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February 13 2004



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Jet Li Plays as Kit Yun in His First Television Commercial for the U.S. Market

FOSTER CITY, Calif., February 13, 2004 � Sony Computer Entertainment America Inc. announced today the details of an extensive marketing campaign for Rise to Honor � , a fast-paced action game inspired by the cinematic style of the Hong Kong movie genre. Highlighting the print and television campaign tagline, �For Kit Yun, the only way out of the Hong Kong underworld is to go back in,� worldwide action star Jet Li not only participated in the creative development of the game, but also offered support for the marketing campaign.

Available exclusively for the PlayStation®2 computer entertainment system on February 17, Rise to Honor will receive national advertising across television, print and online vehicles, key promotional and retail support along with a strategic viral marketing campaign. Developed by Sony Computer Entertainment America's Foster City Studio, Rise to Honor features Jet Li's signature moves in a unique 360-degree fight system that enables gamers to simultaneously battle multiple enemies in any direction without reorienting the player .

Rise to Honor appeals to the movie-watcher in all of us by making you feel like the star of your very own Hong Kong action film through performing Jet Li's moves,� said Ami Blaire, director, product marketing, Sony Computer Entertainment America. �We are generating awareness and excitement nationwide through dedicated programs across broadcast, print, Web sites and major retailers that are already well underway.�

National Broadcast/Cable Advertising Campaign

Targeting the 13 and older male audience, the national television campaign premiered during the Super Bowl pre-game show. Featuring intense martial arts fighting and gun scenes shown in reverse sequence, the television spot for Rise to Honor is the first time Jet Li has participated in an original TV advertisement for one of his projects in the United States.

�I've always wanted to be as involved as possible in Rise to Honor ,� said Jet Li. �From the motion capture and voice recording sessions to the commercial production, the making of Rise to Honor has been a great experience, and I hope consumers will enjoy the end result.� Action Director and Rise to Honor's fight choreographer, Cory Yuen, also took part in the directing the action sequences for the TV commercial.

The spots will run in various time slots on network, cable and syndicated programming through April 2004. Executions will air on FOX, NBC, CBS, UPN, and WBN networks, reaching viewers of �Arrested Development ,� �Saturday Night Live,� �Late Night with Conan O'Brien,� �The Surreal Life ,� �Cops 2 ,� �The Late Late Show with Craig Kilborn ,� �Mad TV,� �WWE Smackdown,� and more. Targeted c able programming on shows such as �South Park,� �Howard Stern,� �Real World ,� �The Osbournes ,� �SportsCenter,� and �Winter X Games � will also be utilized with spots running on BET, Comedy Central, E!, ESPN, ESPN2, FoxFX, MTV, MTV2, Speedvision, TBS, TNN, VH1, G4, USA and additional n etworks .

National Print Advertising Campaign

To support Rise to Honor , the print advertising campaign focuses on the story of a cop sworn to fulfill his duty, yet bound by a promise to a crime lord in the Hong Kong underworld.

The campaign will reach millions of readers nationwide through placements in a wide variety of national consumer, gaming, men's lifestyle, music, and entertainment publications. The print campaign will begin in January and continue through April. Print ads will run in publications such as Playboy, FHM , Complex, The Source, SuperStreet, Black Belt, Rolling Stone, Entertainment Weekly, GamePro, Game Informer, PlayStation Magazine , and many more. The print ad will also run in various alternative newspapers including LA Weekly and SF Weekly .

Viral and Online Advertising

Viral advertising will consist of �wild postings� in San Francisco, Los Angeles, and New York. Online advertising will commence in February and continue through the end of April. The ad will be run on Web sites such as,,,, and .

National Retail Support and Promotions

Many major retailers will be providing customers who pre- order Rise to Honor a demo disc that encompasses the game's first mission. The retailers will be supporting this program with Point-of-Purchase displays and advertising.

Rise to Honor will be available for consumers to play at various PlayStation sponsored events including the Winter X-Games, NFL Experience and at a dedicated San Francisco launch event to be held at the Metreon on February 17.

About Rise to Honor

Inspired by the excitement and cinematic styling of the Hong Kong action movie genre, Rise to Honor is a fast-paced action game developed exclusively for the PlayStation®2 computer entertainment system. Created by Sony Computer Entertainment America's Foster City Studio in collaboration with worldwide action star Jet Li, Rise to Honor will immerse players into an action packed story line centered on family, deceit and honor in a chain of dangerous events extending from Hong Kong to San Francisco.

Using motion capture technology to incorporate Jet Li's signature moves, Rise to Honor adds a new level of realism and authenticity into the action genre. Rise to Honor lets gamers simultaneously battle multiple enemies through a 360-degree fight system with cinematic impact. Players will utilize hand-to-hand moves, weapon based attacks, and interactive objects to defeat enemies.

The independent Entertainment Software Rating Board (ESRB) has rated Rise to Honor �T� for Teen. For more information about the ESRB visit

About Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one� game console, and the PlayStation®2 computer entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets and distributes software for the PS one game console and the PlayStation 2 computer entertainment system for the North American market. Based in Foster City, Calif. Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly-owned subsidiary of Sony Computer Entertainment Inc.

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