cineworld, Vue and more than 150 independent cinema owners.

The cinime app is designed to enable users to opt-in for bonus content and harnesses image recognition and bespoke audio watermarking technologies to deliver and unlock brand and film-related content.

Global trials of cinime are now underway in selected DCM represented cinemas across the UK, with further rollout plans for 2013.

"Cinemagoers are a highly valuable, mobile-literate audience with common passions – film and the unique cinema experience. At DCM, our aim is to make cinema as essential for brands as it is for filmmakers, and we believe the cinime app will forge greater opportunities for brands to entertain and engage cinemagoers through the big screen and beyond,” commented commercial director of DCM, Joe Evea.

As cinime was developed using Yummi’s technology platform phonix the app is able to combine a series of background detection technologies to sync and trigger content without the need for a 3G or internet connection. The platform also includes a full campaign management system to make it easier for advertisers and agencies to use.

AJ Simpson, Yummi CCO, added: “Yummi is proud to bring a new piece of technology to the partnership that will revolutionise the way consumers engage with brands in the cinema. This is an exciting product and an exciting partnership.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.