Yummi Media's mobile app Cinime is to begin appearing on cinema screens in China following a partnership deal with China Times, the advertising partner of China's largest theatre chain Wanda Cinema Line.
The app, which has run several successful campaigns in UK cinemas in partnership with Digital Cinema Media, recently announced its intention to expand internationally. The deal with China Times introduces the app into the largest cinema market in the world, with a box office value of $3.6bn (£2.1bn) in 2013, representing a year-on-year growth of over 27 per cent.
In addition, 40 per cent of all smartphones shipped worldwide in Q1 of 2014 were delivered to Chinese consumers, making it the largest smartphone market in the world, and therefore an optimal target for Cinime's pre-show interactive advertising.
"China boasts one of the largest cinema industries in the world and our new partnership with China Times will enable us to bring Cinime to this huge audience and take advantage of a market that is becoming increasingly influential," said AJ Simpson, CEO of Yummi Media Group. "We feel that Cinime offers advertisers a real opportunity to capitalise on this growth and we're looking forward to working with China Times to introduce the mobile app to such a dynamic market."
"This interactive advertising is a revolutionary new experience in the Chinese theatre market," said Henry Zhu, general manager of China Times. "Not only will it enhance the audience's participation in what is an intimate space, but also enable advertisers to deliver enriched content to consumers."
"Cinime will enable China Times to emulate what the UK and US cinema industries have successfully done, which is to become the most influential screen advertising company in China."