PROGRAM

VIP Movie Points

OVERVIEW

- CTHE is hosting an 8-month online auction allowing consumers to bid for exclusive, Hollywood-themed "dream" items using VIP Movie Points

- Consumers receive VIP Movie Points with the purchase of participating Columbia DVD and VHS titles

- Participating partners include Radisson and Sony Credit Card

2 Ways to Collect Points

- Purchase of participating CTHE DVD/VHS

- CTHE magazine advertisement

ONLINE ELEMENT

- Consumers visit the www.moviepoints.lycos.com auction home page to bid on items such as Dawson's Creek walk-on role, tickets to game show tapings, Hollywood premiere, and Young & Restless backstage passes

- Contact information and buying patterns of the participants is captured

- The auction site promotes titles and release dates on the home page and via a registration confirmation e-mail

PROGRAM SUPPORT

- Approximately 6 million on-pack stickers

- Print advertising

- Head of tape promotional spot

- A printed insert in the first few titles

- A printed insert in the Sony Credit Card billing statement

RESULTS

Over 7,200 registered members to date.