DIRTY DANCING MERINGUE’S ITS WAY TO MAGIC
WITH HOT APPAREL PARTNERS
A Major Marketing and Merchandising Campaign In Support of Dirty Dancing’s 20th Anniversary Will Include a Special Edition DVD and Apparel Rolling Out In Spring 2007
New York, NY (August 29, 2006)Dirty Dancing’s 20th anniversary, highlighted by the launch of the special edition DVD set for spring 2007, gets moving and grooving at MAGIC (August 28-31) with trend setting apparel partners. Awake, a division of JEM Sportswear, will unveil hip, nostalgic tees for both women and men and Next Craze, a division of AME, will bring fans a line of juniors underwear and loungewear. The hot new apparel will include classic scenes from the movie featuring Baby and Johnny and memorable one-liners from the film such as “Nobody Puts Baby in a Corner.”
The on-trend looks of the women’s t-shirts encompass different washes and treatments, combinations of flock, foil and rhinestones, as well as long, narrow fits. The retro inspired line of men’s t-shirts and tanks will highlight the ‘80s appeal of the movie by using non-traditional colors and possibly even fluorescents. The fun and flirty line of underwear and loungewear will feature foil and satin ribbons. Products will begin to roll-out at retail timed to the release of the DVD. For a sneak peek, visit Awake at booth # CO 15205 and Next Craze at booth # AL 7913 at the Las Vegas Convention Center.
New licensees in additional categories have joined the Dirty Dancing program, including Townley for health and beauty aids with a central focus on cosmetics, fragrances and bath & body products targeting tween/teen girls, women and men. As the licensing program continues to unfold, United Media will extend into key areas including publishing, electronic, social expressions and gift and collectibles.
United Media recently partnered with Lionsgate to build a licensing program in support of Dirty Dancing’s 20th anniversary and release of the special edition DVD in the U.S. and Canada. 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 both old and new generations of fans. The 20th anniversary will be supported by a national marketing campaign including a major publicity initiative. A reality television series will debut on the WE channel, a stage show that is currently running in Germany and expanding to U.K. by October, will hit the U.S. and Canada for 2007 and 2008, 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 spring 2007 with a major marketing and merchandise program. To date, Dirty Dancing has sold over 10 million DVDs and consistently airs on network and cable television. The film has universal appeal with 98 % awareness among adults 18–54, with 75% of females considering Dirty Dancing very good to excellent.
About Lionsgate
Lionsgate (NYSE: LGF) 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, Doodle Bear, Dilbert, and Jim Benton’s It’s Happy Bunny (Japan only). United Media is an E.W. Scripps Company.
About Jem Sportswear and Awake Inc.
Founded 35 years ago, JEM Sportswear is a leading manufacturer of knit tops to many top quality name brands. JEM has 5 distinct business divisions: Men’s and Boys’, Women’s, Juniors’, Girls’ and Private Label. Through strategic licensing and a commitment to product design and quality, JEM is a powerful force in the industry. In late 2000, JEM expanded into the women’s business through its affiliate Awake, Inc. Awake, Inc. was launched to provide fashion, quality tees for women. Awake has enjoyed success in the women’s market with their super-soft, vintage tees and has recently expanded into the Juniors’ and Girls’ market with their brand Cold Crush and Awake Girls. Together, JEM and Awake have created a new category in the market by combining fashion tees with nostalgic brands which are sought after by celebrities and consumers throughout the US.
About Next Craze
Next Craze is as a Junior’s and Men’s Sleepwear, Underwear and Daywear division of AME, a leading Children’s Sleepwear Manufacturer. Next Craze/AME is a trend setting, licensed sleepwear expert with distribution through out all retail tiers. They have top brands like: Led Zeppelin, Jimi Hendrix, Caddy Shack, Blue's Brothers, Bruce Lee, US Army, Napoleon Dynamite, Star Wars, Marvel Classics, Spiderman 3 Movie, Sesame Street, and the Simpson's.
