Innovative execution immerses audience to help end distracted driving.

Toronto, ON – October 20, 2016 – 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 cinema 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. After watching the story unfold, it suddenly ends with the hero being involved in a car crash due to distracted driving. At the end of the execution, the audience is requested to pledge publically to never text and drive again by pressing a pledge button on their devices, and their names appear on the big screen in front of the entire theatre.

The initial idea and script were created by Taxi co-founder Paul Lavoie, on behalf of the Voila Foundation. TimePlay teamed up as well with Parachute, OPC, and the Collective Agreement to create ‘Choices’.

“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,” adds Lavoie.

“TimePlay’s interactive platform has proven to empower and engage users across all its
campaigns. With ‘Choices’, the audience can create their own story, which increases their involvement in the content and ultimately the message to not text and drive,” said Jon Hussman, TimePlay CEO & President.

‘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 per cent 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!

With ‘Choices’, TimePlay, the Voila Foundation, Parachute, OPC, The Collective Agreement and Cineplex Entertainment want to create awareness of the dangers of distracted driving. More importantly, we want to change the habit of texting and driving and save lives for teens and the general public as well.

Go to this link to find a theatre location playing ‘Choices’:

See this link for the ‘Choices’ campaign.

About TimePlay

TimePlay is a world leader in the multi-player interactive industry. The TimePlay platform allows consumers to use their smartphones and tablets to interact with and control outcomes on screens in real time, while providing a targeted portal for offer delivery, e-commerce and social networking. The globally patented technology enables venues, exhibitors, advertisers, studios and other partners to entertain, inform, and engage directly with consumers. 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. National CineMedia (NASDAQ: NCMI) and Screenvision Media, the two largest cinema advertising networks in the U.S., recently announced alliances with TimePlay. Many brands have 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. For more information, please visit us at or follow us on Twitter: @TimePlayEnt

About the Voila Foundation is a Canadian charity established in 2016 by the Lavoie family. Its mission is provide a unique combination of creative thinking and financial support to help solve issues affecting society through direct involvement in projects and programs aimed at delivering measurable change.

About Parachute

Parachute is a national charity helping Canadians stop the clock on preventable injuries. The injury impact is staggering. Preventable injuries are the #1 killer of children. They cost the Canadian economy $27B a year, and worst of all, one child dies every nine hours. Through education, knowledge and empowerment, Parachute is working to save lives and create an injury-free Canada. For information, visit us at, follow us on Twitter, or join us on Facebook.


Samantha Maker


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