TOSHIBA AND DREAMWORKS ANIMATION LAUNCH HD DVD ADS FOR “SHREK THE THIRD,” PROVING HIGH DEF PICTURE QUALITY IS NOT “FAR FAR AWAY”


WAYNE, NJ – November 8, 2007 – Toshiba America Consumer Products, L.L.C. (“Toshiba”) and DreamWorks Animation SKG, Inc. (NYSEWA) announced today the launch of a new creative advertising campaign to support the release of “Shrek the Third,” in high definition, exclusively on HD DVD. The TV ads spotlight the outstanding picture quality of the HD DVD version of the film and reinforce the consumer benefits of watching movies on HD DVD.

The 30 second TV commercials use the much-loved characters Donkey and Gingerbread Man, who discuss with studio execs how life-like they become when viewed on HD DVD. Currently airing, the two TV ads will run during network prime time and on several cable outlets. The ads incorporate the tagline “It all begins with HD,” to convey that DVD is taken to the next level with HD DVD.

“Because our films are created digitally, the best way to watch “Shrek the Third” is on HD DVD,” said Ann Daly, Chief Operating Officer of DreamWorks Animation. “With our films now in this format, families can get the highest quality viewing experience on their home televisions in HD.”

“Shrek the Third,” hitting shelves November 13, is another example of the great exclusive titles coming to HD DVD this holiday season. A family favorite, the movie features the voices of Mike Myers, Eddie Murphy and Cameron Diaz, all brought to life with HD DVD’s high definition video and superior audio. The film also offers content exclusive to HD DVD such as Picture-in-Picture features, customizable character menu skins and web-enabled network features like Shrek's Trivia Track, The World of Shrek and Donkey's Digital Coloring Book. Only HD DVD can provide this type of content with currently available hardware and software.

“Through our partnership with DreamWorks, we are providing consumers with more HD content,” said Maria Repole, Director, Corporate Communications for Toshiba. “Movies like ‘Shrek the Third’ were made for HD DVD and we are thrilled to have this title as an HD DVD exclusive. With Toshiba’s HD DVD players, Shrek fans can experience amazing picture and sound quality as well as web-enabled network features for a truly interactive entertainment experience.”

To further promote HD DVD to consumers over the coming months, Toshiba will continue to offer free movies with the purchase of any of its HD DVD players. In specially marked boxes of Toshiba’s new line-up of 3rd generation players, consumers will take home the highly acclaimed HD DVD movies “300” from Warner Home Video and “The Bourne Identity” from Universal Studios Home Entertainment. In addition, “The Perfect HD Offer” runs until February 28th 2008. With the purchase of any Toshiba HD DVD player, consumers will be able to select five HD DVD titles for free, from a selection of 15, via a mail-in offer. Full offer details are available at TOSHIBAHDDVD.COM.