Paramount Pictures, Texas Tourism and Digital Cinema Media (DCM) have struck up a partnership to offer cinemagoers watching the new Transformers: The Age of Extinction film the chance to win a holiday via the cinime app.
A 60-second piece of content, that includes footage from the film and a piece to camera from star Mark Wahlberg, will be screened from this weekend (19 July) before showings of Transformers: The Age of Extinction and The Dawn of the Planet of the Apes at all Odeon, Cineworld and Vue cinema sites.
Those who download the cinime app, created by the cinema industry to increase engagement, will have the chance to enter a competition from Texas Tourism, in partnership with Opodo, to win a holiday for two in Texas where the movie is set.
Joe Evea, commercial director, Digital Cinema Media said: “DCM continually strives to create new ways for brands to reach their customers and the cinime app allows direct interaction between advertisers and audiences. This is a fantastic example of the second screen being used to enhance the cinema experience and more is yet to come.”
Cinime launched in 2013 to deliver a ‘dynamic new interactive media experience’ in a bid to enable brands to reach consumers before and after movies.
Earliler this month it agreed a partnership with China Times, advertising partner to Wanda Cinema Line, to expand its reach to the Chinese market.