Cineplex Expanding TimePlay to More Than 700 Auditoriums Across Canada

Currently, most Canadians haven’t heard of TimePlay. That may soon change.

TimePlay, an interactive pre-movie game that plays on theatre screens during Cineplex preshows, only plays at a select few venues in major cities. But Cineplex revealed this week plans to expand TimePlay’s reach to 725 auditoriums across the country.

Players download the TimePlay app on their smartphones then compete with other people in the theatre for prizes and special offers. It’s also an effective advertising platform: recent studies show TimePlay scores 93% for advertising awareness and 94% for correct brand association, significantly outperforming the same metrics for television advertising. The app has been downloaded 1.5 million times.

“At Cineplex, TimePlay is one of the most innovative and exciting ways we engage our guests and provide an exceptional entertainment experience,” said Ellis Jacob, CEO of Cineplex Entertainment. “Our guests have told us how much they love TimePlay, and we look forward to making this cutting-edge experience available in more theatres across Canada.”

TimePlay regularly sees user engagement rates of 30% to 50% of players opting-in to offers. The game started in Toronto in 2011 then expanded to Vancouver in 2012. This year it will reach all 10 provinces, tapping markets such as Calgary, Saskatoon, Waterloo, Mississauga, Ottawa, Montreal, Halifax, and Moncton.

“Our proprietary technology transforms a smartphone into a game controller which movie goers can use to test their cinema knowledge, driving skills and even their ability to score a goal in hockey, while also sparking live, friendly competition between family, friends and complete strangers in the theatre,” said Jon Hussman, CEO of TimePlay.