Toshiba 'Captures the Beast' with Kong-Sized Marketing Campaign

Toshiba 'Captures the Beast' with Kong-Sized Marketing Campaign

Toshiba launches exciting new promotional campaign that gives consumers the opportunity to capture the beast and collect the bounty

WAYNE, N.J., Nov. 22 /PRNewswire/ -- Toshiba America Consumer Products, L.L.C. ("Toshiba"), announced details today of an integrated marketing program in alliance with Universal Pictures that incorporates Toshiba products with the December release of the motion picture King Kong. The marketing initiative uses the eagerly awaited film as a channel to promote Toshiba's Kong-sized 72" High Definition TVs that utilize Texas Instruments DLP(TM) Technology and its gigabeat digital audio players.

The U.S. promotion -- "Catch the Beauty, Capture the Beast" -- is only one ingredient of a larger global campaign developed by Toshiba and Universal Studios in anticipation of the worldwide release of King Kong in theaters on December 14, 2005. The national marketing initiative aims to drive consumers to http://www.capturethebeast.com/ where they can learn more about the film and the beauty of Toshiba products, as well as participate in a national sweepstakes to win thousands of prizes, including the chance to collect the ultimate bounty, a $1 million prize. The full campaign will be brought to life at an exclusive pre-screening of King Kong at the AMC Theatres Empire 25 in New York City on December 13th.

"Universal Pictures and the King Kong team have worked arm in arm with us to create an integrated marketing program that will combine strong consumer and retail promotions with print, radio and online advertising," said Tina Tuccillo, Vice President of Marketing Communications, Toshiba. "By helping to drive sales during the upcoming holiday months, this promotional alliance also comes at a very opportune and strategic time for our retailers."

The promotional partnership between Toshiba and Universal Pictures will be showcased in a new national ad campaign that will demonstrate how consumers can 'Capture the Beast' using Toshiba technology. The ad campaign, which will include print and radio promotions, will feature Toshiba's line of High Definition TVs utilizing Texas Instruments DLP(TM) Technology and gigabeat digital audio players. The campaign will launch its initial phase mid-November and run ads in top media markets, targeting Toshiba's key audiences through movie, entertainment and sports publications in conjunction with a radio and internet campaign. The DVD release of King Kong will extend the marketing efforts into next year.

Print advertisements, radio spots, and internet ads will drive consumers to the capturethebeast.com web site where they can play an interactive instant win game to try and capture the beast -- King Kong himself. A Kong-sized list of prizes, such as Toshiba products and King Kong giveaways, are up for grabs for those who logon and participate. Every one who plays will receive a million dollar 'Kong Code' that can be matched at Toshiba dealers for the chance to collect the $1 million bounty.

This fall, Toshiba will introduce a full line of new High Definition TVs utilizing DLP(TM) Technology including the new Kong-sized 72HM195 and 72MX195 HD Projection TVs. In addition, the gigabeat digital audio players offer the latest in audio quality and allow consumers to soothe the savage beast inside them with both audio and vibrant images. While King Kong uses the latest technologies to bring the film to life for viewers, Toshiba uses the latest digital processing technologies to bring products to consumers to create the ultimate digital home entertainment experience.

"The creative team of King Kong has been highly involved in the development of this promotional campaign with Toshiba," said Stephanie Sperber, Executive Vice President, Universal Studios Partnerships. "This level of involvement has allowed us to create a highly integrated project that ties the use of cutting-edge digital technologies in the film to Toshiba's commitment to lead the industry with their new technologies and products."

For more information, logon to http://www.tacp.toshiba.com/ and check out the King Kong link.

No purchase is necessary to enter the "Catch the Beauty, Capture the Beast" Game. The $1 million prize paid out as an annuity over 40 years. Complete official rules are available at http://www.capturethebeast.com/.

DLP(TM) is a trademark of Texas Instruments.

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.

About King Kong

Universal Pictures' King Kong, a new version of the classic adventure story first brought to the screen in the 1933 RKO motion picture, is directed by triple-Academy Award(R) winner Peter Jackson (The Lord of the Rings trilogy) and stars Oscar(R) nominee Naomi Watts (21 Grams, The Ring), Jack Black (School of Rock) and Oscar winner Adrien Brody (The Pianist). It is co- written by Jackson's three-time Oscar-winning partner Fran Walsh, their Lord of the Rings co-writer Philippa Boyens and Jackson. King Kong is produced by Jan Blenkin, Carolynne Cunningham, Walsh and Jackson under their WingNut Films banner. The film will be released worldwide on December 14, 2005.

Contact: Rich Guida
Brodeur
(617) 587-2816
rguida@brodeur.com

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

CONTACT: Rich Guida of Brodeur, +1-617-587-2816, rguida@brodeur.com

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

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