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# 1938 Baird

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NEW YORK—Mar 29, 2005

Loews Cineplex Entertainment Joins Screenvision's Digital Network

Deal Commits Screenvision to Digitize Loews Cineplex Entertainment's Major Market Theatres; Underpins Screenvision's 5,000 Screen National Digital Roll-out
Screenvision, the world leader in cinema advertising, today announced that it has extended its long-standing partnership with Loews Cineplex Entertainment Corporation, the premier major market movie-theatre circuit. Under the agreement, Screenvision is funding and installing its High Definition digital cinema advertising management system in select Loews Cineplex Entertainment theatres within the top 25 DMAs.

The agreement also continues Screenvision's exclusive rights to on-screen slides and rolling stock advertising on Loews Cineplex Entertainment's 1,424 screens across the country, including 148 Star Theatre screens in the Detroit area and 30 new screens to open later this year.

"Without question, Loews is one of the most prestigious movie houses and we are delighted to grow our partnership," said Matthew Kearney, CEO of Screenvision. "We are extending our digital network to their top-tier theatres and believe that, together with Mann, Colorado Cinemas and Malco, we are keeping our promise to the exhibition and advertising communities to rapidly build out our digital network in top markets and in high-quality theatres."

Earlier this month, Screenvision initiated a 24-month plan to build a High Definition digital cinema advertising network consisting of more than 5,000 screens nationwide.

"We feel that there are a lot of strengths to our major market presence," commented Travis Reid, CEO of Loews Cineplex Entertainment, "and that these assets will be optimized, when part of the leading cinema advertising network. Screenvision brings us their successful track record in revenue generation as well as their commitment to digitize our theatres, a powerful combination."

Screenvision will introduce its digital network across Loews Cineplex Entertainment theatres in New York, Los Angeles, Chicago, Philadelphia, Boston, San Francisco, Dallas, Washington DC, Detroit, Seattle, Orlando, Pittsburgh and Baltimore. The operational backbone of the network, SkyArc™, is a secure High Definition digital cinema advertising inventory management and satellite-based delivery system created and managed by Thomson through its Technicolor Digital Cinema business.

"Our job is to provide a complete, turnkey range of advertising services for our exhibitor partners," said Darryl Schaffer, Executive Vice President, Theatre Operations and Exhibitor Relations, for Screenvision. "Through the implementation of our digital network and preshow, we can drive increased revenue for Loews while helping to improve the overall movie-going experience of their customers."

The self-titled Screenvision Digital Preshow began airing in Mann theatres March 4, 2005. The hosted program includes a mix of entertainment content, exhibitor content and local and national advertising and runs in advance of movie previews and the film.

"Screenvision has been a very valuable partner for Loews, and we feel that their approach to the preshow will not only enhance the movie-going experience, but generate greater revenue and increase the opportunities for current and future advertising partners," said John McCauley, Senior Vice President, Marketing, of Loews Cineplex Entertainment.
About Loews Cineplex Entertainment: Loews Cineplex Entertainment Corporation (www.enjoytheshow.com) is the third largest movie theatre chain in the world, with 200 theatres and 2,176 screens worldwide and is privately held by Bain Capital, The Carlyle Group and Spectrum Equity Investors. Loews maintains operations in the U.S., Mexico, South Korea and Spain. The company operates under the names of Loews Theatres, Cineplex Odeon, Star Theatres and Magic Johnson Theatres in the United States, as well as Cinemex in Mexico, Megabox in South Korea and Yelmo Cineplex in Spain. Loews Cineplex Entertainment Directory page About Screenvision: Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers, and providing comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision cinema advertising network is comprised of over 14,200 screens in 2,200+ theater locations across all 50 states and 94 percent of DMAs nationwide; delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies. Screenvision Directory page
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