Press Release

02/13/2008

LG MOBILE PHONES, PARAMOUNT PICTURES AND MARVEL STUDIOS UNITE FOR JOINT PARTNERSHIP SUPPORTING THE UPCOMING FILM ADAPTATION OF "IRON MAN"

LG Mobile Phones, Paramount Pictures and Marvel Studios Unite for Joint Partnership Supporting the Upcoming Film Adaptation of "Iron Man"

LG Mobile Phones, Paramount Pictures and Marvel Studios Unite for Joint Partnership Supporting the Upcoming Film Adaptation of "Iron Man"

Tie-In With Star-Studded Action Film Underscores LG's Technology Leadership


LAS VEGAS - January 7, 2008 - LG Electronics MobileComm U.S.A, Inc. (LG Mobile Phones) today announced its partnership with Paramount Pictures and Marvel Studios to launch a multi-faceted campaign to promote the role of technology in the upcoming Marvel Studios film "Iron Man," to be distributed by Paramount Pictures. Ehtisham Rabbani, vice president of product strategy & marketing of LG Mobile Phones, LeeAnne Stables, senior vice president worldwide marketing partnerships, Paramount Pictures and "Iron Man" director Jon Favreau announced the partnership today at the 2008 International CES, the world's largest consumer technology trade show.
Prior to the film's May 2, 2008 release date, LG will unveil advertising, as well as retail, online and consumer electronics industry initiatives to showcase the company's high-tech expertise and "leading role" in developing sophisticated and aesthetically pleasing multimedia devices.
"In today's fast-paced world, cell phones often perform heroic feats when it comes to connecting consumers with friends and family, solving business problems and staying current with up-to-the-minute news and entertainment," said Rabbani. "'Iron Man' lead character, Tony Stark (played by Oscar� nominee Robert Downey Jr.), embodies what LG is all about by pushing technology boundaries and insisting on having the most innovative and advanced gadgets, including his mobile phone."
"Paramount is thrilled to have a brand leader like LG aligned with this technology-driven, action-packed film," said Paramount's Stables.
"Technology is an important element in "Iron Man" and we are very excited to be working with LG," added the film's director Jon Favreau. "LG brings a stylistic and advanced technology approach that complements 'Iron Man,'" said the film's producer, Kevin Feige.
Paramount Pictures and Marvel Entertainment Present a Marvel Studios Production "Iron Man" starring Robert Downey Jr., Terrence Howard, Jeff Bridges, Shaun Toub and Gwyneth Paltrow. The film tells the story of Tony Stark, a billionaire industrialist and genius inventor who is kidnapped and forced to build a devastating weapon. Instead, using his intelligence and ingenuity, Tony builds a high-tech suit of armor and escapes captivity. When he uncovers a nefarious plot with global implications, he dons his powerful armor and vows to protect the world as Iron Man. The film is directed by Jon Favreau who will also be in attendance at LG's CES booth today at 1:30 p.m. alongside Iron Man's suit. The film's screenplay is by Mark Fergus & Hawk Ostby and Art Marcum & Matt Holloway. The producers are Avi Arad and Kevin Feige. The executive producers are Louis D'Esposito, Peter Billingsley, Jon Favreau, Stan Lee and David Maisel.


About LG Electronics Mobile Communications Company

LG Electronics Mobile Communications Company is the world's leading provider of UMTS (WCDMA), CDMA and GSM handsets, which have been designed to improve the value of customer life. With a total range of wired and wireless solutions, the company is rapidly establishing a global presence and growing its international market share in 3G handsets. For more information please visit www.LGusa.com.

About Paramount Pictures

Paramount Pictures Corporation (PPC), a global and distributor of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B producer), a leading content company with prominent and respected film, television and digital entertainment brands. The company's labels include Paramount Pictures, Paramount Vantage, Paramount Classics, MTV Films, Nickelodeon Movies and DreamWorks Studios. PPC operations also include Paramount Digital Entertainment, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studios, and Worldwide Television Distribution.

About Marvel Entertainment, Inc.

With a library of over 5,000 high-profile characters built over more than sixty years of comic book publishing, Marvel Entertainment, Inc. is one of the world's most prominent character-based entertainment companies. Marvel utilizes its character franchises in licensing, entertainment (via Marvel Studios), publishing (via Marvel Comics) and toys, with emphasis on feature films, home DVD, consumer products, video games, action figures and role-playing toys, television and promotions. Marvel's strategy is to leverage its franchises in a growing array of opportunities around the world. For more information visit www.marvel.com.

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