MULTI–MILLION DOLLARWARNER BROTHERS MOVIEMARKETING CAMPAIGN

• Blockbuster Holiday 2004 movie from Warner Bros.

• Based on the best-selling Caldecott Medal–winning book byChris Van Allsburg

• Starring Tom Hanks; reunites Academy Award–winning team ofHanks and director Robert Zemeckis

• Shot in full CG animation through Sony Pictures Imageworks’next-generation motion capture process

H o u g h t o n M i f f l i n C o m p a n ywww.houghtonmifflinbooks.com Copyright © 2004 Houghton Mifflin Company. All Rights Reserved.

Starring TOM HANKSin theaters nationwide November 10, 2004!

T H E P O L A R E X P R E S ST H E P O L A R E X P R E S S

• Trailers on 8500 screensNovember 2003June 2004 (with Harry Potter)September/October 2004

• Massive publicity promotion and ad campaigns

Promotional and LicensingPartners

• Hallmark• Grand Canyon Railway• THQ Interactive Video• Brio• Hasbro• Lionel• Kraft• Pepsi/Frito–Lay

$500,000 HOUGHTONMIFFLIN MARKETINGCAMPAIGN

• Coast to coast author tour• Traffic–stopping signage andmixed floor and counter displays• Online promotionwww.polarexpress.com• Co–promotion with teachergroups and licensing partners• National advertising• National publicity

MULTI–MILLION DOLLARWARNER BROTHERS MOVIEMARKETING CAMPAIGN

$500,000 HOUGHTONMIFFLIN MARKETINGCAMPAIGN

7/26/04

Publishing Program Fall 2004T H E P O L A R E X P R E S ST H E P O L A R E X P R E S S

• 5 million copies sold worldwide

• Caldecott Medal Winner, 1986

• Most widely held children’s library book

• Perennial bestseller

• The Polar Express, by Chris Van AllsburgThe classic Christmas story and Caldecott Medal-winning book11⅜ x 9 • 32 pages • hardcover • $18.95 • ISBN 0-395-38949-6

• The Polar Express Gift Set (All new gift package that includes The PolarExpress hardcover picture book, audio cassette and CD of the dramatic reading byLiam Neeson, and a keepsake bell)11⅞ x 15¼ x 1¼ • 32 pages • $25.00 • new ISBN 0-618-47797-7

The Polar Express by Chris Van AllsburgThe Polar Express by Chris Van Allsburg

The Polar Express Movie Tie–in ProgramThe Polar Express Movie Tie–in Program

The Polar Express DisplaysThe Polar Express Displays

NATIONAL LAYDOWN DATE OCTOBER 12, 2004• The Polar Express The Movie The Magic JourneyDeluxe Storybook includes full-color poster

8 x 10 • 48 pages • Paper–over–board Picture Book,

15 x 19 3/4 poster included • $9.99 • ISBN 0-618-47788-8

• The Polar Express The Movie The Journey BeginsAn Early Reader6 x 9 • 32 pages • Paperback Early Reader • $3.99 • ISBN 0-618-47795-0

• The Polar Express The Movie Keepsake MemoryBook includes fun facts, holiday projects and crafts, songs from thefilm, games, and science 9 x 10 • 32 pages • Paperback Picture Book • $5.99 •ISBN 0-618-47789-6

• The Polar Express The Movie Trip to the NorthPole A Junior Novel by Ellen Weiss 5¼ x 7⅝ • 128 pages • Paperback Fiction, 8-page color insert • $4.99• ISBN 0-618-47790-X

• The Polar Express The Movie Shadowbook: AnInteractive Shadow-casting Bedtime Story7¼ x 10¼ • 6 pages • heavy board stock • $14.99• ISBN 0-618-47793-4

• The Polar Express The Movie Board Books5 x 5 • Die-cut shapes • 12 pages • $4.99 each a) All Aboard the Polar Express (Train) • ISBN 0-618-47792-6 b)The Gift of Christmas (Bell) • ISBN 0-618-47791-8

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62-copy Mixed Floor Display(Train is die cut, three dimensionaleffect. Small pockets hold full-colorbookmarks.)

Dimensions: Book tray: 19" wide x 44"high • Base: 15" x 15" • Total overallwidth: 27" (side panels angle back; visi-ble from both sides) • Total height: 68"

ISBN 0-618-49243-7 • Price: $556.90

10-copy Counter DisplayISBN 0-618-02561-8 • Price: $189.50

Features 1 Pocket of each of the following quantities:• 12 copies, The Polar Express Classic• 8 copies, Deluxe Story Book• 8 copies, Early Reader• 8 copies, Keepsake Memory Book• 10 copies, Junior Novel• 4 copies, Shadow Book• 6 copies, All Aboard the Polar Express, Board Book• 6 copies, The Gift of Christmas, Board Book

Features 10 copies of The Polar Express classic book.

H o u g h t o n M i f f l i n C o m p a n ywww.houghtonmifflinbooks.com Copyright © 2004 Houghton Mifflin Company. All Rights Reserved.

7/26/04

T H E P O L A R E X P R E S ST H E P O L A R E X P R E S SHOUGHTON MIFFLIN CAMPAIGN 2004

• PERENNIAL BESTSELLERAppeared on 9 bestseller lists Holiday 2003

• COAST-TO-COAST AUTHOR TOURIncluding NY, LA, SF, Seattle, Portland, Detroit, Chicago, Houston,Dallas, Boston

• PUBLICITY OPPORTUNITIESUSA Today insert, celebrity readings and pajama parties and more

• MUSEUM SHOWSMajor exhibits in Massachusetts and Dallas

• RELAUNCH OF www.polarexpress.comJune ’04 including activity sheets, teacher material, links toChrisvanallsburg.com, Warner Brothers and other partner sites

• MAJOR PROMOTIONS WITH ALA, NEA(NEA 2.7 million members) and other literacy and educationalgroups

• MAJOR PRESENCE AT BEA, REGIONALTRADE SHOWS, ALA, EDUCATOR SHOWS

• CO-PROMOTIONS WITHKraft, Pepsi/Frito–Lay, Hallmark

• HIGH- IMPACT DISPLAY MATERIALIncluding mixed floor and counter displays, posters, bookmarks, andstore signage

• NATIONAL ADVERTISING

• AND THEN IN 2005!2005 is 20th anniversary of publication of The Polar Express (1985)November 2005 is release date of DVD/VHS of the motion picture

November 2003First TRAILER released, attached to Looney Tunes and other family films

January 2004First PUBLICITY RELEASE hits (See Entertainment Weekly, 1/16)

April 2004PROMOTIONAL TIE-INS COMMENCE: Special 8-page pull-outin April Kids Choices awards issue of Nickelodeon Magazine forPolar Express and four other Warner Bros. movies. Features moviestills, sweepstakes.

June 2004New TRAILER and POSTER in theaters, attached to Harry Potterand the Prisoner of Azkaban and other summer event films

September/October 2004Heavy TRAILER and POSTER exposure, including media, radio,print, online

Mid October 2004Major Warner Bros PUBLICITY BLITZ

October 12, 2004NATIONAL LAYDOWN DATE for HM MTI books and mixed floordisplay

November 1, 2004Major campaigns anf products launched by Warner Bros. Partners—Kraft, Pepsi/Frito–Lay, Hallmark, Lionel and others

November 10, 2004The Polar Express motion picture OPENS NATIONWIDE

Thanksgiving 2004Major AD CAMPAIGNS of licensed partners

November 2005DVD/VHS release of The Polar Express

H o u g h t o n M i f f l i n C o m p a n y 7/26/04

T H E P O L A R E X P R E S ST H E P O L A R E X P R E S SMOVIE CAMPAIGN COUNTDOWN!