Animal Planet and Kellogg's Apple Jacks Cereal to Sponsor 14th Annual Regal Entertainment Group Free Family Film Festival

Sponsors Combine On-Screen and In-Lobby Promotional Opportunities to Reach Audiences During Summertime Free Movies at Select REG Theatres Nationwide

July 20, 2005
"said Cliff Marks, president, marketing and sales, National CineMedia, the marketing and cinema advertising venture of Regal Entertainment Group and AMC Entertainment Inc."

Animal Planet, the only television network dedicated exclusively to the connection between humans and animals, and Kellogg's Apple Jacks cereal, are exclusive national sponsors of Regal Entertainment Group’s (NYSE: REG) 14th annual Free Family Film Festival. Presented throughout the summer at over 260 select Regal Cinemas, United Artists Theatres and Edwards Theatres nationwide, the Regal Entertainment Group Free Family Film Festival is a community service program offering free movie admission to kids and caregivers twice weekly throughout the summer months. Every Tuesday and Wednesday morning for nine weeks during the summer, kids and families are invited to participating REG theatres to see free G and PG movies, including such popular recent releases as Lemony Snicket's A Series of Unfortunate Events, Garfield: The Movie, Shark Tale and Shrek 2.

During the Festival, Animal Planet and Kellogg’s Apple Jacks will take advantage of REG’s movie theatres as a fully integrated marketing environment. Consumers will interact with the brands through multiple channels, including on-screen branded entertainment pieces prior to each movie screening; in-lobby Festival posters and banners; box office handouts featuring each sponsor's logos and branding messages; promotional video spots running on REG's lobby entertainment network, consisting of approximately 1400 42” theatre-lobby plasma screens; and online promotional materials at

The centerpiece of Animal Planet’s sponsorship is the opportunity to showcase a short segment of entertaining clips from two Wild Wednesday shows, Buggin’ with Ruud and Corwin’s Quest, during the Festival’s pre show. Additionally, Animal Planet will use its title sponsorship to invite fans to meet Jeff Corwin, host of Animal Planet's popular series, The Jeff Corwin Experience and the new series Corwin’s Quest. Corwin plans to make a personal appearance to sign autographs and greet fans at two Regal theatres during the Free Family Film Festival – Norfolk, VA on July 19 and Buford, GA on July 20. Finally, Animal Planet will be giving away one million animal 3D puzzles to tie in with their new Wild Wednesday night programming.

Also during the festival, the new Kellogg’s Apple Jacks characters, CinnaMon and Bad Apple, will magically come to life in select REG theatres via advanced 3-D technology, giving consumers a new interactive experience with the cinnamon cereal. In 40 participating REG theatre lobbies, the colorful Kellogg’s Apple Jacks characters will float out of oversized cereal boxes and interact in mid-air. REG theatre lobbies will have innovative 3-D technology for viewers to help deliver the interactive experience.

"Animal Planet and Kellogg's Apple Jacks cereal’s sponsorship of the 14th annual Free Family Film Festival gives these two great brands the opportunity to interact in a meaningful way with a targeted family audience via in-theatre and in-lobby promotions,” said Cliff Marks, president, marketing and sales, National CineMedia, the marketing and cinema advertising venture of Regal Entertainment Group and AMC Entertainment Inc.

"Animal Planet's fun, educational and kid friendly programming was a natural fit for the 14th annual free film festival,” said Victoria Lowell, senior vice president, marketing, Animal Planet. “We were especially impressed with the multiple consumer touchpoints in the theatre which really will help us bring the brand to life, from the onscreen presence, to the concession, to the posters, lobby plasma screens and box office premiums.”

Screenings of all movies begin at 10AM local time each Tuesday and Wednesday during the Festival season, which begins in June and continues through August; seating is limited on a first-come basis. Movie schedules and the locations of participating theatres are available online at Regal has hosted the Free Family Film Festival each year since 1991.

About National CineMedia, LLC

National CineMedia, LLC is a venture of Regal Entertainment Group (NYSE: RGC) and AMC Entertainment Inc., two of the world’s largest theatrical exhibition companies and pioneers in the development of in-theatre digital distribution technology, pre-show entertainment and cinema advertising. National CineMedia focuses on the marketing and sale of cinema advertising and promotions products; business communications and training services; and the distribution of digital alternative content. The company represents approximately 11,200 North American theatre screens (8,200 digital), reaching more than 450 million movie patrons annually.

For additional information, please go to

About Regal Entertainment Group

Regal Entertainment Group (NYSE: RGC) is the largest motion picture exhibitor in the world. The company's theatre circuit, comprising Regal Cinemas, United Artists Theatres and Edwards Theatres, operates 6,264 screens in 553 locations in 40 states. Regal operates approximately 18% of all indoor screens in the United States including theatres in 44 of the top 50 U.S. markets and growing suburban areas. The size, reach and quality of the company's theatre circuit not only provides patrons with a convenient and enjoyable movie-going experience, but it is also an exceptional platform to realize economies of scale in theatre operations and, through its investment in National CineMedia LLC, utilize Regal’s existing asset base for revenue enhancing opportunities such as cinema advertising, marketing and the distribution of alternative digital content.

Additional information is available on the company's website at or

About Animal Planet

Animal Planet, available in more than 87 million homes nationwide, is the only television network dedicated exclusively to the connection between humans and animals. The network's original programming brings together people of all ages by tapping into a fundamental fascination with animals and providing an entertaining mix of programming including original movies, adventure series, sports, drama and sitcoms. Discovery Networks, U.S., a unit of Discovery Communications, Inc., operates and manages Discovery Channel, TLC, Animal Planet, Travel Channel, Discovery Health Channel, Discovery HD Theater, Discovery Kids Channel, Discovery Times Channel, The Science Channel, Discovery Home Channel, The Military Channel, Discovery en Español and FitTV. The unit also distributes BBC AMERICA.

About Kellogg's Apple Jacks

With 2004 sales of nearly $10 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s Web site at


National CineMedia, New York
Lauren Leff, 212-931-8107
Animal Planet
Alice K. Rao, 240-662-2953
Kellogg Company, Battle Creek, MI
Jenny Enochson, 269-961-3799