EL SEGUNDO, Calif. -- June 30, 2003 -- The worldwide leader in toys and family products, Mattel, Inc. announced today a multi-year worldwide licensing agreement with Screenlife LLC to manufacture, distribute and market the first DVD-based board game Scene It?(TM). The licensing agreement also gives Mattel exclusive rights to the Scene It?(TM) brand across a broad spectrum of toy categories including traditional, electronic and interactive games.
Scene It?(TM) combines the sociability and interaction of a cool board game with Hollywood trivia and the visual excitement of the fastest-growing technology, DVD. This game turns a flat board game into a 3-D multimedia match of memory, logic and pop culture knowledge, with real movie clips. Players move their way from frame to frame along the film reels of the game board, challenging other players or racing the clock. Scene It?(TM) questions range from trivia about the making of the movie, the actors or the scene itself. Many of the questions are based on logic and observation, so players don't have to be film buffs to make the final cut.
"By incorporating the fastest-growing technology, DVD, with America's fascination with film and movie stars, Scene It?(TM) takes the board game experience to an unprecedented level of excitement and interactivity," said Phil Jackson, vice president, games & puzzles marketing, Mattel, "I expect this game to create a new and exciting way for young adults to entertain and be entertained."
Mattel has also committed to unveiling a multi-faceted marketing program throughout the term of the agreement including a print campaign starting Fall 2003, and TV advertising in 2004.
This DVD board game includes two proprietary technologies from Screenlife. Flextime Gameboard Technology allows players to play a full length, or shortened version of the game. Optreve(TM) DVD Enhancement Technology shuffles the questions on the DVD and deals them out randomly to keep the game fresh for players. Optreve also remembers what has already been played, thereby eliminating repeats.
Thanks to five Hollywood studio partners including 20th Century Fox Film Corporation, Dreamworks SKG, MGM, Sony Pictures Entertainment and Universal, Scene It?(TM) features 180 movie clips, 250 stars and 1,100 trivia questions.
Scene It?(TM) will be available nationwide in October 2003 for a retail price of $39.99.
About Mattel, Inc.
Mattel, Inc., (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family of toys and games comprises such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, and Fisher-Price®, which also includes Little People®, Rescue Heroes(TM), Power Wheels®, as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world's premier toy brands -- today and tomorrow.
About Screenlife, LLC
Screenlife, LLC, is the creator of Optreve DVD Enhancement Technology and Scene It? The DVD Game. Optreve enhances the functionality of standard DVD players and allows them to be used for activities beyond watching movies. Scene It? is the first product powered by Optreve. The trivia game takes classic board game fun to a new level by incorporating hundreds of Hollywood stars and films from five major studios -- 20th Century Fox Film Corporation, Dreamworks-SKG, Metro-Goldwyn-Mayer Studios, Sony Pictures Entertainment and Universal Studios -- into game play. For more information on Screenlife, its products or Optreve, visit the Web site at www.sceneit.com or call (866) DVD-GAME.
