DCM and Yummi app for cinemagoers begins national rollout

The ‘cinime’ app developed by Digital Cinema Media (DCM) and Yummi has begun a nationwide rollout.

The app has been designed to “entertain and engage” cinemagoers and launches with an on-screen interactive quiz created by PlayStation to test users’ film knowledge ahead of the main show. The quiz was planned by Manning Gottlieb OMD.

Trials in selected DCM-represented outlets began in January and the app will now rollout across the country.

Joe Evea, commercial director at DCM, said: “The rollout of our new cinime app will help brands connect, interact and engage with cinemagoers at scale through the big screen and beyond, and we are delighted that PlayStation has signed up as our first national headline partner.”

The app was developed using Yummi’s technology platform phonix and uses “background detection technologies” to trigger content without the need for a 3G or WiFi connection.

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