The One Club and National Cinemedia Introduce New Larger Than Life Competition Recognizing Excellence in Cinema Advertising

Winning Entrant Eligible for Prestigious One Show Gold Pencil

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Winning Cinema Advertising Entry to be Produced by RSA Films

May 9, 2006
"The competition is a unique opportunity for The One Club to promote and recognize new creative concepts in cinema advertising. With the generous support of National CineMedia these concepts can be realized, produced and screened in major markets"

The One Club, the world's foremost non-profit organization for the recognition and promotion of excellence in advertising, and National CineMedia, the leading digital content and advertising provider for movie theatres in the U.S., are partnering to broaden the One Show Non-Broadcast category to include a new cinema advertising competition.

The new cinema category invites the creative community to submit storyboards beginning in September 2006 for a 60 second cinema advertisement. The storyboards will be judged by the 2007 One Show jury of award-winning art directors, copywriters and creative directors with the category winner becoming eligible for the prestigious Gold Pencil award, considered the pinnacle of achievement in the advertising field.

National CineMedia will award the production resources of RSA Films, as well as media for the finished advertisement to be showcased to over 10 million moviegoers in approximately 425 theatres on 4,200 movie screens throughout the U.S. Award-winning RSA Films is one of the world’s leading commercial advertising and music video production companies. Founded by Sir Ridley Scott (“Bladerunner,” “Alien,” “Gladiator”) and Tony Scott (“Top Gun,” “True Romance,” “Enemy of the State”), the company will produce the winning entrant’s cinema advertising campaign.

“The competition is a unique opportunity for The One Club to promote and recognize new creative concepts in cinema advertising. With the generous support of National CineMedia these concepts can be realized, produced and screened in major markets,” said Mary Warlick, executive director of The One Club.

“Cinema is a place for larger than life creative,” added Cliff Marks, National CineMedia’s president of sales and marketing. “With its big screen, big sound environment and large engaged audience, an emotional connection can be created in cinema like no other medium. Cinema advertising has the potential to generate strong bonds and amazing recall with in-theatre audiences, but at the center has to be extraordinary creative and powerful storytelling. We are pleased to be partnering with The One Club to identify and honor the best the industry has to offer.”

Fame Awaits Winner of Larger Than Life Competition

To create awareness, National CineMedia has developed a Larger Than Life marketing campaign supporting the competition and new Gold Pencil category. The campaign, created by New York’s CO-OP AGENCY212, consists of a series of viral emails featuring several award-winning industry creative directors in unusual situations followed by the tagline Fame Awaits You.

The first of the viral spots stars multiple One Show Pencil winner Jeff Kling, executive creative director at Euro RSCG Worldwide in New York. In the three humorous viral online spots featuring Kling, he is seen interacting with his home video camera in night vision, waxing on about his industry stardom while expressing his obvious love for his One Show Pencil and the notoriety it has brought him.

Bob Barrie, art director at Fallon and Eric Silver, executive vice president and executive creative director at BBDO New York, will be featured in upcoming Larger Than Life viral spots.

A series of Larger Than Life print ads will also appear in industry trade publications featuring senior executives from agencies and brand companies. Participants include Scott Berg, director, worldwide media, Hewlett-Packard; Bill Cella, chairman and CEO, MAGNA Global Worldwide; Steve Grubbs, CEO, phd North America; Bill Nielsen, senior director, Xbox Global Partnership Marketing; and Charlie Rutman, CEO, MPG. Additional, online banner advertisements will appear on industry websites supporting the new competition, directing people to the contest’s website at www.largerthanlifecontest.com.

Rules and entry information for National CineMedia’s Larger Than Life competition will be announced next month.

About The One Club

The One Club is the world’s foremost non-profit organization for the recognition and promotion of excellence in advertising. Founded in 1975 and based in New York City, The One Club produces three annual awards competitions: The One Show, One Show Design and One Show Interactive, which culminate in awards ceremonies held in New York City each May.

As part of The One Club’s mission to support the next generation of advertising professionals, the non-profit organization nurtures emerging talent through scholarships, portfolio reviews and an annual student exhibition and competition. The One Club maintains a full-time exhibition gallery, hosts an ongoing series of lectures and events, and produces publications that include the quarterly one.a magazine and The One Show and One Show Interactive annuals.

About National CineMedia

National CineMedia, LLC is a venture of AMC Entertainment Inc., Cinemark USA, Inc. and Regal Entertainment Group (NYSE: RGC), three of the world's leading theatrical exhibition companies. The company develops pre feature entertainment; cinema and lobby advertising products; comprehensive meeting and event services; and alternative forms of entertainment content for distribution across the approximately 13,000 screens operated by its owner theatre circuits and other theatre affiliates. Over 11,000 of these screens are part of NCM’s Digital Content Network (DCN), the world's largest in-theatre digital distribution network. The network provides content and advertising to 150 markets, including 49 of the top 50, reaching 525 million movie patrons annually. For additional information, please go to www.ncm.com.

About RSA Films

RSA Films, Inc. was founded in 1968, by Sir Ridley Scott (“Bladerunner,” “Alien”, “Gladiator”) and Tony Scott (“Top Gun”, “True Romance”, “Enemy of the State”) and is now one of the leading film, television advertising commercials and music video production companies in the world. Headed by President Jules Daly, RSA Films has an established reputation for creating innovating and groundbreaking commercials for some of the world’s most recognized corporate brands. Headquartered in Los Angeles, with offices in New York and London, RSA Films has a roster of over thirty directors. Among the prestigious awards RSA has garnered is an Emmy Award for Best Commercial for “Nike Move” and the announcement in TV Guide that Ridley Scott’s “1984” Apple Computer spot was voted The Best Commercial of All-Time. RSA has collected numerous GOLDEN LIONS, EMMYS, BAFTA, AICP, Cleo, MTV and MVPA awards since its inception.

Contact:

National CineMedia
Lauren Leff, 212-931-8107
lauren.leff@ncm.com
or
The One Club
Diane Stefani, 212-255-8455
diane@rosengrouppr.com
or
PMK/HBH for RSA Films
Bill Harrison, 310-967-3789
bill.harrison@pmkhbh.com