//  11.01.16

Cineplex Uses TimePlay to Empower Moviegoers and Save Lives

TimePlay, the Voila Foundation, Parachute and OPC with director Fantavious Fritz join forces to create innovative execution to help end distracted driving.

Moviegoers will have direct involvement in how the storyline of a powerful message unfolds on the big screen using the TimePlay app from their mobile device. TimePlay Inc., the global leader in interactive cinema, has released on its platform Choices, a short film using real time interactive storytelling to generate awareness for road safety initiatives.

In “Choices,” audience members are asked to use their smartphones to help the film’s hero make decisions, creating their own unique story, which suddenly a ends in a car crash from distracted driving. At the end of the execution users are requested to vow to never text and drive again by pressing a pledge button on their device, and their name appears on the big screen in front of the entire audience.

TimePlay teamed up with Taxi co-founder Paul Lavoie, on behalf of the Voila Foundation , as well as Parachute, a charitable organization dedicated to preventing injuries and saving lives to create Choices which was directed by OPC’s Fantavious Fritz.

“TimePlay is a robust engagement tool, it allows the audience to participate in the story itself,” says Lavoie. That’s the central idea underpinning the ‘Choices film’. Rather than tell the public to drive safer, people make that ultimate decision themselves: to pledge publically to never text and drive again.

“TimePlay’s interactive platform can support a multitude of content,” said Jon Hussman, President and CEO of TimePlay. “’Choices,’ showcases another example of interactive storytelling and how the construct can be used to communicate important issues in engaging and impactful ways.”

“Choices,” playing in select Cineplex Entertainment theatres until October 28th, has run in front of over one million moviegoers and so far 69% have personally made the pledge not to text and drive.
“Widespread public awareness is vital to support change so that we can reduce texting and driving,” said Pamela Fuselli, Interim CEO of Parachute.

“TimePlay’s use of its platform to deliver an innovative public service announcement allows Parachute to engage millions of Canadians and empower them to act immediately with their life-saving pledge.”

Distracted driving facts:

  • While young people only make up 12 per cent of the licensed drivers, they account for approximately 20 per cent of all road-related injuries and fatalities.
  • Distracted driving is a factor in 15-19 percent of all fatal collisions involving teen drivers.
  • Research shows that texting behind the wheel is equivalent to driving with your eyes closed for almost five seconds.

Cineplex, TimePlay, the Voila Foundation, Parachute and OPC hopes that together, we can educate teens about driving and road safety and help them to get home safer.

About TimePlay
TimePlay is a world leader in the multi-player interactive industry. The TimePlay platform allows moviegoers to use their smartphones and tablets to interact with and control outcomes on the big screen in real time, while providing a targeted portal for offer delivery, e-commerce and social networking. The globally patented technology enables exhibitors, advertisers, studios and other partners to entertain, inform, and engage directly with moviegoers before or after a show. TimePlay’s two-way interactive platform drives high participation levels and is delivering significantly elevated engagement and activation for its partners compared with traditional media campaigns.

TimePlay is currently deployed at several exhibitors including Cineplex Inc. (TSX: CGX), Carmike Cinemas (NASDAQ: CKEC), Emagine Theatres and Bow Tie Cinemas with many brands having created interactive ads on the platform outside of the U.S. including McDonalds, Mazda, Samsung, Revlon, Shell and Heineken. TimePlay has offices in Los Angeles and Toronto.

Credits are at the bottom of the page.


Campaign Title: Choices
Client: Parachute
Agency: The Voila Foundation
Creative Director: Paul Lavoie
Art Director: Paul Lavoie
Writer: Paul Lavoie / Fantavious Fritz
Production Company: OPC
Director: Fantavious Fritz
Executive Producer: Harland Weiss, Donovan Boden
Line Producer: Jason Aita
Director of Photography: Jackson Parrell
Editorial: Saints Editorial
Editor: Mark Paiva
Assistant Editor: Micheal Ofori-Attah
Post Production: The Vanity 

Colour Transfer: Alter Ego
Executive Producer: Jane Garrah
Colourist: Clinton Homuth
Music and Sound Design: Apollo Music Montreal

Casting: Shasta Lutz, Jigsaw casting