Heineken Finds the Next Big Hit With MGM's "Be Cool"

Heineken Finds the Next Big Hit With MGM's "Be Cool"

AMSTERDAM, February 23/PRNewswire/ -- Heineken International today announced that it has partnered with
Metro-Goldwyn-Mayer Pictures and Twentieth Century Fox to launch a world-wide
promotional campaign for the new John Travolta film "Be Cool". The film
premieres in the US on March 4th 2005 and internationally throughout March
and April.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050223/163990)

John Travolta returns to the screen as Chili Palmer in "Be Cool", a
sequel to the 1995 comedy smash hit "Get Shorty". In "Be Cool", Chili
abandons the fickle movie business to bring his signature brand of wise-guy
skills and negotiation tactics to the music industry, helping a sexy widow
(Uma Thurman) save her record label while protecting himself from Rap moguls,
music promoters, and the Russian mob.

Heineken's promotional campaign for "Be Cool" will give beer-loving
moviegoers the chance to "Live the Life of Cool" and experience what it is
like to be a real life Hollywood player. Competition winners from local
promotions will win a true Los Angeles VIP experience including 5-star
accommodation, entry into top restaurants and nightclubs and a host of
additional prizes.

As part of the campaign, John Travolta will appear as Chili Palmer in a
Heineken ad. The ad was shot in 30- and 45-second versions for television and
cinema broadcast. The promotional campaign also comprises point of sale
displays, on- and off-premise promotions, radio promotions, ticket giveaways
to local screenings and tie-ins with local MGM/Fox field publicity and
promotional events. The campaign will be activated in approximately 20
countries worldwide. The campaign and ad will also run on www.Heineken.com,
starting on March 7th.

"We are excited to be partnered with MGM, 20th Century Fox and John
Travolta for 'Be Cool,'" says Jeff Povlo Heineken International Sponsorship
Manager. "With this film Heineken continues its long-standing association
with high impact blockbusters which have a natural fit with the brand and
which give us great opportunities to deliver unique experiences to our
consumers."

"We're delighted to further our relationship with Heineken on 'Be Cool,'
especially after having such great success with them on 'Die Another Day,'"
says Peter Adee, MGM president of worldwide marketing. "This partnership is a
very comfortable fit for this film, and we're excited for the launch of the
campaign."

John Travolta previously starred in a Heineken ad for the promotion of
the 2001 film "Swordfish." Heineken's partnership with "Be Cool", follows
successful associations with other Hollywood blockbusters including "The
Matrix Reloaded," "The Bourne Identity," "Die Another Day" and "Zoolander",
to name just a few.

Heineken products will feature in scenes from the movie.
Heineken's long-time entertainment marketing agency Norm Marshall &
Associates coordinated the relationship. The ad was produced by
Wieden+Kennedy Amsterdam, and US-based Ryan Partnership developed the
below-the-line concepts.

A high resolution picture to accompany this release is available to the
media at www.epa-photos.com

Source: Heineken International

For further information and copies or visuals from the ad please contact: Nicole McNaughton, Heineken International, Telephone: +31-20-5239-347 E-mail: Nicole.mcnaughton@Heineken.com

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