TiVo, Best Buy Teamed to Deliver Short Film Directly to TiVo Households

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January 2003 - TiVo (NASDAQ: TIVO), the creator of and leader in television services for digital video recorders (DVR), achieved yet another landmark when it became the first DVR to team with an advertising partner, Best Buy, to deliver original content that features some of the top names in Hollywood.

"Waiting for Woody," a 30-minute short film produced by the Standard Film Trust of Los Angeles, includes appearances from Hollywood luminaries George Clooney and Jennifer Aniston. It made its TiVo debut on Jan. 1.

"We are looking to develop innovative capabilities for the TiVo platform which deliver a unique and entertaining experience to our subscribers, while offering new opportunities for our advertising partners," said Brodie Keast, Senior Vice President and General Manager of the TiVo Service.

"Best Buy's sponsorship of 'Waiting for Woody' represents yet another tool that leading marketers can utilize to build brand awareness in a format that focuses on entertainment and not necessarily promotion. TiVo viewers who choose to view this creative and funny short film will also associate the experience with the Best Buy brand and the entertainment technology that Best Buy offers consumers."

Best Buy's "Waiting for Woody" broadcast was the first "opt-in" audience for a DVR delivered film. TiVo subscribers were able to choose whether they wanted to receive the film by clicking their remote control during a theatrical promotion that aired earlier in the week. The film in then stored on the TiVo hard drive so that subscribers can watch it whenever they choose.

The short feature, "Waiting for Woody," is the first of a series of shorts to be offered to TiVo subscribers as the result of a collaborative relationship announced in October 2002 with the Standard Film Trust. The 30-minute romantic comedy was written, directed and stars Grant Heslov, who plays an aspiring actor who scores an audition with his idol Woody Allen.

Heslov has appeared in The Scorpion King, Enemy of the State, Dante's Peak, The Birdcage, True Lies and many other Hollywood hits. Samantha Mathis, star of American Psycho and Broken Arrow, co-stars in the film. Other actors featured along with Clooney and Aniston in this short film include Tate Donovan, Richard Kind and Pamela Segal Adlon.

"This is a very funny, romantic look at the trials and tribulations of an actor who hasn't worked in a while and how the lack of work effects his performance in the bedroom. His meeting with one of our greatest most respected film makers holds the promise of changing his life, in every way, hence the title "Waiting for Woody," said the film's producer Robert Bauer, who is also the founder of Standard Film Trust. "The film is somewhat autobiographical. Grant once had a meeting with Woody Allen. The promise of that meeting had us all very excited. As for the bedroom stuff, you'll have to ask him about that directly."

"We have seen the value of offering consumers long form branded entertainment in helping to build our brand," said Mollie Weston, Manager of Production Services for Best Buy. "TiVo is providing a creative new approach to advertising that augments our existing programs, but allows us to innovate in new and exciting ways. We were happy to sponsor "Waiting for Woody," and again partner with TiVo to provide its subscribers interesting, original content and advance the art of branded entertainment on the service."

Best Buy, the country's largest consumer electronics retailer, aired the first TiVo showcase in May, setting the bar for leading brands wishing to create new forms of branded, opt in advertainment. That first showcase, part of their "Go Mobile" campaign, consisted of an exclusive jam session with Sheryl Crowe and a series of Feng Shui video vignettes.

The first Best Buy showcase sparked the interest of some of the nation's largest advertisers who began developing and airing campaigns on TiVo. Universal Music and New Line Cinema have promoted albums and blockbuster films on TiVo in the past few months.

Universal's "Artist of the Month" has allowed the label to introduce albums from some of the top music performers in the world. Albums from The Counting Crows, U2, No Doubt and Vanessa Carlton have all been promoted through TiVo. Using behind-the-scenes interviews and music video, Universal has offered TiVo households unique promotional and branded entertainment.

Standard Film Trust, one of the most prolific and premier producers of celebrity-driven short films in Hollywood, has produced films directed by or featuring some of Hollywood's leading talent. In addition to Clooney and Aniston, Kathy Bates, Marisa Tomei, Jonathan Silverman, Richard Kind, Grant Heslov, Josh Malina, Christina Appelgate and Maria Bello have all worked in Standard Film Trust productions. Standard Film Trust has just completed production on an original short film, which marks the directorial debut of renowned actor Hank Azaria, who also co- wrote and stars in the "featurette." The film will be shown to TiVo subscribers next year, along with special behind the scenes footage available only to the TiVo audience.

Standard Film Trust produces short-films featuring A-List and emerging talent and filmmakers - both in front of and behind the camera. The company is working with leading consumer brands to create marketing and promotional opportunities in order to fulfill their goal of becoming the premier branded entertainment short film studio in the world. Standard Film Trust's relationship with TiVo offers brands the security of distribution and visibility to a much sought after demographic; the TiVo audience

SOURCE TiVo