From The Big Screen To The High Seas: Royal Caribbean And Dreamworks Animation Unveil An Unprecedented Strategic Alliance

Newspapers

MIAMI, FL and GLENDALE, CA – June 4, 2010 – Furthering Royal Caribbean International’s commitment to providing guests with unparalleled vacation experiences, the global cruise line today announced that it has formed a strategic alliance with Animation SKG, Inc. (Nasdaq: DWA), the world-class animated film studio powerhouse, to bring the next generation of family programming and quality entertainment to the high seas. Vacationers of all ages will soon delight in interacting with some of Animation’s most beloved characters when a variety of new shows, activities and offerings are introduced on ships in the Royal Caribbean fleet. The alliance will first come to life for guests to enjoy onboard Allure of the Seas, Royal Caribbean’s newest ship that will debut in December 2010 and will share the title of world’s largest and most revolutionary cruise ship with its sister ship, Oasis of the Seas.

“Royal Caribbean and Animation share many of the same philosophies when it comes to high-quality family entertainment, so there is quite a lot of synergy going into this strategic alliance,” said Adam Goldstein, president and CEO, Royal Caribbean International. “We are constantly striving to offer dynamic and engaging programming onboard our ships and couldn’t think of a better brand than Animation to help take it to the next level.”

“Royal Caribbean is a world-class leader in the cruise ship industry who excels at continually finding innovative ways to raise the bar in providing family entertainment at sea,” said Jeffrey Katzenberg, CEO, Animation. “We look forward to working with them to incorporate Animation characters and storytelling throughout the entire cruise experience.”

After launching on Allure of the Seas, the Animation-themed activities and amenities will be incorporated into Royal Caribbean’s renowned entertainment programs on Oasis of the Seas, Freedom of the Seas and Liberty of the Seas, with some of the studio’s most popular feature films – “Shrek,” “Madagascar,” “Kung Fu Panda” and “How to Train Your Dragon” – anchoring the integrations.

Year round, “celebrity” characters including Shrek, Fiona and Puss In Boots of “Shrek;” Alex, Marty and the Penguins of “Madagascar;” Po of “Kung Fu Panda” and Hiccup of “How to Train Your Dragon” will engage guests of all ages, day and night, with unique experiences, including exclusive special events and energetic parades, as well as through interactive character meals in the main dining room, and of course plenty of photo opportunities. Royal Caribbean’s younger guests who choose to participate in the complimentary award-winning Adventure Ocean children’s program will relish in an exhilarating new lineup of activities, games and adventures rooted in the popular Animation movies.

What’s more, the phenomenon of 3D movies will be introduced to the open ocean when Royal Caribbean installs the 3D screens in the ships’ theaters. The new addition will give guests the opportunity to experience both new and longtime favorite Animation movies on the big screen.

Taking the strategic alliance even further, Royal Caribbean will celebrate the addition of Allure of the Seas to the cruise line’s 21-ship fleet by inviting the Animation cast of characters to take the stage in the AquaTheater, the impressive outdoor venue located at the stern of the ship, to perform a one-of-a-kind aquatic based show full of acrobatics and high-diving stunts. In addition, Royal Caribbean’s popular ice-skating venue on Allure will feature the characters from the recent hit film, “How to Train Your Dragon” in a spectacular ice show for guests. The experience on the Royal Caribbean ships is included in the world-class entertainment programming at no additional costs to guests.