[01/06/06 - 12:00 AM]
NBC and Chevrolet Come Together to Create Branded Winter Olympic Promotional Campaign and "Mini-Movie" Featuring Olympic Hopefuls

[via press release from NBC]


Chevy-sponsored Olympic Mini-movie to Premiere During Hit NBC Series "Las Vegas" and Then Jump to The Big Screen in Over 10,000 Movie Theaters Nationwide Through National CineMedia

BURBANK, Calif. -- January 6, 2006 -- NBC and Chevrolet teamed to combine brand and marketing strategies to create a mini-movie to promote NBC's coverage of the upcoming Torino Winter Olympic Games. The mini-movie, which integrates Olympic hopeful athletes and Chevy vehicles into the fictional story of three American fans at the Torino Games, will premiere during the Monday, Jan. 9 (9-10 p.m. ET) original episode of NBC's "Las Vegas" and subsequently will be presented by National CineMedia in more than 10,000 AMC Entertainment, Cinemark, Regal Cinemas, United Artists, Edwards and other select national theaters beginning January 13.

For the first time in NBC's 40-year history of broadcasting the Olympics, Olympic hopefuls will make a primetime cameo appearance prior to the Olympic Games. Playing themselves, 2002 Olympic snowboarding halfpipe gold medalists Kelly Clark and Ross Powers, along with Olympic hopeful and U.S. Open champion Gretchen Bleiler, join the cast of the sexy, fast-paced "Las Vegas." In the hit drama, the three emphatic fans from the mini-movie are seen following the athletes around and vying for their attention. At a key point in the episode, the fans are whooshed -- "Las Vegas" style ? halfway around the world to Torino, Italy and into the mini-movie. In addition to Bleiler, the mini-movie itself includes alpine skiers Erik Schlopy, Ted Ligety, and Julia Mancuso; freestyle moguls skier Toby Dawson and snowboard cross rider Seth Wescott.

Following NBC's primetime debut, the mini-movie will make the jump to the big screen as part of National CineMedia's "FirstLook," the digitally delivered in-theater pre-show program seen at top-grossing movie theaters across the U.S. from January 13 to February 9 -- the day before NBC broadcasts the Opening Ceremony from Torino.

The mini-movie will also be cut down for 60-second promos to run on NBC. A special behind-the-scenes piece on the production of the mini-movie will be featured in January on NBCOlympics.com, Chevy.com and the TiVo showcase.

"We're excited to be back in the movie theaters with this unique and entertaining promotional Olympic mini-movie," said John Miller, Chief Marketing Officer, NBC Universal Television Group. "It's a creative and winning showcase that will further personalize our Olympic hopefuls and will prove mutually beneficial to all of our participating partners."

"We're excited to partner with NBC on the mini-movie and 'Las Vegas' show integration to help ramp up excitement for the 2006 Olympic Winter Games," said Ed Peper, Chevrolet General Manager. "Chevrolet has been a proud supporter of the Olympic Games and the U.S. Olympic Team since the 1980 Olympic Winter Games in Lake Placid. The mini-movie is a terrific way to communicate our support of our U.S. Ski and Snowboard athletes' quest for gold in Torino and the 'Las Vegas' program is a great platform for its world premiere."

"As one of our 'FirstLook' partners, NBC is constantly raising the bar by creating fresh and innovative entertainment," said Cliff Marks, president of sales and marketing at National CineMedia. "A mini-movie centered around Olympic hopefuls is the type of engaging, original content that works with the big screen format of our movie theaters, and something early arriving moviegoers will enjoy seeing."

Chevrolet is one of America's most well-known and successful automotive brands. With the largest dealer network in the United States, Chevy is the leader in full-size trucks and the leader in sales of vehicles priced $35,000 and above. In addition, Chevrolet delivers more-than-expected value in every vehicle category, offering cars and trucks priced from $9,995 to $52,000. Offering dynamic yet timeless designs, Chevy owners demand great looks that don't go out of style, high performance per dollar, and features expected in more expensive vehicles.

Chevrolet's global headquarters is at the GM Renaissance Center in Detroit. For more information, go to www.chevy.com.

About National CineMedia, LLC
National CineMedia, LLC is a venture of AMC Entertainment Inc., Cinemark USA, Inc. and Regal Entertainment Group (NYSE: RGC), three of the world's leading theatrical exhibition companies. The company develops pre feature entertainment; cinema and lobby advertising products; comprehensive meeting and event services; and alternative forms of entertainment content for approximately 13,000 screens operated by its owner theatre circuits and other theatre affiliates. National CineMedia distributes its products and services across its Digital Content Network (DCN), the world's largest in-theatre digital distribution network. Once installation of its DCN technology is completed in Cinemark theatres, National CineMedia's network will comprise approximately 11,000 digital North American theatre screens in 150 markets (49 of the top 50), reaching 525 million movie patrons annually. For additional information, please go to www.ncm.com.

  [january 2006]  


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