This implementation is part of the previously announced relationship between Sony Corporation of America and Yahoo!.

Under the terms of the agreement, select motion picture releases from Sony Pictures Entertainment will be comprehensively integrated across the Yahoo! network, beginning with Riding in Cars with Boys, starring Drew Barrymore and directed by Penny Marshall, which opens October 19.

For the first integrated online marketing program of the relationship, Yahoo! and Sony Pictures Digital Entertainment worked closely together to develop the Riding in Cars with Boys campaign currently running throughout the Yahoo! Network

Through these outreach efforts, coupled with targeted media placement, Sony Pictures Digital Entertainment will deliver a personalized and compelling multimedia message to the largest Internet audience in the world, while Yahoo! gains access to consumers, providing them with much anticipated, leading entertainment content.

At SPDE, we always want to reach more people and provide them with richer content, said Yair Landau, President, Sony Pictures Digital Entertainment. With Yahoo!’s vast marketing and research resources, we will be able to target varied audiences for each motion picture release with customized programs and enhance the Sony movie-going experience.

By working with the SPDE team to provide online integrated marketing solutions for their upcoming films, we have access to some of the highest quality of entertainment content available today, said Ellen Siminoff, Senior Vice President, Yahoo! Entertainment. As a leader in entertainment, Sony and its properties are an enormous draw for our users and we look forward to offering a high level of content on the most anticipated titles to come out of the studio.

The next film scheduled for promotion is Ali from director Michael Mann, starring Will Smith, which opens December 25, 2001.

The agreement between Yahoo! and SPDE builds on an existing relationship between Yahoo! and Sony Corporation of America, in which Sony and Yahoo! have committed to work together in four key areas: development and distribution of a co-branded Web site, e-commerce, enterprise advisory services, and content integration and promotion.

SOURCE: COMPANY PRESS RELEASE