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Press Release

12/07/2009

LG MOBILE PHONES CREATES INTEGRATED, MULTI-MEDIA MARKETING CAMPAIGN FOR JAMES CAMERON’S “AVATAR”

Movie Tie-In Promotes LG eXpo, a Feature-rich Smartphone with a Mobile Projector Campaign Elements Include TV Spot, Film-Themed Micro Site, Interactive Facebook Page and Applications

San Diego, December 7, 2009 - LG Electronics MobileComm U.S.A. Inc. (LG Mobile Phones), in partnership with Twentieth Century Fox and Lightstorm Entertainment, has created a multi-faceted marketing campaign tied to the highly anticipated epic adventure film – AVATAR- written and directed by Oscar®-winning filmmaker James Cameron (“Titanic”).

LG Mobile Phones has created a marketing campaign that will appeal to forward-thinking technology enthusiasts. The marketing execution includes a TV spot that features the “Avatar” movie trailer footage being projected from LG eXpo, a smartphone handset that features a detachable mobile projector. To further support the campaign, LG developed an interactive micro site, www.lgexpo.com, which includes exclusive movie content, and is also launching an exclusive joint-sponsored Facebook page between FOX and MTV.

“AVATAR was created using a revolutionary technology with a new generation of special effects to tell this story.  I was grateful to have the opportunity to work with a cast and crew that allowed me to take risks,” said AVATAR Director James Cameron.  “To be supported by a brand such as LG Mobile Phones, which continually strives to push technological boundaries, provided additional reinforcement for this endeavour.”

In AVATAR, human “drivers” have their consciousness linked to an avatar, a remotely-controlled biological body that can survive in alien world’s lethal air.  These avatars are genetically engineered hybrids of human DNA mixed with DNA from the natives of Pandora… the Na’vi.  LG Mobile Phones is bringing users one step closer to their own Avatar-like experience through the advanced projection capabilities of LG eXpo, which allows users to digitally project their own images, videos, and documents - anywhere, anytime, and to anyone.

“Just as AVATAR breaks through all levels of filmmaking technology, LG eXpo offers unprecedented advances in mobile technology,” said Ehtisham Rabbani, vice president of product strategy and marketing for LG Mobile Phones. “We share in the excitement around this cutting-edge, highly anticipated movie. As a technology leader, LG values and appreciates the research and development required to create a groundbreaking film – or product – that transports consumers to a place they have never experienced before.”

CAMPAIGN DETAILS


TV Advertising - To promote the film and its involvement, LG Mobile Phones created a 30-second TV spot, which features the movie trailer for the highly anticipated film. The spot showcases a humorous interchange between co-workers who compete to be in the know about the latest and greatest in technology. The ad will begin appearing on national TV (network and cable programming) on December 7, 2009.

LG Mobile Phones Facebook Page and Exclusive Applications - The campaign also includes an interactive joint-sponsored Facebook page between FOX, MTV and LG. The page will promote the live event on Dec. 3 with James Cameron and the stars of “Avatar” that will be hosted by MTV’s Josh Horowitz, and presented by LG.  During the live event, fans will hear about the director’s and cast members’ experiences.  The director and cast will answer live pre-submitted questions about the highly anticipated blockbuster film.  This is only the third time Facebook has hosted a live talkback. The page will feature an application that allows movie enthusiasts to submit questions via video. Five of the video questions will be chosen and played for the film’s director and cast members, who will respond during the live talkback.

LG Mobile Phones Micro Site - The movie-themed micro site, www.lgexpo.com, will give fans a deep, rich movie-tie in experience. The site, set to launch on December 3, contains exclusive content from the film. It also features two characters – Jim and Dale – who are the ultimate Avatar and LG eXpo fans and give visitors to the site, an online video demonstration of LG eXpo and its advanced exclusive features, such as the Mobile Projector.

“Avatar”--  AVATAR takes us to a spectacular world beyond imagination, where a reluctant hero embarks on an epic adventure, ultimately fighting to save the alien world he has learned to call home. James Cameron, the Oscar-winning director of “Titanic,” first conceived the film 15 years ago, when the means to realize his vision did not yet exist. Now, after four years of production, AVATAR, a live action film with a new generation of special effects, delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film disappears into the emotion of the characters and the sweep of the story.

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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 USD44.7 billion, LG is comprised of five business units –- Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world’s leading producer 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 and a Technology Partner of Formula One™. 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.

About Fox Filmed Entertainment
One of the world’s largest producers and distributors of motion pictures, Fox Filmed Entertainment produces, acquires and distributes motion pictures throughout the world.  These motion pictures are produced or acquired by the following units of FFE:  Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International, and Twentieth Century Fox Animation.

CONTACT:
LG Mobile Phones
Demetra Kavadeles
(707) 328-5307
demetra.kavadeles@lge.com

LG-One
Julie Stephens
(310) 724-5964
Julie.stephens@lg-one.com

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