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Press Release

09/08/2009

GET “FAMEUS” WITH LG MOBILE PHONES’ INTEGRATED MARKETING MOVIE CAMPAIGN

Movie Tie-in, Film-Themed Micro Site, Mobile Phone Personality Quiz and National LGFameUs Talent Competition with $50,000 Grand Prize

San Diego, September 8, 2009 - LG Electronics MobileComm U.S.A Inc. (LG Mobile Phones) is partnering with Metro-Goldwyn-Mayer (MGM) and Lakeshore Entertainment to create a comprehensive multi-discipline marketing campaign for the highly anticipated reinvention of 80’s cult classic, FAME.

As an advocate for self expression, LG Mobile Phones is partnering with MGM and Lakeshore Entertainment to compose a marketing campaign for music enthusiasts. The endeavour features a movie-themed micro site that gives movie fans a much richer and deeper experience than the usual movie tie-in website, www.lgfameus.com. In addition to exclusive film features and photos, consumers can submit a video showcasing their talent for their chance to win the grand prize of $50,000.  Videos will be viewable online featuring remakes of Fame’s iconic theme song interpreted by aspiring musicians and performers.

The contest runs August through October 5th.  Each time users log on and vote for their favorite videos, LG will make a donation to the VH1 Save The Music Foundation through its on-going partnership with the non-profit organization. The VH1 Save The Music Foundation is a non-profit organization dedicated to improving the quality of education in America’s public schools by restoring music education programs in cities across the U.S. and raising awareness of the importance of music participation for our nation’s youth. When users log on and cast a vote for their favorite video, they will have a chance to win a mobile phone via the daily give away and will be entered in a drawing for an LG home entertainment system. The grand prize contest winner of $50,000 and the grand prize sweepstakes winner of the home entertainment system will be announced on October 12th.

To highlight LG’s extensive product line-up, www.lgfameus.com also features an online quiz, “What LG Phone Are You?” to match user personalities with the line up of LG mobile phones.  Just as the movie FAME celebrates creativity and individualism, LG aims to channel users’ uniqueness through a strategic and insightful fourteen questions.  Aligning wants with needs, the “What LG Phone Are You” quiz leaves the mobile phone decision-making process easier than ever.

“Like LG, this film celebrates personal passions,” said Ehtisham Rabbani, vice president of product strategy and marketing for LG Mobile Phones.  “We listen to the needs of our current consumers which transcend into the development of future handsets.  From the start, our partnership with MGM and Lakeshore has been rewarding and gives us another platform to facilitate self-expression.  Our campaign ranges wide from performing arts to discovering the LG mobile phone that best fits you.  Most importantly, we get to bridge the gap between the excitement around the film and our consumers’ lives.”

“FAME is an incredible opportunity because it is an ever-evolving brand,” observed Christine Batista, senior vice president of marketing for MGM. “From the original feature film, through the years on television, and into today with the new film opening on September 25th, FAME is a reflection of its current time and partnering with a dynamic and modern company like LG Mobile Phones is a natural fit.” 

In addition to the multi-element marketing campaign, LG will also participate in a special screening of the film in Los Angeles on September 23rd as the presenting sponsor.

“Fame”
A reinvention of the original Oscar®-winning hit film, FAME follows a talented group of dancers, singers, actors, and artists over four years at the New York City High School of Performing Arts, a diverse, creative powerhouse where students from all walks of life are given a chance to live out their dreams and achieve real and lasting fame...the kind that comes only from talent, dedication, and hard work.

The cast includes Asher Book as Marco, Kristy Flores as Rosie, Paul Iacono as Neil, Paul McGill as Kevin, Naturi Naughton as Denise, Kay Panabaker as Jenny, Kherington Payne as Alice, Collins Pennie as Malik, Walter Perez as Victor, and Anna Maria Perez de Tagle as Joy.  Their instructors include Debbie Allen as Principal Simms, Charles S. Dutton as Alvin Dowd, Kelsey Grammer as Joel Cranston, Megan Mullally as Fran Rowan, and Bebe Neuwirth as Lynn Kraft.

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About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1™ and A Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lg.com.
 
About LG Electronics Mobile Communications Company
The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimized mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology.  For more information, please visit, www.lgmobilephones.com

About MGM
Metro-Goldwyn-Mayer Inc., through its operating subsidiaries, is actively engaged in the worldwide production and distribution of motion pictures, television programming, home video, interactive media, music and licensed merchandise. The company owns the world's largest library of modern films, comprising around 4,100 titles. Operating units include Metro-Goldwyn-Mayer Studios Inc., Metro-Goldwyn-Mayer Pictures Inc., United Artists Films Inc., MGM Television Entertainment Inc., MGM Networks Inc., MGM Domestic Networks LLC, MGM Distribution Co, MGM International Television Distribution Inc., Metro-Goldwyn-Mayer Home Entertainment LLC, MGM ON STAGE, MGM Music, MGM Worldwide Digital Media, MGM Consumer Products and MGM Interactive. In addition, MGM has ownership interests in international TV channels reaching nearly 120 countries. MGM ownership is as follows: Providence Equity Partners (29%), TPG (21%), Sony Corporation of America (20%), Comcast (20%), DLJ Merchant Banking Partners (7%) and Quadrangle Group (3%). For more information, visit http://www.mgm.com/

About Lakeshore Entertainments
Lakeshore Entertainment is a leading independent production, finance and international sales and distribution company.   Founded in 1994 by Chairman and CEO Tom Rosenberg, Lakeshore has produced more than 60 films including the Academy Award® winning MILLION DOLLAR BABY as well as RUNAWAY BRIDE, THE MOTHMAN PROPHECIES, the UNDERWORLD franchise, EXORCISM OF EMILY ROSE, CRANK, THE GIFT, AUTUMN IN NEW YORK and ARLINGTON ROAD. Lakeshore’s current and upcoming releases are the romantic comedy “The Ugly Truth” starring Katherine Heigl and Gerard Butler, directed by Robert Luketic through Sony Pictures; “Gamer” a dystopian action thriller starring Gerard Butler set for September 4th through Lionsgate; and “FAME” the dynamic reinvention of the Oscar®-winning film set for September 25 through MGM.

 

CONTACT:
LG MobileComm U.S.A., Inc
Demetra Kavadeles
(707) 328-5307
demetra.kavadeles@lge.com

LG One
Julie Stephens
(310) 524-7964
Julie.stephens@lg-one.com

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