PRESS RELEASE

Franchise tries on CG animation for latest title

May 15, 2006 - For his 30th anniversary, Arthur is getting the CG treatment in his first feature film. Lionsgate will release the movie Arthur's Missing Pal on DVD on Aug 22 (prebook July 26;$19.98).

Though the film is being made for DVD, it will be shown in theatres during July as part of Kidtoon program, according to Michael Rathauser, VP of marketing for Lionsgate. Under Kidtoon Films, G rated films are played as Saturday and Sunday matinees in about 75 movie theatres. Trailers will create awareness for the DVD launch Rathauser says. And right before the DVD street Arthur's Missing Pal will air on PBS which also should increase awareness, Rathauser adds.

The films will be further supported by a TV ad campaign on kids' networks and promotions with partners Langer Juice, Flatout Bread and Random House, which publishes the Arthur books. Author Marc Brown is currently on tour and will promote the DVD as well Rathauser says.

Also coming from Lionsgate is Ultimate Avengers 2 (street Aug.8, prebook July 12; DVD $19.98), the follow-up to the first Marvel animated feature, which was released in February.

The title will be supported by TV and online advertising. NetZero will have a sweepstakes, and toy licensee MGA will release new Avengers products.

-Cindy Spielvogel