DODGE AND UNIVERSAL STUDIOS ANNOUNCE MAJOR MARKETING ALLIANCE

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

Auburn Hills, Mich. -- 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 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," said Jim Julow, Vice President, Dodge Division. "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.”

“The synergy between Universal and Dodge is incredible and our teaming possibilities are endless," Runtagh said. "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.