Cinime hits the big screen in China with China Times partnership

Cinime, mobile app for cinemagoers, has announced a partnership with China Times, exclusive advertising partner of Wanda Cinema Line, the largest theater chain in China.

The interactive mobile app allows advertisers to connect directly with cinema audiences by making their immersive big screen advertising interactive and engaging the consumer in pre-show during their cinema experience.

According to the MPAA, China is the largest cinema market in the world with a box office value of $3.6 billion in 2013, representing a year-on-year growth of over 27%. Additionally, according to IDC, a record 40% of all smartphones shipped worldwide in the first quarter of 2014 were delivered to Chinese consumers, making it the largest smartphone market globally.

The new partnership will see cinime enabling advertisers to maximise the value of this growing market by providing exclusive interactive advertising across the Wanda Cinema Line network and other screens within the China Times network.

The partnership is part of cinime’s global expansion following the successful development and subsequent national roll-out in partnership with Digital Cinema Media (DCM) in the UK.

Cinime has been developed by Yummi Media Group using the company’s Phonix technology with audio watermarking from Intrasonics, which connects mobile phones to the big screen without the need for a WiFi or internet connection. The app harnesses image recognition and bespoke audio watermarking technologies to deliver brand and film-related content on smartphones.

China boasts one of the largest cinema industries in the world and our new partnership with China Times will enable us to bring cinime to this huge audience and take advantage of a market that is becoming increasingly influential. We feel that cinime offers advertisers a real opportunity to capitalise on this growth and we’re looking forward to working with China Times to introduce the mobile app to such a dynamic market

AJ Simpson,

Chief Executive Officer Yummi Media Group

This interactive advertising is a revolutionary new experience in the Chinese theatre market. Not only will it enhance the audience’s participation in what is an intimate space, but also enable advertisers to deliver enriched content to consumers (…) cinime will enable China Times to emulate what the UK and US cinema industries have successfully done, which to become the most influential screen advertising company in China.

Henry Zhu,

General Manager China Times

Founded in July 2010, Yummi is a pioneering British company, specializing in the creation of super-interactive, second screen engagement. Based in central London, the Yummi team has recognized the power of mobile devices as a connector between brands, advertisers, content creators and their audiences.

At the heart of this is Yummi’s phoni technology, the Only system of its kind in the marketplace which combines a series of component background detection technologies (such as Intrasonics’ audio watermarking technology, watermarking).