DreamWorks Animation and NBC Join Forces in First-of-its-Kind Promotional Partnership During NBC's Broadcast of 2010 Olympic Winter Games

News provided by

Feb 09, 2010, 07:00 ET

HOLLYWOOD, Calif., Feb. 9 /PRNewswire/ -- DreamWorks Animation SKG, Inc. (Nasdaq: DWA) and NBC today announced that they have joined forces in a first-of-its-kind televised promotional partnership that will debut on Tuesday, February 9th, just three days before the commencement of the network's broadcast of the Vancouver 2010 Olympic Winter Games.

(Photo: http://www.newscom.com/cgi-bin/prnh/20100209/LA51733-a)

(Logo: http://www.newscom.com/cgi-bin/prnh/20100209/LA51733LOGO-b)

(Logo: http://www.newscom.com/cgi-bin/prnh/19991206/PARLOGO)

With an eye toward audiences of all ages and promoting both NBC's broadcast of the Olympics and DreamWorks Animation's upcoming theatrical release of its 3D animated feature film, HOW TO TRAIN YOUR DRAGON, DreamWorks Animation has produced a series of seven winter sports-themed custom, CG animated vignettes tied to the film, which opens nationwide on March 26th. The vignettes will be fully integrated across all NBC platforms, including the "Today" Show, CNBC, USA and MSNBC as well as during the network's regularly scheduled telecasts of the Vancouver Games.

The entire series is narrated by Emmy Award-nominated late-night talk show host, Craig Ferguson and directed by Tim Johnson, Executive Producer of HOW TO TRAIN YOUR DRAGON. Featuring the characters from the feature film as they compete in humorous variations of the "Dragon/Viking" sports from the mythical Viking Games of 1010, the custom vignettes include competitions such as snowboarding, speed skating, bobsledding and ski jumping.

"We were inspired by the Nordic-like setting of this year's Winter Games in Vancouver and tied it to our imagined story of burly Vikings on a desolate island we call 'Berk,'" said Chris Sanders, one of the Directors of DreamWorks Animation's HOW TO TRAIN YOUR DRAGON. "The result is a series of fun vignettes that take our characters to the 11th century as they compete in Viking Games of their own kind ... with the added pressure of fire-breathing Dragons constantly on their tails!"

DreamWorks Animation's HOW TO TRAIN YOUR DRAGON is set in the mythical world of burly Vikings and wild dragons. Based on the book by Cressida Cowell, the action comedy tells the story of Hiccup, a Viking teenager who doesn't exactly fit in with his tribe's longstanding tradition of heroic dragon slayers. Hiccup's world is turned upside down when he encounters a dragon that challenges him and his fellow Vikings to see the world from an entirely different point of view.

HOW TO TRAIN YOUR DRAGON stars Jay Baruchel, Gerard Butler, Craig Ferguson, America Ferrera, Jonah Hill, Christopher Mintz-Plasse, T.J. Miller and Kristen Wiig. The film is produced by Bonnie Arnold and directed by Chris Sanders and Dean DeBlois. It is being distributed by Paramount Pictures. This film is rated PG.

About DreamWorks Animation

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. All of DreamWorks Animation's feature films are now being produced in 3D. The Company has theatrically released a total of 18 animated feature films, including the franchise properties Shrek, Madagascar and Kung Fu Panda.

About Paramount Pictures Corporation

Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), 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 and Nickelodeon Movies. PPC operations also include Paramount Digital Entertainment, Paramount Famous Productions, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studio Group, and Worldwide Television Distribution.

Caution Concerning Forward-Looking Statements

This document includes certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The Company's plans, prospects, strategies, proposals and our beliefs and expectations concerning performance of our current and future releases and anticipated talent, directors and storyline for our upcoming films and other projects, constitute forward-looking statements. These statements are based on current expectations, estimates, forecasts and projections about the industry in which we operate and management's beliefs and assumptions. These statements are not guarantees of future performance and involve risks, uncertainties and assumptions which are difficult to predict. Actual results may vary materially from those expressed or implied by the statements herein due to changes in economic, business, competitive, technological and/or regulatory factors, and other risks and uncertainties affecting the operation of the business of DreamWorks Animation SKG, Inc. These risks and uncertainties include: audience acceptance of our films, our dependence on the success of a limited number of releases each year, the increasing cost of producing and marketing feature films, piracy of motion pictures, the effect of rapid technological change or alternative forms of entertainment and our need to protect our proprietary technology and enhance or develop new technology. In addition, due to the uncertainties and risks involved in the development and production of animated feature projects, the release dates for the projects described in this document may be delayed. For a further list and description of such risks and uncertainties, see the reports filed by us with the Securities and Exchange Commission, including our most recent annual report on Form 10-K and our most recent quarterly reports on Form 10-Q. DreamWorks Animation is under no obligation to, and expressly disclaims any obligation to, update or alter its forward-looking statements, whether as a result of new information, future events, changes in assumptions or otherwise.

SOURCE Paramount Pictures