'Marc Ecko's Getting Up: Contents Under Pressure' Struts Into Canada During First-Ever Hip-Hop Lifestyle Event Courtesy of Atari and Marc Ecko

'Marc Ecko's Getting Up: Contents Under Pressure' Struts Into Canada During First-Ever Hip-Hop Lifestyle Event Courtesy of Atari and Marc Ecko

Video Game Demo Lounge To Be Featured Destination During 'Marc Ecko Getting Up Festival'

NEW YORK, Aug. 4 /PRNewswire-FirstCall/ -- Premiering for the first time to Canadian consumers for one of its most highly anticipated video games of the year, Atari, Inc. (NASDAQ:ATAR) today announced that Marc Ecko's Getting Up: Contents Under Pressure will be on display at "Marc Ecko's Getting Up Festival" scheduled for August 13-14, 2005, at Polson Street Pier in Toronto, ON, Canada. Details and pre-orders for the game can be found at http://atari.com/gettingup/flash.php?langcode=us.

Canada's first and only hip-hop lifestyle event, "Marc Ecko's Getting Up Festival" celebrates the multi-dimensional universe of hip-hop culture by bringing together the music, fashion and entertainment that characterizes its uniqueness, diversity and widespread appeal.

Featured in the Video Game Demo Lounge, Marc Ecko's Getting Up: Contents Under Pressure is being unveiled for consumer play for the first time in Canada. In addition to the game's premiere, the festival will showcase a graffiti expo, car show, sneaker boutique, DJ battles and live performances from a world-class lineup of artists, including Nas, Mos Def, Fat Joe, Ludacris, Kanye West, Lil Jon, Ciara and Talib Kweli who is the voice behind the video game's main character, Trane.

"Atari's collaboration with Marc Ecko is characterized by several unprecedented milestones, and our participation in Canada's first-ever hip-hop lifestyle event is yet another," said Marc Metis, Senior Vice President of Marketing for Atari. "Our participation in this inaugural cultural event affords us an unprecedented opportunity to introduce Marc Ecko's Getting Up: Contents Under Pressure directly to consumers, and do so via a uniquely targeted venue."

A broad-based action-adventure game inspired by graffiti's historically rich and diverse culture, Marc Ecko's Getting Up: Contents Under Pressure is the culmination of seven years of story and character development by Marc Ecko, the visionary behind several of today's most respected youth lifestyle brands.

Set in the city of New Radius, Marc Ecko's Getting Up: Contents Under Pressure features a world where freedom of expression is suppressed and graffiti has been outlawed by a tyrannical city government. In the game, players assume the role of Trane as they learn and master various graf skills as they journey from toy (beginner) to legend. During their quest, players find themselves with an even greater burden -- to use their high-wire graffiti talents to expose the oppressive mayor and rid the city of his stranglehold.

Developed by The Collective, Marc Ecko's Getting Up: Contents Under Pressure is slated to release this fall for the PlayStation(R)2 computer entertainment system, Xbox(R) video game system from Microsoft, Windows and mobile game by Glu Mobile.

About Marc Ecko Enterprises

The youngest member of the Council of Fashion Designers of America's board of directors, Marc Ecko is founder of *ecko unltd., the world famous rhino brand. In eleven years since its creation in 1993, the group of companies that comprise Marc Ecko Enterprises has grown to include: *ecko unltd.(R) men's and Eckored(R) women's apparel, as well as outerwear, footwear, watches, eyewear, underwear, belts, bags, hats, small leather goods, formalwear and more.

Marc Ecko Enterprises also includes Marc Ecko "Cut & Sew" (a contemporary menswear line launched Fall 2004); G-Unit(R) clothing and accessories (a joint venture with multi-platinum musician, 50 Cent); Zoo York(R) (a line of action sports-inspired clothing and accessories); and Avirex(R) Sportswear Collection (a licensed mid-tier brand debuting Spring 2005). The Company also publishes Complex(R) magazine, a men's consumer magazine with a rate base of 325,000, and is developing Marc Ecko's Getting Up: Contents Under Pressure(TM), the first truly authentic video game based on urban culture and graffiti art debuting in the second half of 2005. *ecko unltd. products are available in over 5,000 stores domestically and in over 45 countries internationally, as well as through 34 of its own retail stores across the country. For additional information, please visit http://www.marceckoenterprises.com/.

About The Collective

Founded in 1997 by industry veterans, The Collective, Inc. is a leading developer of interactive entertainment software and technology for all major console and computer platforms. In recent years, the Collective has created groundbreaking 3rd person action adventure games, including the critically acclaimed Indiana Jones and the Emperor's Tomb(TM) and Buffy the Vampire Slayer(TM) and the soon to be released Star Wars Episode III: Revenge of the Sith(TM). In the process, the studio has developed the world-class Slayer(TM) engine technology and SlayEd(TM) tool suite. The Collective is based in Newport Beach, California, and can be found on the Internet at http://www.collectivestudios.com/.

About Atari

New York-based Atari, Inc. (NASDAQ:ATAR) develops interactive games for all platforms and is one of the largest third-party publishers of interactive entertainment software in the U.S. The Company's 1,000+ titles include hard- core, genre-defining franchises such as DRIVER(TM), The Matrix(TM), Stuntman(TM) and Test Drive(R); and mass-market and children's franchises such as Backyard Sports(TM), Nickelodeon's Blue's Clues(TM) and Dora the Explorer(TM), and Dragon Ball Z(R). Atari, Inc. is a majority-owned subsidiary of France-based Infogrames Entertainment SA (Euronext - ISIN: FR-0000052573), the largest interactive games publisher in Europe. For more information, visit http://www.atari.com/.

2005, Atari, Inc. All rights reserved. ATARI, the ATARI logo, and classic Atari game titles and logos are trademarks or registered trademarks of Atari Interactive, Inc. or its affiliates.

"PlayStation" and the "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc.

Xbox is a registered trademark of Microsoft Corporation in the United States and/or other countries.

All other trademarks are the property of their respective owners.

Source: Atari, Inc.

CONTACT: Andrea Schneider of Atari, Inc., +1-212-726-4259,
andrea.schneider@atari.com; or Clint Cantwell of Marc Ecko Enterprises,
+1-917-262-1110, clintc@ecko.com

Web site: http://www.atari.com/
http://www.marceckoenterprises.com/
http://www.collectivestudios.com/
http://atari.com/gettingup/flash.php?langcode=us

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