March 11, 2010
3D-TV

Contacts:
Jen Zaitz
Weber Shandwick
212-445-8273
jzaitz@webershandwick.com


     Samsung Celebrates the Global Launch
    of Full HD 3D LED TV at Times Square
             with The Black Eyed Peas and
          Avatar Director James Cameron

Surprise Times Square Concert by The Black Eyed Peas Celebrates Worldwide Availability of Samsung 3D LED TV Lineup; 3D Footage of Performance Shot by Cameron/Pace Production Company and Streamed Live on Dipdive.com

 

New York - March 10, 2010 - Samsung Electronics Co., Ltd., the award-winning innovator in consumer electronics, today celebrated the worldwide availability of the first-ever Full HD 3D LED TVs with a one-of-a-kind special performance by The Black Eyed Peas in Times Square. Avatar director James Cameron, who has been a crucial driver in furthering the development of 3D content, also joined today’s celebration. In addition, Samsung also announced footage from The Black Eyed Peas hugely popular The E.N.D. World Tour will be exclusively available in 3D for Samsung customers.

Samsung Electronics 3D LED TV global launch celebration in Times Square was filmed in 3D by James Cameron and Vince Pace’s production company Cameron/Pace, and streamed live via Dipdive.com, the popular lifestyle engine for music, arts, action and more. The Times Square surprise performance by The Black Eyed Peas kicked off Samsung Electronics’ global campaign to raise awareness for its 3D TV technology leadership, which also includes worldwide launch events and a global television advertising campaign. The Black Eyed Peas 3D footage joins the growing range of 3D content, including the most successful animated film franchise of all time – DreamWorks Animation SKG, Inc.’s (Nasdaq: DWA) Shrek film series – which Samsung will make available in 3D Blu-ray for the first time ever.


Together, these leaders in each of their respective industries showcase a commitment by consumer electronics, music and content organizations to bring the 3D TV vision to life in consumer homes everywhere. It also symbolizes the beginning of a new era of home entertainment.


 “Last year Samsung created a new category in home entertainment by bringing LED TVs to the market, and now we are adding a new dimension to the category by adding 3D LED TVs,” said Boo-Keun Yoon, President of Visual Display Business Unit at Samsung Electronics. “3D is more than just a groundbreaking technology – it’s the future of television, and we are committed to bringing this total viewing experience to consumers everywhere with the best picture quality in 3D content possible.”


“We are excited to help launch the Samsung 3D LED TVs and give our BEP fans exclusive access to the performance not only via Dipdive.com, but through the 3D experience,” said will.i.am of The Black Eyed Peas.


Television Entertainment Arrives in Samsung 3D

Samsung’s 2010 3D TV lineup includes the LED 7000/8000/9000 Series, LCD 750 Series, and the Plasma 7000/8000 Series.  Available this month are the 3D capable 46” and 55” LED C7000, followed by the remaining 3D TVs in coming months.


Samsung is also partnering with the world’s top entertainment brands to deliver content that showcases the LED TVs’ 3D picture quality with incredible depth and perfect clarity. The company recently joined forces with DreamWorks Animation to accelerate the worldwide deployment of in-home 3D to mainstream consumers, which includes a first-time feature-length, 3D Blu-ray version of DreamWorks Animation’s 2009 release, “Monsters vs. Aliens.”

In addition, Samsung and DreamWorks Animation announced earlier this week an expansion of their strategic alliance to feature an exclusive offering of the Company’s beloved Shrek film series – which to date has grossed over $2 billion in worldwide box office – in its entirety in 3D for the first time ever.


Marketing in a New Dimension
Samsung is waging a multi-dimensional marketing campaign to create greater awareness worldwide, and to communicate the experience of 3D in a variety of ways, including television commercials displayed on two-dimensional TVs.


The effort starts with the global phenomenon The Black Eyed Peas, which includes producing 3D concert footage from their E.N.D. World Tour to be displayed at retail and be used in bundled 3D Blu-ray promotions with Samsung 3D LED TVs later this year. Samsung also deployed B-Boy dancers throughout New York City today to highlight the liberation of TV from 2D to 3D, and is aggressively utilizing print and out-of-home advertising, as well as an in-depth social media campaign.


Samsung also today revealed its 3D Cube, a mega screen display composed of 36 55” LED 7000 Series 3D LED TVs outside The Samsung Experience in New York City. This is one of several 3D Cubes created by the company to build awareness for Full HD 3D LED TV around the world.


At the centerpiece of the campaign is a global TV commercial filmed by renowned director Sam Brown, that translates the immersion of 3D on a 2D TV screen. The commercial was shot in Buenos Aires and Iguazu Falls in Argentina, requiring 10 days of filming and a large scale production.


The ads will begin running in late March on every continent except Antartica.


About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company consists of seven independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, 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.


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