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Heroes Mobile Promotion

Leveraging the power of digital media, Universal Studios Home Entertainment is launching an innovative new program that offers consumers the opportunity to sample exclusive DVD bonus features prior to purchase via their mobile phones. Starting August 19 and August 25, 2008, respectively, fans of Heroes and The Office can be the first to view a glimpse of all-new, exclusive extras of the upcoming releases simply by texting a code from their Sprint, T-Mobile, Verizon and AT&T phones. This feature is designed to enhance the DVD buying experience by giving consumers a taste of the exciting bonus content while they shop.

"Merging DVD content with emerging digital platforms is in keeping with Universal Studios Home Entertainment's strategic commitment to marketing innovation and utilizing cutting-edge technology," said Craig Kornblau, President Universal Studios Home Entertainment and Universal Pictures Digital Platforms. "Research shows that bonus features are a driving factor in DVD purchasing. Allowing consumers to sample these great DVD extras while shopping adds to the retail experience and will, we believe, positively impact buying decisions."

DVD packaging will prompt consumers to text a code to 62288. They will receive a return text with a link to a mobile compatible website where they can select to view a DVD sneak peek from the latest season DVDs of two of television's most-watched properties. These instructions will also appear in print advertising, giving consumers the ability to watch the previews from their mobile devices anytime, anywhere.

For Heroes Season 2 (available August 26) fans can text "SNEAK" to 62288 to see a 45-second look at a DVD bonus feature that takes you behind the scenes of the eagerly anticipated, closely guarded third season of the Emmy -nominated pop-culture phenomenon. For the Emmy and Golden Globe -winning The Office Season 4 (in stores on September 2), mobile device users can text "SCENE" to 62288 to see a deleted scene available exclusively on DVD and via this promotion.

Standard rates apply. For T-Mobile, other charges may apply. -- 08/22/08


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