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Dodge and Universal Studios Announce Major Marketing Alliance

12 January 1999

Dodge and Universal Studios Announce Major Marketing Alliance

              Multi-Million Dollar Agreement Ranks Among Largest
                     in Auto and Entertainment Industries

    AUBURN HILLS, Mich. and UNIVERSAL CITY, Calif., Jan. 11 --
DaimlerChrysler's Dodge Division and Universal Studios have entered into a
multi-million dollar marketing agreement, making Dodge the exclusive
automotive partner for Universal's wide range of theme park, motion picture,
consumer products and new media properties.  This agreement, which represents
one of the largest fully integrated automotive and entertainment partnerships
ever, was announced today by Jim Julow, vice president, Dodge Division, and
Hellene Runtagh, senior vice president, Universal Studios.
    In making the announcement, Mr. Julow said, "In Universal, we have found a
partner who thinks like us, acts like us and offers the depth and breadth of
customer relationship opportunities we're looking for.  From motion pictures
to consumer goods, theme parks and the Internet, we now have new avenues to
gain exposure for all of our products and to serve both new and existing
customers."
    Ms. Runtagh said, "The synergy between Universal and Dodge is incredible
and our teaming possibilities are endless.  We share a common desire to build
long-term bonds between our companies that will translate to significant added
value to our customers."
    The agreement provides for unique exposure, licensing and merchandising
opportunities for Dodge to build on the entertainment value of Universal's
properties.  These include:  a first-look at marketing tie-ins with select
motion pictures; an exclusive automotive partnership with animalhouse.com, the
fastest-growing web site for young adults that reaches students at over 2,500
campuses throughout the U.S.; and the use of various Universal characters
through advertising, point of purchase displays, premiums, and many other
consumer incentives.
    The cornerstone of the agreement is a far-reaching campaign linking Dodge
with the Summer 1999 opening of Universal's Islands of Adventure, the world's
most technologically advanced theme park at Universal Studios Escape in
Orlando, Florida.  The partnership will be reinforced with an integrated
marketing campaign illustrating the unique qualities common to both Universal
and Dodge, and incorporating many well-known characters that are featured in
attractions at the park, including Spider Man, Popeye, Dr. Seuss's The Cat in
the Hat and the dinosaurs of "Jurassic Park."
    Designed to build on Dodge's relationship with its minivan owners through
a comprehensive owner appreciation program, Dodge -- and its dealers -- will
invite Caravan owners to a special sneak preview of Islands of Adventure,
during the weekend of June 17-19.  Dodge families will be offered a special
package rate that will include three full days at Universal Studios Escape and
Islands of Adventure, preferred early access to the park, special seating at
shows and an owners-only party and fireworks show.
    "We have a tremendous opportunity to show our appreciation to our Caravan
owners and give them special privileges at what will soon be the hottest
family destination in America -- Universal Studios Escape," said Mr. Julow.
"This is something no other minivan maker can offer."
    "Islands of Adventure and the many characters around the park represent
adventure, technology and innovation, which are the exact images tied to
Dodge," said Cathy Nichols, chairman and chief executive officer, Universal
Studios Recreation Group.  "Between Dodge's customer appreciation program and
the advertising, we hope Caravan owners will feel like Universal Studios
Escape is their park."

    Dodge is a division of DaimlerChrysler.  Through its over 2,900 dealers
nationwide, Dodge sold over 1.4 million cars, trucks and minivans in 1998.

    Universal Studios is a diversified international entertainment company
engaged in production and distribution of theatrical, television and home
video products; manufacture and distribution of recorded music and music
publishing; merchandising of a wide variety of entertainment-related consumer
products; operation of theme parks and concert facilities; production and
distribution of interactive entertainment; and retailing.  Universal Studios
is a unit of The Seagram Company Ltd., a global entertainment and beverage
company.