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PiNKiTUDE, New Cause Marketing Initiative Inspired by MGM's Pink Panther, Benefits Susan G. Komen for the Cure(R)
Date:6/10/2008

Fashion, Entertainment & Year Round Events Collaborate on Raising Awareness

and Funding for Breast Cancer Research & Education

NEW YORK, June 10 /PRNewswire/ -- MGM Consumer Products today announced the formation of a new multilevel branding initiative, PiNKiTUDE, which will encompass a wide range of products, merchandise and events, with a percentage of the sales earmarked for the global breast cancer organization Susan G. Komen for the Cure. The fully integrated PiNKiTUDE effort will emanate from a modern fashion line targeting teen and young adult women, inspired by MGM's iconic Pink Panther. Also included in the initiative are special community-building social events in Los Angeles, New York and other locations, and unique cross-promotion and advertising campaigns with online and on-air media entertainment sites, including the MGM HD and VOD channels.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080610/LATU539LOGO)

(Logo: http://www.newscom.com/cgi-bin/prnh/20011119/MGMLOGO)

Targeting young women and teens, a demographic currently overlooked by the breast cancer movement, the PiNKiTUDE brand initiative is devised to raise awareness as to the importance of breast self-examination, early detection and treatment of breast cancer while also stressing the importance of a healthy lifestyle. Leveraging the strength of MGM's media assets and corporate relationships to reach consumers on-air, online, at retail, and through their favorite media, proceeds from the retail merchandise and events will raise critical funds for Komen for the Cure's ongoing research and community education campaigns.

The PiNKiTUDE fashion brand is a bold approach to life inspired by MGM's beloved and iconic Pink Panther. Encouraging women to live life completely; take care of their mind, body and spirit and trust in their own identity. The PiNKiTUDE initiative starts now and will culminate in October with breast cancer awareness.

"The lifestyle of today's young women blends fashion, entertainment, media, music and passion into all aspects of their daily life," said Travis Rutherford, Executive Vice President, MGM Consumer Products. "PiNKiTUDE is the personification of that lifestyle, encompassing a passion for life with fun, fashion and an important message of empowerment regarding women's health and well-being."

"PiNKiTUDE is an innovative program merging the power of two very dynamic brands: MGM and Susan G. Komen for the Cure," said Hala Moddelmog, president and CEO, Susan G. Komen for the Cure. "We are excited about this fully-integrated marketing campaign that targets an audience of young women who will be touched by the breast cancer message and the knowledge their eye for fashion allows them to be philanthropic."

Partnership Overview

With the support of MGM's classic pink cat the Pink Panther, MGM and Susan G. Komen for the Cure, and the many of the fashion industries cutting edge designers have created a multi-faceted program that includes:

-- Fashion Merchandising: The PiNKiTUDE fashion brand will be

manufactured by leading designers, brands, manufacturers and retailers.

-- Events: The Campaign will launch on August 14th with a celebrity

studded event at Club Lounge 7 in Los Angeles. Additional planned

events include a Melrose Avenue Block Party, a New York designer shoe

event, and October Breast Cancer Awareness events. The Pink Panther

costume character will appear at 30 Susan G. Komen for the Cure events

and will be incorporated into the Komen on the Go mobile educational

tour.

-- Retail: Starting August 16, premiere retailer XIN Boutique, located on

Los Angeles' hip and prestigious Melrose Avenue, will be transformed

into the "PiNKiTUDE Store by XIN" for one month, and will feature a

year long PiNKiTUDE Corner thereafter. XIN will also donate a portion

of its sales to Susan G. Komen for the Cure for the duration of the

program. XIN will be the anchor of a Melrose Avenue block party later

in the month. This retail campaign will expand to include national

specialty and department store retail chains.

-- On-air, on-line, and social media marketing: A 360-degree campaign has

been developed including on-air stunts on the MGM HD and VOD channels.

Special Pink Panther avatars will be distributed virally on social

media sites to promote breast health awareness, and a dedicated

PiNKiTUDE educational and marketing web site will be launched. This

web site will be supported by Susan G. Komen for the Cure's existing

web site.

-- Promotion and Advertising: MGM will promote the campaign through media

events, consumer advertising, a public relations outreach campaign, and

by creating a dedicated PSA.

About Susan G. Komen for the Cure(R)

Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982 that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Thanks to events like the Komen Race for the Cure, we have invested more than $1 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit http://www.komen.org or call 1-877 GO KOMEN.

About XIN

Issho, in Japanese, means 'together,' and appropriately represents the collaborative effort of designer partners Neely Shearer & Gordon Morikawa, who together opened XIN Boutique, the Melrose Avenue boutique that houses their fun designs for dresses, separates and jewelry as well as those of other independent designers. Rated one of the ten best boutiques in the city, XIN and its issho fashions have captured the infatuation of Hollywood's young celebrities, such as Christina Aguilera, Jessica and Ashlee Simpson, Avril Lavigne, Mary-Kate Olsen, and Pink, among others.

About MGM

Metro-Goldwyn-Mayer Inc., through its operating subsidiaries, is actively engaged in the worldwide production and distribution of motion pictures, television programming, home video, interactive media, music and licensed merchandise. The company owns the world's largest library of modern films, comprising around 4,100 titles. Operating units include Metro-Goldwyn-Mayer Studios Inc., Metro-Goldwyn-Mayer Pictures Inc., United Artists Films Inc., Ventanazul, MGM Television Entertainment Inc., MGM Networks Inc., MGM Domestic Networks LLC, MGM Distribution Co, MGM International Television Distribution In, Metro-Goldwyn-Mayer Home Entertainment LLC, MGM ON STAGE, MGM Music, MGM Worldwide Digital Media, MGM Consumer Products and MGM Interactive. In addition, MGM has ownership interests in international TV channels reaching nearly 120 countries. MGM ownership is as follows: Providence Equity Partners (29%), TPG (21%), Sony Corporation of America (20%), Comcast (20%), DLJ Merchant Banking Partners (7%) and Quadrangle Group (3%). For more information, visit http://www.mgm.com.

CONTACT:

Theo Dumont

Director of Public Relations/Corporate Communications

Metro-Goldwyn-Mayer Studios Inc.

p. (310) 449-3956 e. (tdumont@mgm.com)


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SOURCE Metro-Goldwyn-Mayer Studios Inc.
Copyright©2008 PR Newswire.
All rights reserved

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