Nearly 200 cinemas across Britain are currently experimenting with an initiative that encourages them to download an app to their mobile phones in the foyer and then play an interactive quiz when they get inside the cinema.
The "cinime" app has been developed by the Digital Cinema Media group in conjunction with PlayStation and allows for advertisers to send offers to filmgoers as their phones pick up sonic messages from the big screen.
A prototype "cinime" experiment using Ben and Jerry's ice cream as a sponsor, enabled audience members to win free tubs of ice cream. In the current promotion, film-goers who correctly answer film-related questions on the "cinime" app are able to win buckets of popcorn.
