Horton Hears Who... Went on Talk Shows to Promote His Movie

SAN MATEO, CA, Mar 31 (MARKET WIRE) --
Horton may have heard a Who, but he also heard the sound of people buying
tickets to see his movie the first week it opened. The movie generated
positive pre-launch buzz thanks to numerous appearances by the film's stars on
daytime and late-night talk shows during the weeks leading up to its opening.

According to data released today by Integrated Media Measurement Inc.
(IMMI), a leading provider of consumer behavior data to media companies and
advertisers, 5.6 percent of people who saw one talk show appearance by one of
the film's stars went to the theatre to see the movie.

"Horton Hears A Who" stars Jim Carrey, Steve Carell and Carol Burnett
promoted
the animated film on television talk shows such as "Oprah," the "Today" show,
"Live With Regis & Kelly" and "Late Night With Conan O'Brien."

"The is the first data to show a definitive connection between the
appearance
of a celebrity on a talk show and ticket sales, and then to quantify that
connection," said Amanda Welsh, head of research for Integrated Media
Measurement Inc. "Using our mobile phone technology, we can track which
panel members saw the talk show appearances and then whether or not those same
people actually went to see the movie thereby measuring the effectiveness of the
publicity campaign."

Who was the star whose television appearances drove the most people into
theatres? Steve Carell, with four percent of people who saw the funnyman on a
talk show actually going to see the movie. The data showed that 1.8 percent
of people who saw either Jim Carrey or Carol Burnett on a talk show went to
see the film. The research was implemented through a research panel built by
IMMI that mirrors U.S. Census results for fundamental demographics in key
markets.IMMI provides thousands of panel members in key markets with a mobile
phone,
asking them to carry it with them wherever they go. The mobile phone is
equipped with a technology that creates digital signatures of all the audio
media (television, radio and movies) to which it has been exposed. IMMI can
determine viewing audiences, as well as certain types of consumer behavior
based on a timeline of when the media was viewed or heard.

Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media
measurement system that links media exposure to consumer action. Using a
mobile-phone-based digital monitoring system, IMMI tracks almost all media 24/7
and helps businesses evaluate the effectiveness of their advertising campaigns.
IMMI is based in San Mateo, Calif. More information is available at
http://www.immi.com.

Contact:
Steve Honig
The Honig Company, Inc.
818-986-4300
Email Contact

Copyright 2008, Market Wire, All rights reserved.

-0-