UNIVERSAL PICTURES ANNOUNCES 'ROBIN HOOD: LIONHEARTS' PROGRAM TO RECOGNIZE MODERN-DAY HEROES

$40,000 in Awards to be Given to Lionhearts to be Shared With Their Cause of Choice

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Apr 12, 2010, 06:19 ET

UNIVERSAL CITY, Calif., April 12 /PRNewswire/ -- Universal Pictures announced today the launch of its "Robin Hood: Lionhearts" program, a cause-based initiative designed to reward those who dedicate their time to change the world ... the heroes who inspire us by making selfless contributions to their communities. In support of Universal's upcoming epic action-adventure Robin Hood, starring Oscar® winner Russell Crowe, the initiative will embody the legendary Robin Hood message in a modern way—through peer sharing and social networking.

The program gives Lionhearts-people who make a positive impact in society via their participation in a cause or charity-the opportunity to share their stories of philanthropy and garner votes of support from friends, family and colleagues. Three Lionhearts will win a Grand Award and receive $5,000 each, in addition to $5,000 to share with a cause of their choice. Ten Lionhearts will win a First Award and receive $500 each, in addition to $500 to share with a cause of their choice. During the three-phase campaign, Lionhearts will be featured through an online profile, along with their chosen cause. Universal Pictures is pleased to partner with three not-for-profits: United Way (http://www.liveunited.org), City Year (http://www.cityyear.org) and Robin Hood (http://www.robinhood.org), to identify Lionhearts in their respective organizations.

The promotion's website, which is fully integrated with YouTube, Twitter and Flickr, will pull in conversations about the Lionheart, thereby displaying in real-time the amount of buzz surrounding a candidate. A Lionhearts program on the social hub Peer will provide an additional channel for participants and fans to share the initiative across 20 social networking platforms, as they earn rewards for doing so. Lionhearts will be able to engage their friends and actively evolve the conversations through their social networking activity. For more information about the program, please visit http://www.robinhoodlionhearts.com.

About the film

Academy Award® winner Russell Crowe reunites with his blockbuster Gladiator director, filmmaking legend Ridley Scott, for the epic action-adventure Robin Hood. Joining with Oscar®-winning actress Cate Blanchett, Oscar®-winning producer Brian Grazer and Oscar®-winning screenwriter Brian Helgeland, they tell the story of the legendary figure known by generations as "Robin Hood," whose exploits have endured in popular mythology and ignited the imagination of those who share his spirit of adventure and righteousness. In 13th century England, Robin and his band of marauders confront corruption in a local village and challenge the crown to alter the balance of power between the king and all of his subjects. And whether outlaw or hero, one man from humble beginnings will become an eternal symbol of freedom for his people. Universal Pictures will release Robin Hood on May 14, 2010. www.robinhoodthemovie.com

About United Way

United Way is a worldwide network in 45 countries and territories, including nearly 1,300 local organizations in the U.S., it advances the common good, creating opportunities for a better life for all, by focusing on the three key building blocks of education, income and health. The United Way movement creates long lasting community change by addressing the underlying causes of problems that prevent progress in these areas. LIVE UNITED is a call to action for everyone to become a part of the change. For more information about United Way, please visit: www.liveunited.org.

About City Year, Inc.

City Year unites young people of all backgrounds for a year of full-time service, giving them the skills and opportunities to change the world. As tutors, mentors and role models, these diverse young leaders help children stay in school and on track, and transform schools and communities across the United States, as well as through international affiliates. Founded in Boston in 1988, City Year has established programs in Boston; Chicago; Cleveland; Columbia, SC; Columbus; Detroit; Little Rock/North Little Rock; Los Angeles; Louisiana: Baton Rouge; Louisiana: New Orleans; Miami; Milwaukee; New Hampshire; New York; Greater Philadelphia; Rhode Island; San Antonio; San Jose/Silicon Valley; Seattle/King County; and Washington, D.C.; and international affiliates in Johannesburg, South Africa and London, England. City Year is a proud member of AmeriCorps. Please visit www.cityyear.org for more information.

About Robin Hood

Robin Hood holds steadfast to a single mission: fight poverty in New York City. They find, fund and create programs and schools that generate measurable results for families in New York City's poorest neighborhoods. Robin Hood works closely with the 200 organizations they support to help the groups reach capacity and maximize outcomes. In 2009, Robin Hood invested $130 million in 200 programs and schools, touching approximately 430,000 New Yorkers. A rigorous system of metrics and third-party evaluation of these groups guarantee accountability. The board pays all administrative, fundraising and evaluation costs, so 100 percent of donations go directly to organizations helping New Yorkers in need to build better lives. http://www.robinhood.org

SOURCE Universal Pictures