Regal Cinemas and Coca-Cola Announce Exclusive Beverage Partnership; New Agreement Puts Coca-Cola at Top of Cinema Channel

    ATLANTA, April 9 /PRNewswire/ -- The Coca-Cola Company has entered into a
 new seven-year strategic beverage supply and marketing partnership with Regal
 Cinemas, Inc., the nation's largest film exhibitor.  Under the terms of the
 multiyear beverage agreement, Coca-Cola will be the exclusive soft drink
 beverage supplier for Regal's over 300 locations.
     "The agreement with Regal Cinemas represents our commitment to developing
 relationships built on mutual success, not only from our brands, but also
 from our services," said Jeff Dunn, president and chief operating officer,
 Coca-Cola Americas.  "As the exclusive supplier of soft drink and water
 beverages to Regal Cinemas, coupled with our existing partnerships with
 United Artists and Edwards Theatres, we can ensure a quality beverage
 program that delivers value to our movie-going customers and consumers
 nationwide."
     The partnership with Regal also represents a unique marketing opportunity
 for Coca-Cola, including concession marketing and promotion opportunities as
 well as the showcasing of Coca-Cola Screen Play slides and the rolling stock
 footage that runs prior to the feature film.
     "Our marketing partnership with Regal allows us to refresh and entertain
 millions of moviegoers each year as they are out enjoying themselves with
 family and friends," added Dunn.
 
     About Regal Cinemas, Inc.
     Founded in November 1989, Regal Cinemas, Inc. is the largest film
 exhibitor in the United States and has maintained the largest box office and
 market share for U.S. theatres during the past two years.  The Company
 primarily shows first run movies and currently has 3,655 screens in operation
 at 302 theatres.
 
     About The Coca-Cola Company
     Headquartered in Atlanta, The Coca-Cola Company is the world's leading
 manufacturer, marketer and distributor of nonalcoholic beverage concentrates
 and syrups.  Coca-Cola Americas is the largest of the Company's five
 geographic operating groups, comprising 32 percent of worldwide sales during
 1999.  Coca-Cola(R) classic, the Company's flagship brand, is the number one
 selling soft drink in North America, as well as around the world.  Other key
 brands include diet Coke(R), Sprite(R), Minute Maid(R) soda, Barq's(R),
 Dasani(R) and POWERADE(R).  Among the 230-plus products in the beverage
 giant's portfolio are soft drinks and non-carbonated beverages, such as sports
 drinks, juices and juice drinks, water products, teas and coffees.
 
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SOURCE The Coca-Cola Company

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