Singapore, 13^th May 2009 – Kicking off this May, NBC Universal (NBCU) Global Networks has rolled out a media-first campaign for its Sci-Fi Channel premiere with JCDecaux On-Screen advertising at Cathay Cineplex Cineleisure Orchard. The 20 seconds TVC, themed 'They Walk Among Us' is strategically booked into the show times of Star Trek movie for two consecutive weeks to excite the public on what Sci-Fi has to offer and Star Trek Fans will also finally get their fill of Star Trek as their favourite TV series will be aired on television!

To generate hype and awareness for the launch, five talent actors are engaged over three weekends starting 8th May and donned in outfits of Sci-Fi characters to mingle amongst the audience in the cinema halls until before the start of the movie to intrigue and allow the patrons first-hand experience of their core message - that sci-fi walks/lives among us. The five Sci-Fi characters one can expect to see emerging into the cinema hall are the 1) Guardian - a matrix-styled intelligence male operative wearing dark glasses with reptilian scales creep up his neck an across the side of his face 2) Amber - a auburn-haired female ninja-styled superhero carrying two swords and a whip strapped to her thigh 3) Luna - a white-haired and golden coloured lip Soceress carrying a scepter 4) Omega - a one-clawed hand monster-styled villain with distinct facial lesions walking with a slight stoop carrying his staff and lastly 5) Jada - a superior life-form alien covered with abstract drawings on her entire face carrying a lighted Orb. In addition, cinema patrons are presented with a pen resembling a lab injector, in sync with the theme, at the end of movie at the cinema hall doors. Targeted at adventurous, thrill-seekers, imaginative and creative in mind, this publicity stunt aims to instill a strong, favourable impression that will become a talking point amongst the cinema audience once they leave the cinema hall and as a result form a positive word-of-mouth for the campaign.

Assisting to ensure the successful execution of this publicity activity, Cathay Cineplex Cineleisure Orchard has also greatly supported with offering a 10 seconds slide bonus to inform movie patrons of the available premiums as well as renting two E2MAX game rooms at a preferential rate to NBCU as a make-up and resting area for the talent actors.

Suhaimi Rafdi, Chief Executive Officer of Cathay Organisation, says, "Cathay Cineplexes is pleased to be supporting this exciting and innovative campaign. The interactive elements injected into this screening event will help to further enhance the total movie experience for both movie-goers and Star Trek lovers."

"This campaign is a great example of the simplicity and innovation that is possible out-of-home and the attention and strong resonance it warrants to garner for the campaign and the brand. We are extremely excited to be the out-of-home partner for the campaign", adds Evlyn Yang, General Manager of JCDecaux Singapore.