BET Plays Key Marketing and Promotional Role In Runaway Movie Hit 'Diary of a Mad Black Woman'

BET Plays Key Marketing and Promotional Role In Runaway Movie Hit 'Diary of a Mad Black Woman'

WASHINGTON, March 3 /PRNewswire/ -- Critics and the Hollywood movie establishment may have been surprised that DIARY OF A MAD BLACK WOMAN shot out of the gate to lead movie box office figures last weekend. But executives at BET and BET Pictures, marketing partners with Lions Gate Films and the Tyler Perry Company on the project, were not surprised at the film's opening success.

The romantic comedy DIARY OF A MAD BLACK WOMAN, adapted by acclaimed writer Tyler Perry from his play of the same name, zoomed its way to Number One at the U.S. theatrical box office with an estimated opening weekend gross of $21.9 million. The film is a presentation of Lions Gate Films in association with BET Pictures, produced by Lions Gate Films and the Tyler Perry Company in association with Reuben Cannon Productions. Lions Gate Films is the motion picture acquisition, production and distribution arm of Lions Gate Entertainment (NYSE and TSX: LGF).

"When you combine the long-standing popularity that Tyler Perry's plays have with African Americans and BET's urban brand strength, it was bound to be a successful mix," said Debra Lee, BET President and Chief Operating Officer. "BET's connection extended beyond investing in the production to include leveraging our marketing platforms and programming to help build an audience for the film. This was proof positive for all of Hollywood that BET can be a viable, influential partner for theatrical releases."

The connection of BET to the film was evident in a number of marketing channels, from involving cast members on such shows as 106 & PARK: BET'S TOP 10 LIVE and the CELEBRATION OF GOSPEL special to informative segments on BET NIGHTLY NEWS and internet content for BET.com. The movie's highlight trailer and other promotional spots also got frequent rotation on BET in prime time and other popular timeslots.

BET is no stranger to the world of movie-making, having produced 14 successful made-for-TV movies since 1999. Lions Gate provided an excellent opportunity for the network to cross over into full-length feature films for theatrical release, something Lee hopes will continue.

"I'm confident we can build on the success of this effort, perhaps with Lions Gate and other studios in Hollywood," said Lee. "It was important to make a meaningful, measurable statement with this film. It was funny, well- produced and strategically marketed by Lions Gate Films."

ABOUT BET

BET, a subsidiary of Viacom, Inc. (NYSE:VIA)(NYSE:and)(NYSE:VIA.B), is the nation's leading television network providing quality entertainment, music, news and public affairs programming for the African-American audience. The BET Network reaches more than 79 million households according to Nielsen media research, and can be seen in the United States, Canada and the Caribbean. BET is a dominant consumer brand in the urban marketplace with a diverse group of branded businesses: BET.com, the Number 1 Internet portal for African Americans; BET Digital Networks - BET Jazz, BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Event Productions, specializing in a full range of event production services, including event management, venue selection, talent recruitment, sound, lighting and stage production; and BET Books, the nation's leading publisher of African-American themed romance novels under the Arabesque imprint which also publishes compelling fiction under the Sepia imprint and inspirational fiction and nonfiction under the New Spirit imprint.

Source: BET (Black Entertainment Television)

CONTACT: Michael Lewellen for BET (Black Entertainment Television), +1-202-608-2003, michael.lewellen@bet.net

Web site: http://www.bet.com/

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