Cineplex TimePlay to expand to 725 auditoriums


Toronto, ON—Canadians coast to coast will have more fun waiting for the movie to start with the expansion of Cineplex TimePlay to theatres nationwide. By downloading the free TimePlay app on their smartphones and tablets, moviegoers can interact in real-time with content on the big screen, competing for prizes and receiving special offers from Cineplex and advertisers like Pizza Pizza, Mazda, Koodo and many more.

“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, president and CEO, 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.”

Recent studies show Cineplex TimePlay scoring 93 percent for advertising awareness and 94 percent for correct brand association, significantly outperforming the same metrics for television advertising. TimePlay regularly logs user engagement rates of 30 to 50 percent of players opting-in to offers. In 2013, offers from Mazda and Pizza Pizza yielded close to 9,000 test drives and a nearly 50 percent redemption rate for free pizzas.

TimePlay and Cineplex began testing interactive games at theatres in Toronto in 2011. The positive reception led to an expansion of the program to 231 auditoriums in both Toronto and Vancouver in late 2012. This spring, Cineplex will bring the TimePlay experience to 725 auditoriums in all 10 provinces, comprising markets including Calgary, Edmonton, Saskatoon, Regina, Winnipeg, London, Waterloo, Oakville, Mississauga, Ottawa, Montreal, Halifax, Moncton, Saint John, St. John’s and Charlottetown.
The TimePlay app has been downloaded more than 1.5 million times, and achieved more than four million plays on 231 screens in Toronto and Vancouver, since January 2012. The app is available for iOS, Android and Blackberry devices. Prizes have included popcorn and drinks, SCENE points and advertiser discounts delivered directly to users’ devices.

“Our proprietary technology transforms a smartphone into a game controller which moviegoers can use to test their cinema knowledge,” said Jon Hussman, president and CEO of TimePlay, Inc., “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.”

For more information, visit