Cineplex, Canada’s largest theatre chain, has announced that it has parted ways with the technology company that operates the TimePlay movie trivia app, Orilliamatters reports. Cineplex had expanded TimePlay to 56 of its more than 160 theatres across Canada.
For nearly a decade, TimePlay gave Cineplex moviegoers an opportunity to test their cinematic knowledge while earning Scene points and interacting with advertisements on the big screen.
Since the start of the pandemic, however, Cineplex’s financial model has been pummelled as provincial leaders closed movie theatres. Owners of TimePlay began looking for alternate routes to users during the shutdown, launching an at-home trivia night through the phone app on Thursdays.
When it launched, TimePlay was a minor sensation that caught the attention of U.S. movie chains. The idea was originally developed after the cinema ad market plummeted in the wake of the 2007-2008 financial crisis.