PlayStation plans cinema promotion using new tech

PlayStation will be the first brand to use the ‘cinime’ app, developed to engage cinema audiences with brands via “second screen” interaction, for a national campaign.

The cinime app is being rolled out nationally with PlayStation as its first client.

The app is to roll out to more than 180-plus select cinemas nationwide later this month and as part of the cinime experience PlayStation has created an on-screen interactive quiz to test audience’s film knowledge.

The app is designed to keep cinema-goers engaged before and after the film is screened with brand and film-related content on smartphones.

The initiative allows the audience to answer a series of questions displayed on the cinema screen via the app. The questions can be tailored to different audiences and films and PlayStation’s campaign will be offering prizes to be redeemed after the movie or on the winner’s next cinema visit.

The app was developed by cinema sales house DCM and Yummi and went on trial between January and June in a handful of cinemas. It does not need 3G or a Wi-Fi connection to work as it uses Yummi’s bespoke technology platform Phonix.

Sony’s new PlayStation 4 console is scheduled to launch on 14 November in the US and 29 November in other territories.

UK senior product manager for PlayStation Lauren Bradley said: ”The cinime app gives us a terrific opportunity to get in front of a very diverse audience and remind them of our credentials in this area bringing them all kinds of content, including trailers and free downloads.”

DCM commercial director Joe Evea says: “The roll out of the new cinime app will help brands connect, interact and engage with cinemagoers at scale through the big screen and beyond and we are delighted that PlayStation has signed up as our first national partner”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here