Vue Entertainment promotes Cars film with interactive game

9 August 2006, London ­ The UK arm of MassMedia Studios, an Australian independent digital communications agency, has been appointed by Vue Entertainment to promote the Disney Pixar box office hit Cars through the development of an interactive game.

The animated racing car movie, distributed by Buena Vista International (BVI), was released at the end of July and is currently number one at UK cinemas. In the first weekend of its UK release Cars took earnings of £2.67m, knocking Pirates of the Caribbean off the top spot*.

MassMedia Studios has designed an interactive game for Vue Entertainment called Deck Collector to build awareness of the cinema group and the high-profile film, along with Vue's relationship with BVI and other film partners. The game offers film lovers the chance to find, collect and trade deck cards themed on Cars for a chance to win a trip to the USA and DVD box sets.

Upon visiting the Deck Collector website ( www.deckcollector.com ) users register and search for the deck cards at myvue.com, BVI's website thefilmfactory.co.uk and partner websitesincluding TimeOut and Yahoo!, delivering traffic to and from sites. Userscollect up to 12 deck cards, featuring exclusive soundbites, games and wallpapers based on the film, and trade with other users, encouraging peer-to-peer interaction between film lovers. The cards are available over a three-week promotional period ending 13 August 2006.

Designed and developed by MassMedia, Deck Collector is being run using the agency's unique digital marketing platform Traction that captures user interactions and registrations. Traction is the first integrated service ofits kind, enabling brands to deploy digital campaigns through multiple channels (including email, mobile and website integration) and collect, track and manage customer interaction data for those campaigns. Once usersregister with Deck Collector, Traction makes it easy for Vue to communicate with subscribers who have opted to receive information via mobile or email.

Since going live with the promotion more than 3,000 people have registered online and 40,000 film cards have been collected, with over 5,000 cards being traded to other game users.

Kathryn Hellewell, CRM and Digital Manager, Vue Entertainment, says: "The Deck Collector game has already exceeded our expectations in building brand interaction between Vue and its partners and helping to raise awareness of Cars in the first few weeks of the film's release. As a result we arealready in discussion with other film distributors and MassMedia Studios for further interactive games to coincide with major film releases."

"The film industry is well placed to embrace a digital approach to brand engagement," says Frisco Chau, Head of Sales and Marketing, MassMedia Studios UK. "By using Traction, Vue Entertainment is able to run a campaign supporting Cars and gain an immediate response from a dedicated fan base for the benefit of future brand building campaigns."

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For further information please contact:

Narelle Morrison

Babel PR

T: 020 7061 6218, M: 07780 642 257

E: narelle@babelpr.com

NOTES TO EDITORS

*Source: DigitalSpy.co.uk

About Vue Entertainment

Vue Entertainment is the largest operator of modern multiplex cinemas in the country. It is also the market leader in the critical London market and has the second largest market share in terms of box office in the UK. www.myvue.co.uk

About MassMedia Studios

MassMedia Studios is a digital communications company founded in 1999 with a clear vision to deliver communications solutions across all digital channels, including internet, mobile, email, multimedia and interactive TV. With offices in Sydney, New York and London MassMedia Studios serves a range of mid-to-large companies, government departments and not-for-profit organisations.

MassMedia Studio's Traction is a multi-channel digital marketing platform that helps brands to interact with, learn about and target customers effectively using a variety of digital media channels. The platform has won awards from the Australian Interactive Media Industry Association for Best Emerging Exporter and the ADMA Mobile Marketing & Advertising for Best Use of Mobile in CRM.

www.massmediastudios.co.uk

www.tractionplatform.co.uk