There are few places where consumer can get away in order to be totally immersed in something; one is the movie theater. Yes, at the movies, consumers are ordered to keep their cell phones out of sight in order to enjoy the show and to respect the viewing rights of others.
Well, if certain mobile apps and advertisers have their way, that's about to change.
Advertisers and mobile application developers have been working for years to figure out a seamless way advertisers can partner with movie theaters while consumers watch their favorite movies. It is no wonder businesses are shifting their attention to the medium; many consumers still enjoy going to a movie, and there you can potentially engage with the consumer for at least two hours without an interruption.
Besides the actual film, of course.
The article at The Independent tells of an app that has partnered up with films, advertisers, and movie theaters to provide such an experience. The app, called cinime, provides film-related challenges and trivia for the moviegoers. If the moviegoers win the challenges or trivia, the advertisers the film has partnered with will provide prizes. The example in the article is Ben & Jerry's ice cream. For a certain film, Ben & Jerry's is giving away free ice cream to the winners.
Like we alluded to in the beginning, this kind of engagement is not new. For specific film releases or private showings, films have allowed bloggers and film critics to live-tweet or engage with different platforms during the film. However, this is one of the first attempts we can think of that is trying to take it mainstream.
Will it work? Who knows?
Dearest readers, if you have experienced a film where engaging in the "second screen" was encouraged, we encourage you to leave your thoughts and comments.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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