Kodak Joins Universal Pictures and Illumination Entertainment to Launch National Integrated Initiative in Support of Upcoming Live Action/CG-Animated Comedy Hop

ROCHESTER, N.Y., March 31, 2011 /PRNewswire/ -- Eastman Kodak Company (NYSE: EK), a world leader in photo systems and inventor of the photo kiosk category, announced today that it will participate in Universal Pictures' multimillion dollar integrated marketing and advertising initiative in support of Hop. The live action/CG-animated comedy is the new release from Illumination Entertainment that follows last year's blockbuster Despicable Me. The film opens April 1, 2011.

Today's announcement brings Kodak's collaboration with Universal Pictures into the spotlight. The live-action portions of Hop were captured by cinematographer Peter Lyons Collister, ASC, on KODAK VISION3 500T Color Negative Film 5219. The final prints were made on the new KODAK VISION3 Color Digital Intermediate Film 2254.

"Kodak is proud to join forces with Universal Pictures from end-to-end on Hop – from production to the marketing endeavor that embraces the smart technology innovations of today," said Lauren Lung, Vice President and General Manager of Kodak's motion picture business in North and South America. "The marketing and advertising campaign embraces Kodak's long-standing dedication to providing consumers a rich retail printing experience that makes it easy and fun to access, share and preserve photos anytime, anywhere."

With millions of memories made during the spring holiday every year, Kodak's Retail Systems Solutions (RSS) and Entertainment Imaging (EI) groups will team with Universal Pictures to promote the Easter movie through broadcast media, point-of-sale marketing and exclusive content offerings, which include Hop-themed bordered prints, photo books and collectors prints on KODAK Picture Kiosks across the country.

"Universal Pictures' co-promotion agreement with Kodak allows us to create an integrated television campaign that leverages the power of online and traditional media to reach our consumers in a creative and unique way this Easter," said Stephanie Sperber, President of Universal Partnerships & Licensing. "The television campaign uses the adorable characters from Hop to drive awareness of the KODAK Picture Kiosk products and features, making it fun and easy for moviegoers to use their pictures to extend their Hop experience after they leave the theater."

As a major contributor to the motion picture industry for more than a century, Kodak continues to provide smart and intuitive technology solutions, enabling social media connectivity, as well as advanced and flexible photo editing, that allow studios such as Universal Pictures to connect with an evolving consumer.

To celebrate the theatrical release of Hop and the upcoming holiday, Kodak will host a Hop-themed contest on Facebook®. Consumers may upload their favorite family photo into a KODAK Picture Kiosk Hop border on Kodak's Facebook page and receive a coupon for 10 free (4x6) prints with the purchase of 10 (4x6) prints. Entrants are asked to share their picture with family and friends to acquire the most votes. The person with the most votes will win two free movie passes each month for a year as well as a KODAK – Hop Ultimate Gift Basket, which includes KODAK products (including a KODAK EASYSHARE MINI camera), Hop merchandise, Hop movie tickets and fun candy that is provided by The Hershey Company. Twenty other lucky winners with the most votes will also win a KODAK – Hop Ultimate Gift Basket.  Hop over to Kodak's contest by visiting www.Kodak.com/go/HOP which runs from April 4 – 20, 2011.

To find a KODAK Picture Kiosk in your area, or for more information on KODAK Personal Greeting Cards, Photo books, printing photos from Facebook and other fun and easy ways to access, share and preserve your photos, please visit http://www.kodak.com/go/kiosk.

About Kodak

As the world's foremost imaging innovator, Kodak helps consumers, businesses, and creative professionals unleash the power of pictures and printing to enrich their lives. To learn more, visit http://www.kodak.com and follow our blogs and more at http://www.kodak.com/go/followus.

More than 75 million people worldwide manage, share and create photo gifts online at KODAK Gallery – join today at www.kodakgallery.com.

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About Hop

Blending state of the art animation with live action, Hop is a comedy about E.B. (voiced by Russell Brand), the teenage son of the Easter Bunny. On the eve of taking over the family business, E.B. leaves for Hollywood in pursuit of his dream of becoming a drummer. He encounters Fred (James Marsden), an out-of-work slacker with his own lofty goals, who accidentally hits E.B. with his car. Feigning injury, E.B. manipulates Fred into providing him shelter, and Fred finds himself with the world's worst houseguest.

The film is helmed by Tim Hill, director of the blockbuster Alvin and the Chipmunks and produced by Chris Meledandri's Illumination Entertainment (Despicable Me).  www.iwantcandy.com  

About Universal Partnerships & Licensing

UP&L oversees Universal's consumer product licensing, film and home entertainment promotions, and all corporate alliances for Universal's theatrical, home entertainment, theme parks and stage productions. This dedicated division is also responsible for monetizing the Studio's vast library of films and characters through licensing, branding and marketing opportunities. UP&L is part of NBCUniversal. NBCUniversal is one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.

SOURCE Eastman Kodak