As 2020 drew to a close, the pandemic quietly claimed movie theatre staple TimePlay as one of its final corporate victims. Theatre chain Cineplex cut ties with the technology company that operates the movie trivia app, which took effect at the end of 2020.
TimePlay allowed movie-goers to participate in a trivia game prior to the start of trailers in theatres across the country. You’ll have to resort to piling up Scene points via Cineplex’s various other partnerships from now on, although theatres have effectively sat empty for most of the past 10 months.
The move was one of several "really tough decisions" the company took since the start of the coronavirus pandemic, a spokesperson said.https://t.co/zCX16R3sPt
— Global News Toronto (@globalnewsto) January 8, 2021
TimePlay launched in 2011, and was later integrated into 56 of Cineplex’s theatres in Canada.
Sarah Van Lange, a representative for Cineplex, said the end of the partnership arrived as part of “some really tough decisions since the pandemic began to stabilize our financial position.”