Digital Cinema Media (DCM) has partnered with Yummi to develop cinime – a mobile application that enables cinemagoers to use their little screen to get more from the big screen. Developed by the cinema industry for the cinema industry, cinime aims to create a dynamic new media experience that enables brands to entertain and engage people before and after the movies.
In the UK, 46% of people (15+) own a smartphone (TGI, 2013), while smartphone penetration amongst the 3.3m (Rentrak, EDI) average weekly cinemagoers is 60% (FAME 2013). Research has also revealed that the average dwell time in the cinema foyer of smartphone users is 15 minutes before the movie, while 50% of respondents are interested in doing some form of integrated activity with their phone in the movie theatre (FAME 2013).
Drawing 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, cinime is designed to enable cinemagoers to opt-in to receive bonus content when they are in the right mindset and the right environment.