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Press Release

03/11/2004

LG Electronics Digital Display Products Debut at Sundance Film Festival

Digital Center, Sundance Online Film Festival 'LG Theater,' Sundance House Highlight Partnership Between Global Digital Technology Leader and Sundance Film Festival

Digital Center, Sundance Online Film Festival 'LG Theater,' Sundance House Highlight Partnership Between Global Digital Technology Leader and Sundance Film Festival

PARK CITY, Utah, Jan. 15, 2004 - State-of-the-art digital display technology from LG Electronics will be seen for the first time by thousands of film enthusiasts attending the 2004 Sundance Film Festival, recognized as the world's leading venue for showcasing independent films.

LG's top-level "Presenting Sponsorship" coincides with the U.S. launch of its new line of flat-panel TVs, including plasma and liquid-crystal displays, and digital high-definition television (HDTV) technology. In addition, LG Mobile Phones will be the official mobile phone provider for the Jan.15-25, 2004 Festival.

LG's strong presence, its first ever at the Sundance Film Festival, underscores the global consumer electronics company's commitment to establishing a significant U.S. market presence among consumers who are video and film enthusiasts, many of whom are considering creating a home theater experience using the best digital display technology.

"We are excited that LG's innovative digital technologies and HDTV are playing a leading role in bringing independent films to a growing audience in the U.S. and around the world," said Ian Calderon, director of digital initiatives for the Sundance Institute. "In particular, LG's large, flat screens will enhance the Sundance Digital Center experience for filmmakers and visitors alike.

The Sundance Film Festival represents a major component of the aggressive brand campaign focused on positioning LG Electronics as a leader in digital video display technologies in the United States and around the world, according to Michael Ahn, president of LG Electronics USA, Inc.

"LG Electronics is delighted to support the arts through technology by collaborating for the first time with the Sundance Institute," Ahn said. "LG's innovative products have particular appeal to technologically savvy consumers who want to view films the way filmmakers intended them to be seen - on a big, wide screen - and we believe the Sundance Film Festival is an ideal venue to showcase those products."

LG's latest display products will be used at a variety of locales throughout Park City during the Festival, including the Sundance House, Festival Headquarters, and the Sundance Digital Center. LG digital displays will be an integral component of the Sundance House (at the Kimball Art Center on Main Street), the gathering place for filmmakers and filmgoers. The Sundance Festival Headquarters (Park City Marriott), the new Music Caf�, the Filmmaker Lodge and the main box office in Park City also will feature LG digital displays.

Back by popular demand will be two popular digital entertainment venues (previously launched under LG's "Zenith" brand): the Sundance Online Film Festival LG Theatre and Digital Caf�, both located in the Sundance Digital Center. Designed to support the Sundance Online Film Festival, the LG Theatre is a state-of-the-art environment for online filmmakers to screen their works on LG's widescreen 60-inch plasma display. The Digital Caf� will feature an array of LG LCD (liquid crystal display) HDTV monitors, showing online films and providing Internet access for Festival-goers while they discuss their favorite films over a beverage.

Independent film aficionados, both those who attend the Sundance Film Festival, and those who follow the Festival from afar, are a perfect fit for LG's 2004 marketing campaign: "Life's Good." Calderon said LG's major presence at the 2004 Sundance Film Festival builds on the success of LG's Zenith subsidiary over the past three years. "We are delighted that LG has made the decision to expand its commitment to the Festival for 2004 and bring the latest digital display technology to Park City."
LG Electronics, Inc. (Korea Stock Exchange: 6657.KS) was established in'58 as the pioneer in the Korean consumer electronics market. The company is a global force in electronics, information and communications products with more than 64,000 employees working in 76 overseas subsidiaries and marketing units around the world. LG Electronics comprises' three primary business companies: Digital Display & Media, Digital Appliance, and Telecommunication Equipment & Handset. LG Electronics' goal is to enable the intelligent networking of digital products that will make consumers' lives better than ever. For more information, please visit www.lgeus.com.

The Sundance Film Festival, presented by the Sundance Institute since'85, is the premiere international showcase for independent film. The Festival attracts more than 35,000 people to Park City, Utah. The Sundance Institute, founded by Robert Redford in'81, is dedicated to the development of artists of independent vision and the exhibition of their new work. More information about the Sundance Institute and its programs is available at www.sundance.org.

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