July 5, 2002 (Toronto) – CineBabies, a company that has been providing a baby friendly movie-going experience for parents in Toronto, and Famous Players Inc., Canada’s largest movie exhibition company, have announced a new partnership that will see the popular program extend beyond Toronto and into other centres across Canada. Guests can now check local listings at www.famousplayers.com or www.CineBabies.com for weekly movies and show times.

As of June 18^th, 2002 at the SilverCity in North York at Empress Walk, and June 19^th at all other participating locations, parents are now able to bring their babies (under one year recommended) to special CineBabies screenings of currently released movies parents want to see. Other Famous Players locations that are participating in Cinebabies: Colossus Langley, SilverCity Mississauga, SilverCity Gloucester (Ottawa) and Colisée Kirkland.

CineBabies screenings are scheduled during the week in the early afternoon, to take the best advantage of a parent’s hectic, baby-oriented schedule. The sound in the auditorium is turned down, to avoid offending baby’s sensitive ears and stroller parking is available outside the theatre. Some screenings will also have Guest Speakers before the film to discuss the latest baby information and products available.

Famous Players, a company who prides itself on its innovations to the out-of-home entertainment experience, saw an immediate fit with CineBabies. "We are happy to provide this unique service, in partnership with CineBabies," said Nuria Bronfman, Vice President Corporate Affairs for Famous Players. "It gives the opportunity for new parents to connect with other parents, and watch a movie in a fantastic environment."

Cinebabies was born from a failed movie-going experience in the dead of winter with Sandi Silver, President (and Chief CineMama) of Cinebabies, and her new born son, Mason. Before the opening credits were even finished, and much to the annoyance of the non-parents around her, Mason began crying. Forced to leave and frustrated about the possibility of never seeing a movie again, Ms. Silver began brainstorming on ideas to get out to the theatres.

"That’s when I came up with CineBabies," says Ms. Silver, "Once a week, every week we screen currently released films at specific theatres for moms (and dads) with babies and provide free wipes and stroller parking. And the babies are allowed to cry their little hearts out without a disapproving look in sight!"

CineBabies Inc. was founded on August 1st, 2001 to provide an opportunity for new parents to watch a recently released movie in a grand environment without having to worry about their baby disturbing anyone around them. Ms. Silver founded CineBabies while she was taking a year maternity leave from her position as Director of Marketing and Sales at Lions Gate Films. Ms. Silver has over 6 years of experience in the film industry.

Celebrating its 81^st anniversary, Famous Players is Canada’s top grossing and fastest growing theatrical exhibitor. Internationally recognized for its superior technology and innovation in theatre design and guest services, the company operates a total of 96 locations with more than 875 screens across the country, including theatres in its joint venture with IMAX and its partnership with Alliance Atlantis. Famous Players is part of the entertainment operations of Viacom Inc.

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