The almost ubiquitous order to switch off cell phones in the theater may be changing, if a new group of advertisers have their way. Cinime is a new movie related app designed to interact with sounds produced on the screen that allows users to interface with the movie. The concept is being test piloted in Britain now, and only during the previews, but other companies, such as Disney, have toyed with the idea of app use during the feature.

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Advertising app that sends sonic messages from the big screen has cinemas … – The Independent