Sony Electronics Kicks-Off 'Mission for a Million' James Bond Promotion Tied to Quantum of Solace

Sony Electronics today announced a national promotion called "Mission for a Million" developed in support of the upcoming James Bond film Quantum of Solace, which will be released in theaters by MGM Pictures and Columbia Pictures on Nov. 14. The promotion, which brings together Sony's leadership in high-definition with one of the most recognized movie franchises in history, allows people to compete for a chance to win a $1 million grand prize.

Reinforcing Sony's "HDNA" -- the notion that high-definition is a key part of the company's DNA -- the promotion begins today and runs through Nov. 7. It tasks registered "agents" to use virtual Sony high-definition products to solve missions in search of Sony's stolen HDNA. Each completed mission gives consumers a chance to win $1 million and a trip to a top secret location. People can enter via a dedicated site at http://www.sony.com/missionmillion.

"Sony's reputation for premium technology and great entertainment work well with Bond's legacy and innovation," said Stuart Redsun, Sony Electronics' senior vice president, corporate marketing. "The film's anticipated arrival is a perfect opportunity to tell Sony's high-definition story to consumers in an interactive way."

In addition to the James Bond promotion, Sony will offer limited edition licensed 007 products including a VAIO® notebook computer, a Reader Digital Book and Micro Vault™ USB storage media which will all be available in U.S. Sony Style retail stores and online at sonystyle.com.

An exclusive, limited edition VAIO TT notebook comes emblazoned with a 007 logo on the palm rest and a matching leather protection case. Only 100 units will be available and each unit will bear a serialized number.

The Special Edition Bond bundle for the Reader Digital Book features an embossed cover with a 007 logo and coupon codes for free downloads from the Sony eBook Store of Ian Fleming's novels Casino Royale and Quantum of Solace.

An exclusive 007 USB Micro Vault, in 8 or 16GB capacities, comes pre- loaded with the Quantum of Solace movie trailer and bonus contents.

As the contest kicks off, a corresponding advertising campaign featuring a mix of creative images from Quantum of Solace featuring Daniel Craig as James Bond, the Mission for a Million promotion and Sony high-definition products launched this month nationwide. Running through the fall to coincide with the film's release, the campaign can be seen on various web sites and social networking sites, in print and at retailers, as well as in theaters. For example, web sites like AOL will feature the Mission for a Million execution and a fully interactive application can be found on the social/community site Facebook.

A main attraction at all Sony Style stores across the country and online at sonystyle.com, the campaign will also be extended to Sony retail partners. Stores will be transformed with Bond-themed window displays from October through November. In-store displays will also feature the Sony PLAYSTATION®3 title Quantum of Solace, an officially licensed video game from Activision, and the Casino Royale Collector's Edition DVD and Blu-ray Disc™, which features more than seven hours of bonus material not featured in the original theatrical version of the movie.

Daniel Craig reprises his role as Ian Fleming's James Bond 007 in Quantum of Solace, the Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON Productions' 22nd adventure in the longest-running film franchise in motion picture history. Michael G. Wilson and Barbara Broccoli are the producers. The film is directed by Marc Forster. The screenplay is by Paul Haggis along with Neal Purvis and Robert Wade.

About EON Productions

EON Productions/Danjaq, LLC, is owned by the Broccoli family and has produced twenty two James Bond films since 1962, including QUANTUM OF SOLACE. The James Bond films, produced by Michael G. Wilson and Barbara Broccoli, make up the longest running franchise in film history and include the recent blockbuster films GoldenEye, Tomorrow Never Dies, The World is Not Enough, Die Another Day and Casino Royale. EON Productions and Danjaq LLC, are affiliate companies and control all worldwide merchandising of the James Bond franchise.

About Columbia Pictures

Columbia Pictures, part of the Columbia TriStar Motion Picture Group, is a Sony Pictures Entertainment company. Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America (SCA), a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in more than 100 countries. Sony Pictures Entertainment can be found on the World Wide Web at http://www.sonypictures.com/.

About Metro-Goldwyn-Mayer Inc.

Metro-Goldwyn-Mayer Inc., through its operating subsidiaries, is actively engaged in the worldwide production and distribution of motion pictures, television programming, home video, interactive media, music and licensed merchandise. The company owns the world's largest library of modern films, comprising around 4,100 titles. Operating units include Metro-Goldwyn-Mayer Studios Inc., Metro-Goldwyn-Mayer Pictures Inc., United Artists Films Inc., Ventanazul, MGM Television Entertainment Inc., MGM Networks Inc., MGM Domestic Networks LLC, MGM Distribution Co, MGM International Television Distribution Inc, Metro-Goldwyn-Mayer Home Entertainment LLC, MGM ON STAGE, MGM Music, MGM Worldwide Digital Media, MGM Consumer Products and MGM Interactive. In addition, MGM has ownership interests in international TV channels reaching nearly 120 countries. MGM ownership is as follows: Providence Equity Partners (29%), TPG (21%), Sony Corporation of America (20%), Comcast (20%), DLJ Merchant Banking Partners (7%) and Quadrangle Group (3%). For more information, visit http://www.mgm.com/.

About Sony Electronics

Headquartered in San Diego, Sony Electronics is a leading provider of audio/video electronics and information technology products for the consumer and professional markets. Operations include research and development, design, engineering, manufacturing, sales, marketing, distribution and customer service. Sony has played a key role in the development of Blu-ray, Disc™, CD and DVD technologies, among many others. The company is noted for a wide range of consumer audio-visual products, such as the BRAVIA® LCD high- definition television, Cyber-shot® digital camera, Handycam® camcorder and Walkman® personal stereo. Sony is also an innovator in the IT arena with its VAIO® personal computers; and in high-definition professional broadcast and video equipment, highlighted by the XDCAM® HD and CineAlta™ lines of cameras and camcorders, as well as the SXRD™ 4K digital projector. The latest news and information is available at the company's web site at http://www.sony.com/news.

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SOURCE: Sony Electronics Inc.

CONTACT: Rachelle Arcebido of Sony Electronics Inc., +1-858-942-4155,
rachelle.arcebido@am.sony.com

Web site: http://www.sony.com/news
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