"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,"
"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."
DCM and Yummi launched cinime, a mobile app that lets cinemagoers opt in to receive bonus brand and film-related content before and after screenings. The app uses image recognition and bespoke audio watermarking to detect onscreen and audio cues and unlock content without needing a 3G or internet connection. Global trials are underway in selected DCM-represented UK cinemas with plans for wider rollout in 2013. The app is built on Yummi’s phonix platform, which combines background detection technologies and includes a campaign management system for advertisers and agencies. DCM represents nearly 3,000 screens including major chains and independents.
Read at The Drum
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