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Press Release

04/07/2004

LIFE'S GOOD FOR LG ELECTRONICS ON ACADEMY AWARDS WEEKEND

Kodak Theater, 'Rings' Party, IFP Independent Spirit Awards, Other Venues Feature

Kodak Theater, 'Rings' Party, IFP Independent Spirit Awards, Other Venues Feature
LG HDTV Plasma Displays


HOLLYWOOD, Feb. 27, 2004 - LG Electronics steps into the limelight for Tinseltown's most exciting star-studded weekend - The 76th Annual Academy Awards.

The global digital technology leader's top-of-the-line digital display products will be front and center at a series of high-profile events surrounding Hollywood's pre-eminent annual awards ceremonies. LG's participation in Oscar weekend festivities underscores its commitment to entertainment and the arts, exposes its brand to key influencers and showcases some of the world's hottest films displayed on LG's cutting-edge digital display and media technologies.

For instance, LG HDTV plasma displays will star at the site of the Feb. 29 Academy Awards ceremonies. Backstage at the Kodak Theatre, the Architectural Digest Greenroom at the 76th Academy Awards is the exclusive celebrity gathering spot during both rehearsals and the worldwide telecast. The greenroom is where presenters - Tom Hanks, Nicole Kidman, Steven Spielberg, Jude Law, Charlize Theron, Sean Connery and many more - await their cues before stepping into the spotlight.
The room's glamorous Hollywood Regency theme, created by production designer Roy Christopher and his wife, Dorothy, is built around two 50-inch HDTV plasma displays from LG Electronics. "The Architectural Digest Greenroom adds a surprise touch of backstage luxury on Hollywood's biggest night," said Amy Churgin, VP and Publisher of Architectural Digest. In addition to their starring role in the green room, giant LG plasma screens also will flank the stage in the Kodak Theater during the Oscars.

New Line Cinema selected LG Electronics as its exclusive consumer electronics partner for the VIP viewing event and post-awards party at the Pacific Design Center in West Hollywood, expected to be the hottest, must-attend Oscar night affair. The event will feature a live HDTV broadcast of the 76th Annual Academy Awards for more than 500 assembled guests and dignitaries to honor New Line's formidable Oscar contender, Lord of the Rings: Return of the King. The event will be displayed on two dozen LG Electronics 60- and 50-inch HDTV plasma display panels. Across town at Morton's, LG's 60-inch HDTV plasma technology also will be featured during the star-studded Vanity Fair post-Oscar event.

What's more, other Oscar weekend events include Saturday's IFP Independent Spirit Awards, the motion picture industry's awards program honoring the finest independent films. In a gigantic tent on the Santa Monica beach, more than 1,300 guests, including Tom Cruise, Bill Murray and Naomi Watts, among many others, will view the ceremonies on 20 LG 60- and 50-inch widescreen HDTV plasma display panels. LG plasmas also are featured backstage in the various venues, including the IFP Leaf Lounge co-sponsored by Turning Leaf Vineyards.

LG's participation in prestigious Academy Awards weekend events is consistent with the company's aggressive 2004 branding strategy, which has been launched with a series of high-profile events - including the unveiling of the world's first high-definition Times Square electronic billboard, a major presence at the 2004 Consumer Electronics Show and sponsorship of the 2004 Sundance Film Festival - all under the new marketing theme "LG: Life's Good."

Last month, LG was Presenting Sponsor and official consumer electronics brand of the 2004 Sundance Film Festival. There, LG displays played a lead role in key festival venues and where LG products were prominently displayed at such premieres as New Line's Butterfly Effect and Naomi Watts' We Don't Live Here Anymore. LG also presided over the reopening of the historic Wiltern LG Theater, one of southern California's most beautiful art deco performance venues, which was restored through underwriting from LG Electronics, and today sports some of the company's exciting new digital display technology.

LG Electronics has committed more than $100 million in 2004 to promote its brand in the U.S. The branding campaign, along with the billboard, are part of a number of exciting marketing and brand-building initiatives the company will be pursuing to reinforce its emerging status as a leader in developing '"smart luxury," cutting-edge digital display, home appliance and mobile phone products.

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