Movie theaters are getting a little faster next year with launch of the new Mazda ad campaign, an interactive game that will revolutionize the Timeplay system in Cineplex movie theaters across Canada.

Timeplay was designed by Cineplex Canada as a form of pre-movie marketing that got audiences to interact via a free phone app. Players earn small prizes and point towards their Scene accounts. Mazda's ad for the new 2014 Mazda 3 is revolutionary in that it is not the usual button-pressing game most Timeplay activities are. Instead, Fastlane has the audience race two cars on the multiplex screen with their phones. The increased level of interactivity is a step forward for this type of marketing. This could fuel future innovations with the TimePlay system and in advertising in general.