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Capcom launches a ‘viewtiful’ MEDIA campaign to support the release of Viewtiful Joe™ for nintendo gamecube™

National Television Advertising to Broaden Overall Marketing Program for Quirky Action Superhero

SUNNYVALE, Calif. September 25, 2003  Capcom Entertainment, a leading worldwide developer and publisher of video games, today announced a national television advertising program to support the upcoming release of Viewtiful Joe for the Nintendo GameCube™. The television marketing campaign, which begins on September 29 and runs for several weeks, will generate over 75 million consumer impressions. The new TV ads will support the overall extensive marketing initiative, which includes print and online advertising, an online street team, as well as promotional and retail partnerships.

An all-new concept in video games, Viewtiful Joe blends the latest cel-shaded graphic advancements with classic side-scrolling gameplay to introduce the world’s quirkiest million dollar action superhero, Joe! Viewtiful Joe redefines the action genre by mixing innovative “viewpoint” fighting into an amazing stunt filled movie universe. Combining a true comic book look with innovative stylized action will set Viewtiful Joe apart from all other games on the market when the game is released on October 7.

“In support of the most innovative title to be released this year, we pulled out all the stops for Viewtiful Joe,” said Todd Thorson, director of marketing, Capcom Entertainment. “A national marketing campaign spanning all types of media, starting this month, will let everyone know what a ‘viewtiful’ world it is.”

The :30 and :15 second television spots are aimed at the teen and adult markets, ages 12 to 34 years old, and will appear on network primetime, syndicated and cable programming in the U.S. and Canada including “Smallville,” Smackdown,” “Adult Swim,” and “Paradise Hotel”. The print campaign includes single-page and spread ads that will be featured in leading video game magazines and dedicated men’s publications including Maxim, DC Comics, Mad Magazine, Nintendo Power, Electronic Gaming Monthly and Game Informer, just to name a few. Online efforts include web site advertising as well as an 800+ member online street team whose goal is to evangelize the “viewtiful” new game. National retail support will consist of pre-order and point of sale purchase campaigns at major retail outlets and a promotional sweepstakes will be conducted giving away a customized Viewtiful Joe Vespa scooter.

Viewtiful Joe begins as Joe and his girlfriend, Silvia, are at the movies watching his favorite superhero, Captain Blue. Somehow, Silvia is warped into the motion picture realm and it is up to Joe to fight the on-screen bad guys and rescue her. In the effort of saving his damsel in distress, Joe becomes more than just any ordinary dude. He gains new visual effects powers to perform special fighting techniques that can be utilized to affect time and initiate a variety of devastating combos on foes. Joe’s special powers can also be used to solve various inventive puzzles.

Players will progress through various quasi 2D/3D cel-shaded environments implementing Joe’s visual effect abilities to bash enemies with beautiful style. It is up to gamers to activate the correct view mode, such as “Slow,” a technique for instantaneously slowing down the action to inflict damage reminiscent of today’s films, or “Mach Speed” to destroy enemies using a lighting-fast approach. Viewtiful Joe carries a “T” rating for teen audiences from the ESRB (Entertainment Software Rating Board).

Capcom Entertainment, headquartered in Sunnyvale, California, is a wholly owned subsidiary of Capcom, Co., Ltd. of Japan. A leading force in the multi-billion dollar interactive entertainment industry, Capcom’s legacy spans more than 23 years of entertaining video gamers. Capcom develops, markets, and distributes home video games for the PlayStation® game console, PlayStation®2 computer entertainment system, Nintendo GameCube™ and Xbox™ game consoles, Game Boy® Advance and Game Boy® Color Systems, personal computers, and coin-operated games. Worldwide recognizable product lines include the Resident Evil, Street Fighter, Mega Man, Breath of Fire, and Onimusha series. World headquarters in Osaka, Japan, the company also has offices in Tokyo, Hong Kong, London and Sunnyvale, California. The company is publicly traded on the Tokyo Stock Exchange code number 9697.

Capcom, Street Fighter and Resident Evil are registered trademarks of Capcom Co., Ltd. Onimusha, Mega Man, P.N.03 and Breath of Fire are trademarks of Capcom Co., Ltd. ©CAPCOM CO., LTD. 2003 ©CAPCOM U.S.A., INC. 2003. ALL RIGHTS RESERVED. CAPCOM and the CAPCOM logo are registered trademarks of CAPCOM CO., LTD. “PlayStation” and the "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc. Nintendo GameCube and Nintendo 64 are trademarks of Nintendo of America Inc. Xbox and Microsoft are trademarks of Microsoft Corp. All rights reserved. All other marks are the property of their respective holders.



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Viewtiful Joe (GC)