HALLMARK CHANNEL LAUNCHES NATIONAL INTEGRATED MARKETING
CAMPAIGN TO SUPPORT NETWORK�S THREE MYSTERY MOVIE FRANCHISES
Sweepstakes and Interactive Media Offerings to �Clue� Viewers into
12 New Original Movies
Hallmark Channel announced today it will launch a national integrated marketing
campaign to support its three Mystery Movie franchises, which will debut in January
2005. The campaign will support 12 Original Mystery Movies, with four movies for each
franchise, beginning Sunday, January 9, 2005 and then every Sunday thereafter. The
announcement was made by Chris Moseley, EVP and Chief Marketing Officer for
The campaign includes a sweepstakes that focuses on the first four Hallmark
Channel Mystery Movie premieres. Viewers will be able to obtain clues prior to the
weekly premiere via on-air promotional segments, opt-in emails, by searching through
virtual environments online or by participating in special �real world� events. During the
Mystery Movie premiere, viewers can call a toll-free number for a chance to solve the
mystery plotline before it is resolved at the end of the movie. If the viewer�s guess is
correct, they are automatically entered for a chance to win the weekly Grand Prize of
�The Mystery Movie Franchise is one of Hallmark Channel�s most ambitious
programming initiatives, and it deserves an innovative, wide-reaching promotional
campaign that will get our viewers excited about these movies,� stated Moseley. �We�ve
had tremendous success in the past with our integrated holiday promotions, and this
ambitious initiative takes us to the next level as far as viewer interaction and overall
marketing for an Original Movie Event.�
The three Hallmark Channel Mystery Movie franchises include:
o �McBride,� premiering January 9, starring John Larroquette as a cop-
turned-attorney who possesses a unique ability to eliminate potential
suspects through flashbacks that place him squarely in the scene of the
o �Jane Doe,� premiering January 16, starring Lea Thompson as a seemingly
ordinary soccer mom with an extraordinary aptitude for solving puzzles � and
a secret life as an independent contractor who works for the government.
o �Mystery Woman,� premiering January 23, with Kellie Martin reprising her
role as a talented photographer and mystery buff who works as an amateur
sleuth to solve the most baffling real-life crimes.
Hallmark Channel is a 24-hour basic cable channel that provides high-quality
entertainment programming to a national audience of more than 64 million subscribers.
The program service is distributed through nearly 4,500 cable systems and communities
and direct-to-home satellite services across the country. Crown Media Holdings, Inc.
(NASDAQ: CRWN) owns and operates Hallmark Channel, which, in addition to the U.S.,
is distributed worldwide to more than 122 countries. The combined channels reach
more than 116 million subscribers globally. In January 2004, Crown launched its first
digital service, the Hallmark Movie Channel, which is its second 24-hour linear channel.
Through its subsidiary, Crown Media Distribution, LLC, Crown also distributes awardwinning
titles from the Hallmark Entertainment collection for exhibition in a variety of
television media including Video-on-Demand and High Definition Television.
� HALLMARK CHANNEL �
For more information visit hallmarkchannel.com or hallmarkmoviechannel.com.