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Screenlife Hits the Big Time

30 Jun, 2003 By: Hive News


Toy giant Mattel, Inc. has made a multiyear worldwide licensing agreement with Screenlife to manufacture, distribute and market Screenlife's DVD-based board game “Scene It?.”

The deal also gives Mattel exclusive rights to the “Scene It?” brand across several toy categories including traditional, electronic and interactive games.

“Scene It?” combines the sociability and interaction of a board game with Hollywood trivia and DVD. The game uses movie clips in conjunction with a flat board game to pit players against each other to answer questions relying on memory, logic and pop culture knowledge. Questions range from trivia about the making of the movie, the actors or the scene to logic and observation, so players don't have to be film buffs to make the final cut.

"By incorporating the fastest-growing technology, DVD, with America's fascination with film and movie stars, ‘Scene It?' takes the board game experience to an unprecedented level of excitement and interactivity," said Phil Jackson, VP, games & puzzles marketing at Mattel. "I expect this game to create a new and exciting way for young adults to entertain and be entertained.

Mattel has also committed to unveiling a multifaceted marketing program throughout the term of the agreement, including a print campaign starting fall 2003 and TV advertising in 2004.

The game includes two proprietary technologies from Screenlife: the Flextime Gameboard lets players to play a full or abbreviated version of the game. Optreve DVD Enhancement shuffles the clips and questions on the DVD and deals them out randomly to keep the game fresh. Optreve also remembers what has already been played, thereby eliminating repeats.

"DVD players are relatively simple machines and Optreve makes them smart," said Craig Kinzer, co-founder and chairman of Screenlife. "Optreve will revolutionize the way we entertain, learn and educate as Mattel and Screenlife take DVDs to the next level."

The game features 180 movie clips, 250 stars and 1,100 trivia questions supported with clips from five major studios: 20th Century Fox Film Corp., Dreamworks SKG, MGM, Sony Pictures Entertainment and Universal. “Scene It?” will be available nationwide in October for a retail price of $39.99.


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