Toshiba Announces Promotional Alliance with Theatrical and Home Video Release of 'King Kong'

Toshiba Announces Promotional Alliance with Theatrical and Home Video Release of 'King Kong'

Promotional Alliance with Universal Pictures Enhances Marketing Support of Digital Toshiba Products Including HDTVs and gigabeat(R) Digital Audio Players

WAYNE, N.J., Sept. 9 /PRNewswire/ -- Toshiba America Consumer Products, L.L.C. ("Toshiba"), announced today a major promotional alliance with Universal Pictures that allows the company to use the eagerly awaited remake of "King Kong" to promote Toshiba's High Definition TVs and gigabeat digital audio players.

Beginning in October, Toshiba will launch an integrated marketing campaign in the U.S. in anticipation of the worldwide release of "King Kong" in theaters on December 14, 2005. Continuing the effort to enhance Toshiba's lifestyle brand, this exciting campaign will include consumer promotions tied to key retailers to promote strong holiday sales. In support of the consumer and retailer promotions, Toshiba will launch marketing initiatives including the development of a web site and a print and online media advertising campaign.

"We are delighted to be associated with the state-of-the-art release of King Kong, and to be able to help promote our most innovative TV and Digital Audio Video products through this great alliance," said Tina Tuccillo, Vice President of Marketing Communications, Toshiba. "Peter Jackson's love for technology and use of digital technological advancements in the new King Kong are a perfect fit with Toshiba's on-going commitment to lead the industry with new and exciting technologies and products."

First brought to the screen in 1933, "King Kong" is one of the best known and most loved of Hollywood's classic film properties. The new version of "King Kong" is produced and directed by Academy Award(TM) winner Peter Jackson, and is his first film since the blockbuster commercial and artistic success of the "Lord of the Rings" trilogy. In the making of King Kong, Mr. Jackson has made full use of cutting-edge computer graphics technology that allows, for example, authentic reproduction of 1930s New York City street scenes.

Just like Mr. Jackson has used the latest technologies to bring Kong to life on the big screen, Toshiba utilizes the most advanced video and audio technologies to bring realism and vibrant images to the consumer's home entertainment room. With the latest digital processing technologies, light engines and DVD technology, Toshiba's innovative TV and Digital Audio Video products provide consumers with the ultimate digital home entertainment experience.

Further reflecting Toshiba's commitment to exemplarily picture quality and performance, the technology at the center of Toshiba's new "XHD" 1080p Digital Light Processing Technology sets is a Digital Light Engine named TALEN X(TM). This system utilizes Texas Instruments' xHD4 chip and incorporates Toshiba's DEEP Picture(TM) and Xtreme BLAC(TM) technologies to provide stunning resolution and enhanced contrast ratios. The resulting picture is characterized by superior image purity, incredibly lifelike colors and crisp color resolution. In addition, this fall Toshiba will introduce a full line of new DLP(TM) models including the new "king" size 72" HM195 and 72" MX195 HD Projection TVs.

For a full, seamless transition into high definition, Toshiba offers a wide selection of HDTVs from monitors to integrated sets. The home movie release of King Kong will play a significant role in marketing and promoting Toshiba's latest technological advancements.

Toshiba's gigabeat digital audio players offer the latest in audio quality and have a large 2.2" LCD screen and a resolution of 320 x 240 offering amongst the best picture quality available today. Emphasizing the visual as well as the audio experience, gigabeat lets consumers download their photographs, create slideshows to music or even attach album covers to each album and track when the art is available.

"Peter Jackson and the Kong team have been actively involved in our partner's promotional campaigns, from concept and creative development through to execution," said Stephanie Sperber, Executive Vice President, Universal Studios Partnerships. "This level and quality of involvement has allowed for a degree of integration that ties Toshiba brand to King Kong in unique and compelling ways."

This year Toshiba is celebrating 40 years in the U.S. as a technology pioneer and industry leader in high performance, high quality home entertainment products. This alliance with a premier movie theatrical release will enhance Toshiba's advertising and promotion activities to raise awareness of the company's strong brand reputation and cutting-edge products. Digital products are a key focus area for Toshiba, and cooperation with content creators is one of its key strategies for expanding the business.

About Toshiba America Consumer Products, L.L.C.

Toshiba America Consumer Products, L.L.C. is a limited liability company, owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation, a world leader in high technology products with subsidiaries worldwide. Toshiba America Consumer Products, L.L.C. is a pioneer in DVD and DVD Recorder technology and a leading manufacturer of a full line of home entertainment products, including flat panel TV, rear and front projection and direct view televisions, home theater projectors, combination products and portable devices. Toshiba America Consumer Products, L.L.C. is headquartered in Wayne, New Jersey with production facilities in Lebanon, Tennessee. For additional information please visit http://www.tacp.toshiba.com/.

About Universal Pictures

Universal Pictures is a division of Universal Studios (http://www.universalstudios.com/). Universal Studios is part of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80%-owned by General Electric, with 20% controlled by Vivendi Universal.

Digital Light Processing and DLP are trademarks of Texas Instruments.

Source: Toshiba America Consumer Products, L.L.C.

CONTACT: Alejandro Arango of BRODEUR, +1-617-587-2034, aarango@brodeur.com

Web Site: http://www.tacp.toshiba.com/ http://www.universalstudios.com/

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