TimePlay Entertainment, a US company that exclusively provides interactive content for cinemas, is planning to launch in the UK.
The concept means cinemas could allow audiences to use hand-held game controllers to interact with content, such as multi-player games or adverts, on the big screen. Multi-player games that use TimePlay’s product include game shows, variety shows and bingo.
The system can be used for pre-entertainment, as well as having the cinema used on an almost full-time basis for this type of digital entertainment, according to TimePlay.
TimePlay is understood to have an initial marketing budget of £250,000 to launch in the UK. A TimePlay spokesman says the company is “talking to agencies and partners”, but was unwilling to disclose any further information about its UK launch.
TimePlay is working with Hollywood studios and game publishers to re-engineer shows and games for the big screen and to develop new in-cinema interactions. It is working with Endemol to bring the game show Deal or No Deal to the cinema.
In the US, the company is also working on sponsored content.
TimePlay in the US is managed by a team led by TimePlay’s president and chief executive officer, Jon Hussman, the founder of TimePlay Entertainment.
The company has formed partnerships with Sega Japan, Viacom’s Famous Players cinemas, IMAX Corporation and several NBA and NHL teams, among others.