Pre-movie app TimePlay is expanding its presence with Cineplex theatres from 231 screens in Toronto and Vancouver to 725 spots in cities across Canada.

The app, which has been downloaded more than 1.5 million times, according to data from TimePlay, uses games  to interact with moviegoers before the start of movies at select Cineplex theatres. Players compete for prizes such as free popcorn, drinks and Scene points from Cineplex, with an average of 30 to 50% of users responding to offers from the games. Past brand partners include Mazda, Koodo and Pizza Pizza.

A recent program from Mazda had TimePlay users turn their smartphones into steering wheels, with prizes for top scores and prompts to sign-up for a test drive at the end of the game. More than 9,000 players signed up for test drives, according to results from TimePlay.

TimePlay was first launched in Cineplex theatres in Toronto in 2011 and expanded to Vancouver in 2012. New cities in the national expansion include Oakville, Mississauga, Ottawa, Montreal, Halifax, Moncton, St. John’s, Charlottetown, Calgary, Edmonton, Saskatoon, Regina, Winnipeg, London and Waterloo.