Samsung and DreamWorks Animation Expand Strategic Alliance for More Immersive 3D TV Viewing Experience in 2011

New Developments Include Exclusive Access to More DreamWorks Animation 3D Blu-ray Titles; Companies Exploring R&D Collaboration and Expanded Co-Marketing Initiatives

LAS VEGAS — (BUSINESS WIRE) — January 6, 2011 — At the International Consumer Electronics Show, Samsung Electronics Co., Ltd. and DreamWorks Animation SKG, Inc. (Nasdaq: DWA) announced that the two leaders of technology and entertainment are joining forces for more immersive entertainment experiences in 2011.

DreamWorks Animation CEO Jeffrey Katzenberg joined Samsung Visual Display President Boo-Keun Yoon on-stage Thursday for his keynote speech, during which the two companies described plans for an expanded strategic alliance. Consumers who purchase a new Samsung 3D TV will gain exclusive access to two of DreamWorks Animation’s new 3D Blu-ray titles, including Megamind, which will be made available in 2011. The animation studio and consumer electronics company also intend to explore joint research and development activities and a number of expanded co-marketing initiatives throughout the year.

“As a technology leader, Samsung’s expanded alliance with DreamWorks Animation—recognized across the industry as a 3D entertainment innovator—marks our collective goal to offer consumers the best of technology and entertainment combined,” said Yoon. “Through this mutual relationship, DreamWorks Animation is helping us to create an increasingly immersive home entertainment experience for audiences at a moment’s notice.”

“We have seen firsthand over the last 18 months why Samsung is the consumer electronics industry leader and a pioneer in bringing high-quality 3D experiences into the home in a meaningful way,” added Katzenberg. “We look forward to continuing our valued strategic alliance and furthering our reach in enabling audiences to bring more of their favorite DreamWorks Animation content to life at home.”

Expanded Collaboration for R&D and Co-Marketing

As part of their expanded collaboration efforts, the two companies have agreed to explore ways to work together on research and development of future technologies related to 3D TV and smart TV. In 2010, Samsung introduced the first 3D LED TV, and DreamWorks has been a leading entertainment provider of high-quality 3D films and Blu-ray discs. The two companies hope to combine their talents to improve home entertainment even further than they have today.

In 2011, the 3D Blu-ray version of Megamind will become the next DreamWorks Animation title to be made available exclusively to purchasers of new Samsung 3D TVs as part of a bundled promotion.

In addition, Samsung and DreamWorks Animation expect to increase their co-marketing and promotional activities in an effort to reach more consumers with their joint offerings.

More Immersive Content for Smart TVs

The two companies plan to explore a new streaming 3D Video-On-Demand (VOD) service that would make DreamWorks Animation content – trailers and promotions in both 3D and 2D – available for streaming via the 3D application for Samsung Smart TVs beginning in 2011. This represents an innovative new method by which film studios can use smart TV to reach consumers directly. Upon launch, consumers will be able to access VOD content through any of Samsung’s LED, LCD and Plasma 3D smart TVs, all of which deliver high-quality, visually enhanced and connected entertainment experiences to the home.

The new VOD service aligns with Samsung’s goal of establishing a 3D ecosystem that provides a completely immersive and connected viewing experience for consumers. Additionally, the expanded relationship will help DreamWorks Animation to adapt its 3D home offerings to a new era of smart TV, in which viewers are increasingly accustomed to having access to their favorite content at the click of a button.

With the launch of Samsung Apps in 2010, Samsung broadened the connected TV experience, bringing services such as full HD video, casual games, communications, social and location services, and text-based information to consumers. DreamWorks Animation joins more than 30 other industry-leading partners on Samsung Apps, including Blockbuster, Facebook, Netflix, Pandora, Twitter, USA TODAY, and Vudu, in bringing personalized, easy to use connected TV experiences to consumers.

For more information about Samsung Apps, please visit, http://www.samsung.com/newsroom.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2009 consolidated sales of US$116.8 billion. Employing approximately 174,000 people in 193 offices across 66 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

About DreamWorks Animation SKG

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the “100 Best Companies to Work For” by FORTUNE® Magazine for two consecutive years. In 2010, DreamWorks Animation ranks #6 on the list. All of DreamWorks Animation’s feature films are now being produced in 3D. The Company has theatrically released a total of 21 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda and How To Train Your Dragon .

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