CinemaCon: Carmike Bringing Interactivity to Theaters Via TimePlay System

TimePlay will be available in roughly 100 Carmike theaters.

Carmike Cinemas is teaming with interactive technology developer TimePlay to bring interactivity to select cinemas, starting with roughly 100 Carmike screens in the U.S. The first sites will offer the system beginning next month.

By downloading the free TimePlay app, which the companies liken to a game controller, moviegoers will be able to interact, in real-time, with content on the screen while competing for prizes and receiving special offers from Carmike and advertisers.

Carmike CEO David Passman reported that the chain will use TimePlay during the preshow as “part of our company’s strategy to increase alternative content revenues.”

The deal marks TimePlay's first major foray into the U.S. The platform is currently used on 725 screens across Canada, and the company reported that it regularly achieves a 40 percent participation rate among frequent moviegoers and a 35 percent redemption rate for advertising offers. Pilot programs have also been run in Mexico and Europe.

The system will be demoed this week at CinemaCon.

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