cineme Brings Sunshine to the UK

Movie fans in the UK have the chance to win a holiday to Texas thanks to a campaign from Digital Cinema Media (DCM), Texas Tourism and Paramount Pictures promoting Transformers: The Age of Extinction.

A 60 second piece of content which includes footage from the film and a performance from actor Mark Wahlberg, is currently being screened before showings of the new film as well as The Dawn of the Planet of the Apes at all UK Odeon, Cineworld and VUE cinema sites. Cinime users who use the cineme app on their phones to connect to the big screen can enter a competition from Texas Tourism in partnership with Opodo, to win a holiday for two in Texas where the movie is set.

The app was developed by DCM and Yummi Media Group to increase engagement with cinemagoers. It launched in 2013 to deliver a dynamic new interactive media experience that enables brands to reach consumers before and after the movies.

Joe Evea, commercial director of DCM, says: “Transformers: Age of Extinction is set to be one the biggest blockbusters of the summer and we are delighted that Paramount Pictures and Texas Tourism are using cinime to help bring their promotion to life. DCM continually strives to create new ways for brands to reach their customers and the cinime app allows direct interaction between advertisers and audiences. This is a fantastic example of the second screen being used to enhance the cinema experience and more is yet to come.”

The fourth instalment of the live-action Transformers film series stars Wahlberg alongside an entirely new cast of human characters. It is the first in the series to feature the Dinobots. Returning Transformers include Optimus Prime, Bumblebee, Ratchet, Leadfoot and Brains.