Yummi Media inks exclusive deal with China cinema chain

Deal will allow China cinema-goers to watch movie trailers, play games and access rewards via Yummi's app


GOING to the movies will soon be a universally social and immersive experience, according to Alastair Simpson, chief executive officer of Singapore-based digital media company Yummi Media.

Yummi, which creates interactive content on mobile apps for cinema-goers to enjoy before and after a movie, on Monday announced it has inked an exclusive licensing and partnership agreement with China's cinema chain Wanda.

The latter, which in 2012 acquired US-based cinema operator AMC Theatres and now owns...

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