Sheets™ Energy Strips and NCM Media Networks Energize The Big Screen

New “Take A Sheet™” Cinema Ad Campaign Starring International Recording Artist Pitbull to Premiere in NCM’s FirstLook

October 3, 2011
"Sheets™ is always looking for groundbreaking ways to elevate and distinguish itself from the traditional advertising campaigns"

NEW YORK & CENTENNIAL, Colo.--(BUSINESS WIRE)--Sheets™ Energy Strips, “the new way to do energy,” will energize audiences in movie theaters across the country with a new cinema advertising campaign in NCM Media Networks’ FirstLook pre-feature program.

Launching on the big screen with the brand’s funny, original “Take A Sheet™” creative campaign, Sheets™ will use the high-impact medium of cinema to premiere a new spot starring international recording artist Pitbull in an entertaining red carpet interview. Pitbull and his team spearhead the brand's Hispanic marketing efforts, working together to create innovative advertising, marketing and promotional initiatives to reach Latino consumers worldwide.

The new Sheets™ Energy Strips cinema campaign is timed to support the brand’s expansion into leading national retailers including Walgreens, Wal-Mart, Duane Reade and GNC.

Unlike “energy drinks,” Sheets™ Energy Strips are distinctive because they are paper-thin, individually wrapped, dissolvable pocket-sized strips. When placed on your tongue, the strips begin to dissolve instantly and are easily swallowed and digested, delivering hours of energy. With multiple flavors, Sheets™ won’t spill or melt, have no calories, no carbohydrates, no sugar and require no water. Sheets™ uses proprietary technology that provides a breakthrough delivery system enabling consumers to get fast-acting energy — anytime, anywhere.

“Sheets™ is always looking for groundbreaking ways to elevate and distinguish itself from the traditional advertising campaigns,” said Warren Struhl, CEO of PureBrands, the owner of Sheets™ Energy Strips. “We are thrilled to partner with National CineMedia and have our Sheets™ ads reach consumers through a new and exciting channel.”

“There is no better place than the movies for Sheets™ Energy Strips to reach an engaged audience of active, on-the-go adults,” said Cliff Marks, president of sales and marketing with NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. “It is especially energizing to be working together because NCM has not only become a marketing partner, but also a Sheets™ shareholder. I look forward to launching this innovative consumer packaged goods product and establishing a new national brand through the power of cinema.”

NCM’s FirstLook pre-show program and cinema advertising content is seen by over 690 million movie patrons annually across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other leading regional theater circuits in 175 Designated Market Areas® (49 of the top 50).

About National CineMedia (NCM)

NCM operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM Fathom present cinema advertising and events across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM’s theater advertising network covers 175 Designated Market Areas® (49 of the top 50) and includes over 18,100 screens (16,800 digital). During 2010, over 690 million patrons attended movies shown in theaters in which NCM currently has exclusive, cinema advertising agreements in place. The NCM Fathom Events broadcast network is comprised of nearly 700 locations in 165 Designated Market Areas® (all of the top 50). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing 42 entertainment-related websites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 48.7% interest in and is the managing member of National CineMedia LLC. For more information, visit www.nationalcinemedia.com or www.ncm.com.

About PureBrands:

PureBrands, is a holding company that creates, acquires and markets proprietary and differentiated consumer products. It is the vision of a world-class team of physicians, scientists, athletes and entrepreneurs all dedicated to creating and selling revolutionary solutions to address a wide range of consumer lifestyle and wellness needs using proprietary wearable, topical, transdermal, and oral nutritional delivery systems. The company's inaugural product is Sheets™ Energy Strips which launched in June 2011. Some of the world's best athletes and hottest entertainers are founding partners in PureBrands, including superstar athletes LeBron James and Amar'e Stoudemire, as well as award-winning entertainers Drake and Pitbull. For more information, visit http://www.takeasheet.com.

Contact:

NCM Media Networks
Lauren Leff, 303-957-1709
lauren.leff@ncm.com
or
DKC/PureBrands
Matthew Altman, 212-981-5225
Matthew_Altman@dkcnews.com
or
Sony Music
Tom Muzquiz, 310-272-2638
Tom.Muzquiz@sonymusic.com