According to Cineplex, the movie trivia app TimePlay will no longer be available in cinemas from 2021.
In a statement Thursday, the country’s largest theater chain said the move to cut its partnership with the tech company that runs the app has made “really tough decisions” since the novel coronavirus pandemic began.
“As a result, I can confirm that after almost 32 million games and over 330 million SCENE points awarded, the last TimePlay game was played in our cinemas at the end of 2020,” wrote Cineplex spokeswoman Sarah Van Lange.
“We’d like to thank all our dedicated fans for playing TimePlay on our screens over the years and appreciate their understanding.”
TimePlay allowed theatergoers to compete against others who were watching the same movie by testing their cinematic trivia. As a final reward, they could collect points and other offers.
Beta testing for the app first started in 2011 and had generated enough buzz to even attract a few US film chains.
Over time, support for the app has been made available by Cineplex to 56 of the 160+ cinemas.
Since the beginning of the pandemic, cinema chains like Cineplex have had great financial success as the restrictions imposed by the province have resulted in the closure of cinemas, along with many other public venues.
The company has since sold its Toronto headquarters in December for $ 57 million to consolidate its debt in the face of the fighting caused by the pandemic.
The owners of Timeplay eventually began looking for other ways to attract customers during the country’s regular lockdowns, and even launched a quiz night at home through the phone app.
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