Moviegoers will be enjoying a more interactive advertising experience soon via a free smartphone/tablet app from TimePlay, Inc.
TimePlay, a world leader in the multi-player interactive industry, just inked a deal with New-York based Screenvision Media. This allows the company to begin selling interactive media in the U.S. for the first time.
For starters, TimePlay’s social mobile technology — already popular with Canadian audiences and effective for brands — will launch on 1,000 cinema screens throughout the U.S. by the end of Q1 2018.
The app transforms consumer smartphones into a game controller, allowing them to engage with interactive and advertiser-based content on the big screen before the movie starts. One reason it’s popular: players can compete for prizes or special offers, as well as earn recognition when their name appears onscreen.
“TimePlay has developed an almost cult-like following with moviegoers, making it an ideal method for theatre owners, movie studios, and advertisers to capture audience attention during the pre-show,” according to the official word provided to MAW. “Research shows that 93 percent of those who engage with TimePlay content would do so again, 86 percent would come early to a theatre with TimePlay, and 74 percent would recommend the TimePlay app to others.”
TimePlay has some big players — global brands like McDonald’s and Chevrolet — involved in this interactive advertising. More memorable than regular “linear” advertising, it allows brands to collect valuable consumer data and insights. It also lets them send a call to action directly to a consumer’s mobile device (a powerful way to drive sales and return on investment).
“Audiences love TimePlay’s interactive content because it’s fun and they view it as entertainment rather than advertising,” said TimePlay President and CEO Jon Hussman. “We’re excited to join forces with Screenvision as they have a vast distribution network which will allow us to significantly scale up our interactive media sales to brands, theatre owners, and movie studios.”