Intel Launches First-Ever In-Cinema Campaign

New York, NY – (Sept. 2, 2010)

The plotting penguins of the “Madagascar” franchise from DreamWorks Animation SKG, Inc. (NASDAQ: DWA) get their wily wings on a “top secret” Intel® Core™ 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 theaters, the 30-second ad will air through Sept. 30 in Screenvision’s Premium Pod™ 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™ 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 theater.”

The product featured in the spot, the Intel® Core™ 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.

About Intel

Intel (NASDAQ: INTC), the world leader in silicon innovation, develops technologies, products and initiatives to continually advance how people work and live. Additional information about Intel is available at and

About Screenvision

Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. The Screenvision cinema advertising network is comprised of over 15,000 screens in 2,400 theatre locations across all 50 states and 93 percent of DMAs nationwide; delivering through more than 165+ theatrical circuits, including 10 of the top 15 exhibitor companies. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK’s largest commercial television network, and Technicolor (Euronext Paris: 18453; NYSE: TMS), a global supplier of technology, services and systems to the media and entertainment industries. For more information:

Intel and the Intel logo are trademarks of Intel Corporation in the United States and other countries. * Other names and brands may be claimed as the property of others.

1 Intel® Turbo Boost Technology is exclusively available with Intel® Core™ i5 and i7 processor series only. Intel® Turbo Boost Technology performance varies depending on hardware, software and overall system configuration. Check with your PC manufacturer on whether your system delivers Intel® Turbo Boost Technology. For more information, see

For more information regarding Intel, contact:

David Dickstein
Intel Corporation

For more information regarding Screenvision, contact:

Jason Geller

Ann Hinshaw – Dan Klores Communications

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