Intel Launches First-Ever In-Cinema Campaign

SANTA CLARA, Calif., and NEW YORK -- The plotting penguins of the "Madagascar" franchise from DreamWorks Animation SKG, Inc. (NASDAQ: DWA) get their wily wings on a "top secret" Intel® Core^TM i5 processor in a new ad that marks a theatrical debut of sorts for Intel Corporation. The spot will be shown across the vast Screenvision Network starting Sept. 3, making this the first ad by Intel to appear in cinema.

On more than 15,000 screens across nearly 2,400 theatres, the 30-second ad will air through Sept. 30 in Screenvision's Premium Pod^TM placement immediately preceding the movie trailers. Penetration covers all 50 states and 93 percent of DMAs nationwide. Screenvision currently represents 10 of the top 15 movie exhibitors. The Premium Pod^TM offers the largest audience available for viewing and 55 percent total average recall.

The penguins are popular characters originating in DreamWorks Animations' blockbuster features Madagascar and Madagascar: Escape 2 Africa.
"By partnering with Screenvision, Intel is using the power of cinema to reach consumers in a creative, innovative and extremely entertaining way," said Mike Chico, Screenvision's Executive Vice President of Sales, Marketing and Research. "Intel has created a spot staring the penguins of Madagascar that will not only introduce moviegoers to their product but give them a true visual experience that can only be truly appreciated in a movie theatre."

The product featured in the spot, the Intel® Core^TM i5 processor, delivers unprecedented integration and smart performance, including Intel® Turbo Boost Technology1 for laptops, desktops and embedded devices. It's these features the penguins are after in the whimsical in-cinema ad.