First available offerings include LED TVs, Blu-ray Players and 3D Active Glasses

First-Ever Release of Most Successful Animated Film Series of All Time in 3D From DreamWorks Animation

NEW YORK — (BUSINESS WIRE) — March 9, 2010 — Samsung Electronics Co., Ltd., a market leader and award-winning innovator in consumer electronics, today made another stride toward redefining the home entertainment experience by officially announcing the world’s first-available Full HD 3D LED TV and full lineup of 3D home entertainment products to consumers worldwide. Samsung also announced today the expansion of its strategic alliance with DreamWorks Animation SKG, Inc. (Nasdaq: DWA) 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.

To make 3D TV more accessible for consumers globally, Samsung unveiled a promotional program where everyone who purchases a 2010 Samsung 3D TV and 3D Blu-ray Player or Home Theater System will receive a 3D starter kit that includes two pairs of Samsung 3D active glasses and a first time, feature-length 3D Blu-ray version of DreamWorks Animation’s 2009 release, Monsters vs. Aliens (exclusive to Samsung products). Additionally, during the second half of 2010, the most successful animated film franchise of all time – DreamWorks Animation’s Shrek film series – will be available in 3D Blu-ray for Samsung home solutions.

“Samsung has been the number one company in the global TV market for four straight years, and we remain committed to leading the market by deploying new categories of entertainment like Full HD 3D LED TVs, on which consumers around the world will be able to enjoy their favorite content, including DreamWorks Animation’s Shrek franchise, in their homes,” said Boo-Keun Yoon, President of Visual Display Business Unit at Samsung Electronics. “With the widest range of options for 3D home solutions ever, Samsung continues to lead the home entertainment industry by liberating 2D content to 3D, and creating new, immersive experiences for consumers.”

“It is an incredibly exciting time for the industry at large, as we continue to see the proliferation of 3D in theaters globally at unprecedented rates and now – thanks to Samsung’s innovation leading the charge – the capability to deliver a truly premium 3D experience for consumers in their homes. We are thrilled to be able to offer audiences the exciting opportunity to bring the world and characters of all of our Shrek movies home with them this year in 3D,” said Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation.

The news was delivered at Samsung’s Full HD 3D LED TV global launch press conference held in New York City today, one of several global events this week created by the company to invite influencers and consumers to enjoy all the capabilities of Samsung’s 3D technology leadership.

Global Product Availability

Samsung will launch the broadest line of 3D home entertainment products in 2010. Its 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, with the remaining 3D TVs rolling out over the next several months. Samsung is delivering 3D the way it was meant to be watched, combining the Samsung BD-C6900 3D Blu-ray player or the Samsung HT-C6930W 3D Blu-ray integrated home theater system, stylish 3D active glasses and movie in Blu-ray 3D. The result: Full HD with lifelike depth and color clarity at home.

First to Market Full HD 3D LED TV Raises Bar for TV Excellence

This year’s premium LED TV models, the C7000, C8000 and C9000, feature Samsung’s Real240Hz™ refresh rate technology and Samsung’s proprietary built-in 3D processor that is compatible with major 3D format standards. Samsung’s 3D technology and a faster panel optimized for 3D work together to deliver an immersive viewing experience. When not in the 3D mode, you’re back to watching one of the best performing HDTVs on the market with the push of a button.

The LED TVs come with Internet@TV connectivity which includes the world’s first HDTV app store, Samsung Apps, allowing users to download and view applications on their TV screens. The 3D LED TVs are also the highest performing and most eco-conscious HDTV products Samsung has ever released, all exceeding the more stringent EnergyStar 4.0 guidelines.

Taking the Wonder of 3D to people’s home

In the US, Samsung is launching a holistic marketing campaign under the name “Dedicated to Wonder,” a high-profile marketing effort that includes television advertising and the first 3D Cinema advertising (Spot?) for a consumer electronics brand. Samsung assembled an elite production crew, including the Oscar-winning director of photography, Mauro Fiore, and is bringing the wonder of the 3D experience to life with this new marketing campaign. New commercials will begin hitting the air this week, highlighting Samsung’s 3D technology and the wonder it brings to the home entertainment experience.

Samsung’s in-store display plan is also key to exposing consumers to the technology and educating them on the value of 3D. Samsung’s internal research shows that while awareness of 3D technology is high, less than a third of consumers have had any experience with it. For this reason, Samsung is strengthening marketing activities in an effort to make it easier for consumers to experience 3D. In 2010, consumers can expect to experience this immersive experience in more than 5,000 stores across the nation. Displays will start being deployed later in the month.

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.

About DreamWorks Animation

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the “100 Best Companies to Work For” by FORTUNE® Magazine for two consecutive years. In 2010, DreamWorks Animation ranks #6 on the list. All of DreamWorks Animation’s feature films are now being produced in 3D. The Company has theatrically released a total of 18 animated feature films, including the franchise properties, Shrek, Madagascar and Kung Fu Panda. DreamWorks Animation’s three feature film releases in 2010 are How to Train Your Dragon, Shrek Forever After and Megamind.

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