Cimarron Heads for Theaters With TimePlay

LOS ANGELES The independent Cimarron Group has won TimePlay Entertainment’s multi-tiered creative account, the agency said today.

The Hollywood, Calif., shop was tapped to craft both marketing materials and in-theater, branded content on behalf of the interactive entertainment company, according to a representative from the Hollywood agency. Cimarron was selected following a review that included “at least three” other agencies, he said.

According to its Web site, Universal City, Calif.-based TimePlay has developed a platform designed to outfit movie theaters with interactive, multi-player entertainment and advertainment capabilities. In TimePlay technology-equipped theaters, audience members can choose to participate in free, on-screen games via handheld controllers. Patrons can also use the handsets to order concessions and respond to on-screen offers from their seats.

The TimePlay concept is an “addictive” way to encourage audience involvement, said Cimarron executive vice president, executive creative director Nigel Williams. “Rather than just passively eating popcorn before the movie,” he explained, patrons can play video game-style auto races, puzzles and trivia challenges—each of which is an integrated-marketing opportunity.

As part of its TimePlay duties, Cimarron will create short-form, pre-movie programming, as well as longer branded content, Williams said. The latter could range from bingo variations to pirate battles, all to be played on “a 70-foot screen, all in surround sound.”

Representatives from TimePlay could not immediately be reached, and neither budgets nor a platform launch date were available.