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Entertainment One partners with AURASMA to bring augmented reality to audiences with APP eOne PLUS

TORONTO/NEW YORK/SAN FRANCISCO – October 4, 2012 – Entertainment One (eOne) and Aurasma, the world’s leading augmented reality platform, are pleased to announce their partnership and the exciting launch of the free app eOne PLUS. A joint initiative between eOne Television International and eOne Films US, eOne PLUS will bring an innovative new experience to North American audiences.

eOne PLUS, powered by Aurasma, runs on iPhone 3GS (and above), iPad2 (and above) and high-powered Android devices. The app will enable smartphones and tablets to recognize real world objects and seamlessly overlay multimedia content, including video, 3D animations and virtual objects, into the viewer to create a powerfully unique and engaging experience.

“We’re excited to be one of the first entertainment companies to partner with Aurasma in North America. Aurasma’s technology brings a unique, interactive experience to the consumer that crosses over to next-level mobile marketing,” said Michael E. Rosenberg, President, eOne Films US.

The app will offer fans the opportunity to make promotional materials come to life with an experiential browsing platform that melds the virtual and physical worlds. Previewing the app to buyers for the first time at MIPCOM, eOne Television International will showcase trailers and exclusive content through eOne PLUS for exciting new television series Primeval: New World (Space/Syfy & Hulu) and fan-favorite Haven (Showcase/Syfy).

Similarly, eOne Films US will unveil eOne PLUS features on two home entertainment new releases; Vampire Dog, a family-friendly comedy and Iron Sky, an epic sci-fi comedy that has taken the globe by storm. Consumers aiming their devices at the Vampire Dog and Iron Sky packaging will trigger an interactive experience that makes the DVD covers come to life. Both animations then display the films respective trailers giving consumers a chance to preview the film at point of purchase.

“We’re delighted to introduce eOne PLUS to our broadcast partners at MIPCOM next week,” added Prentiss Fraser, SVP Worldwide Sales and Acquisitions, eOne Television International. “We’re always looking to join forces with innovative forward thinking companies to offer more and more content on multiple screens and platforms.”

eOne is also looking forward to debuting new promotional materials via eOne PLUS at New York Comic Con later this month.

About Entertainment One
Entertainment One Ltd. (LSE: ETO) is a leading international entertainment company that specializes in the acquisition, production and distribution of film and television content. The company’s comprehensive network extends around the globe including Canada, the U.S., the UK, Ireland, Benelux, France, Germany, Scandinavia, Australia, New Zealand, South Africa and South Korea. Through established Entertainment and Distribution divisions, the company provides extensive expertise in film distribution, television and music production, family programming and merchandising and licensing. Its current rights library is exploited across all media formats and includes more than 24,000 film and television titles, 2,700 hours of television programming and 45,000 music tracks.

About Aurasma
Aurasma is the world’s leading augmented reality platform that merges the physical world with the virtual. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognize and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called “Auras”. Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own.

Since its launch in June 2011, Aurasma has had more than four million downloads in over 100 countries. Over 10,000 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy – an HP Company.

Contact Information:
Jackie Rubin
Entertainment One
jrubin@entonegroup.com
416.979.7256

Michael Krause/Daniela Sapkar, Foundry Communications
mkrause@foundrycomm.com/ dsapkar@foundrycomm.com
(212) 586-7967/ (646) 644-4418

Laura Kopf, Aurasma
Laura.kopf@hp.com
(415) 905-0027

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