DIRTY DANCING’S 20TH ANNIVERSARY
KICKS OFF WITH HOT NEW DEALS
Fans Are Sure To Have “The Time Of Their Lives” As Products Roll Out In Late 2006
New York, NY (June, 2006)Dirty Dancing’s 20th anniversary set for 2007 gets off to a sizzling start with Awake, a division of JEM sportswear, as the partner for trendy tees and apparel appealing to fans of all ages. Townley has jumped on board for HBA with a central focus on cosmetics, fragrances and bath and body products targeting tween/teen girls, women and men. Products will begin to roll-out at retail Q4 ’06.
United Media, a leading independent licensing agency, recently partnered with Lionsgate (NYSE: LGF), the leading independent filmed entertainment studio, to build a licensing program in support of Dirty Dancing’s 20th anniversary in the U.S. Capitalizing on the strong affinity and enduring popularity of this classic film, United Media looks to bring a new Dirty Dancing entertainment experience and products to generations of fans, both old and new. As the licensing program continues to unfold, United Media will continue to extend into key areas including publishing, electronic, social expressions and gift and collectibles.
In conjunction with the 20th anniversary, Lionsgate will release a 20th anniversary DVD with special features supported by a national marketing campaign including a major publicity initiative. A reality television series hosted by Cris Judd will debut on the WE channel, a stage show that is currently running in Australia will hit the U.S., and of course there will be a Dirty Dancing fan website.
“With its romantic storyline, popular songs and one-liners, Dirty Dancing is a film that audiences remember, celebrate and reminisce about while also appealing to a new generation of fans who are seeing it now for the very first time,” said Joshua Kislevitz, SVP of Domestic Licensing at United Media. “United Media’s licensing program will appeal to both of these segments with iconic merchandise that will provide a fully rounded Dirty Dancing experience.”
“For nearly two decades, Dirty Dancing has inspired audiences of all ages and continues to win over new fans through increased exposure from the highly successful DVDs and multiple airings on cable,” said Anne Parducci, EVP Marketing, Lionsgate. “United Media’s strategy of extending the film’s unique characteristics into a licensing program will give fans the opportunity to experience Dirty Dancing in a whole new way.”
About Dirty Dancing
First released in 1987, Dirty Dancing celebrates its 20th anniversary in 2007 and Lionsgate is planning a major initiative to mark the anniversary. To date, Dirty Dancing has generated over $170 million in worldwide box office and has sold over 10 million DVDs. A timeless classic in Lionsgate’s 5000-title library, the film has universal appeal with 98 % awareness among adults 18–54, and it continues to attract a whole new generation of loyal fans.
About Lionsgate
Lionsgate is the leading independent filmed entertainment studio. Fresh off the number one box office hits Madea’s Family Reunion, Hostel and Saw II and the Best Picture Academy Award ®-winning Crash, Lionsgate is a premier producer and distributor of motion pictures, television programming, home entertainment, family entertainment and video-on-demand content. Its prestigious and prolific library is a valuable source of stable, recurring revenue and is a foundation for the growth of the Company’s core businesses. The Lionsgate brand name is synonymous with original, daring, quality entertainment in markets around the globe. For more information, visit www.lionsgate.com
About United Media
United Media (UM) is a worldwide licensing and syndication company that focuses on building brand equity around a wide range of creative content. The company recently partnered with Mary Engelbreit Studios, the business behind the popular and prolific artist and Televisa, a leading Spanish speaking media company, to represent the U.S. rights to its long-running hit television series “El Chavo.” United Media licenses and/or syndicates other properties, including Peanuts, Precious Moments, Raggedy Ann & Andy, Jakers!, Tamagotchi, Yoko! Jakamoko! Toto!, Doodle Bear, Dilbert, and Jim Benton’s It’s Happy Bunny (Japan only). United Media is an E.W. Scripps Company.
