WAYNE, N.J., Nov. 8 /PRNewswire/ -- Toshiba America Consumer Products, L.L.C. ("Toshiba") and DreamWorks Animation SKG, Inc. DWA announced today the launch of a new creative advertising campaign to support the release of "Shrek the Third," in high definition, exclusively on HD DVD. The TV ads spotlight the outstanding picture quality of the HD DVD version of the film and reinforce the consumer benefits of watching movies on HD DVD.

The 30 second TV commercials use the much-loved characters Donkey and Gingerbread Man, who discuss with studio execs how life-like they become when viewed on HD DVD. Currently airing, the two TV ads will run during network prime time and on several cable outlets. The ads incorporate the tagline "It all begins with HD," to convey that DVD is taken to the next level with HD DVD.

"Because our films are created digitally, the best way to watch "Shrek the Third" is on HD DVD," said Ann Daly, Chief Operating Officer of DreamWorks Animation. "With our films now in this format, families can get the highest quality viewing experience on their home televisions in HD."

"Shrek the Third," hitting shelves November 13, is another example of the great exclusive titles coming to HD DVD this holiday season. A family favorite, the movie features the voices of Mike Myers, Eddie Murphy and Cameron Diaz, all brought to life with HD DVD's high definition video and superior audio. The film also offers content exclusive to HD DVD such as Picture-in-Picture features, customizable character menu skins and web-enabled network features like Shrek's Trivia Track, The World of Shrek and Donkey's Digital Coloring Book. Only HD DVD can provide this type of content with currently available hardware and software.

"Through our partnership with DreamWorks, we are providing consumers with more HD content," said Maria Repole, Director, Corporate Communications for Toshiba. "Movies like 'Shrek the Third' were made for HD DVD and we are thrilled to have this title as an HD DVD exclusive. With Toshiba's HD DVD players, Shrek fans can experience amazing picture and sound quality as well as web-enabled network features for a truly interactive entertainment experience."

To further promote HD DVD to consumers over the coming months, Toshiba will continue to offer free movies with the purchase of any of its HD DVD players. In specially marked boxes of Toshiba's new line-up of 3rd generation players, consumers will take home the highly acclaimed HD DVD movies "300" from Warner Home Video and "The Bourne Identity" from Universal Studios Home Entertainment. In addition, "The Perfect HD Offer" runs until February 28th 2008. With the purchase of any Toshiba HD DVD player, consumers will be able to select five HD DVD titles for free, from a selection of 15, via a mail-in offer. Full offer details are available at http://www.toshibahddvd.com.

About Toshiba HD DVD Players:

HD DVD was designed from the outset to be the evolution of the DVD format; every Toshiba HD DVD player will play back existing DVDs and CDs. Toshiba's HD DVD players will not only play DVD, but will instantly make a movie lover's existing DVD library look even better than it ever did via the HDMI output. With HD DVD, consumers can experience true high def 1080p resolution for extraordinary detail and clarity that matches the latest state of the art 1080p HDTVs. Select Toshiba HD DVD players display images at 24 frames per second, the same frame rate used by directors when using film to create motion pictures for a smoother, more film like, viewing experience. Thanks to the ethernet port and memory built into every Toshiba HD DVD player, movie lovers also can enjoy the benefits of web-enabled network connectivity. Consumers can download the latest movie trailers as they become available, share favorite movie clips with friends, vote in online polls and enjoy the experience like never before.

Important Notes:

HD DVD with high-definition content required for HD viewing. Up- conversion of DVD content will result in near HD picture quality. Viewing high-definition content and up-converting DVD content may require an HDCP capable DVI or HDMI input on your display device. 1080p capable display required for viewing content in 1080p. Firmware update may be required for some interactive features depending on content, which may also require an always-on broadband internet connection. Some features may require additional bandwidth. To take advantage of web-enabled network content, installing the latest firmware (ver.2.3 for HD DVD player models HD-XA1, HD-A1, and HD-D1; ver.2.5 for HD-XA2, HD-A2, HD-A2W, HD-D2, HD-A2C, and HD-A20; and ver.1.1 for HD-A35, HD-A30, and HD-A3) is required. Web-enabled features require an always on broadband connection along with specific movie titles that include this form of content. For 24p output, content that was created in 1080p/24 frames/sec is required. Viewing 24p output requires an HD display capable of accepting a 1080p/24Hz signal. MP3/WMA audio files not supported. HDMI audio output requires connection to a PCM capable device. Because HD DVD is a new format that makes use of new technologies, certain disc, digital connection and other compatibility and/or performance issues are possible. This may, in rare cases, include disc freezing while accessing certain disc features or functions, or certain parts of the disc not playing back or operating as fully intended. If you experience such issues, please refer to the FAQ sections of www.toshibahddvd.com or www.tacp.toshiba.com for information on possible work- around solutions or the availability of firmware updates that may resolve your problem, or contact Toshiba Customer Solutions. Some features subject to delayed availability. While every effort has been made at the time of publication to ensure the accuracy of the information provided herein, product specifications, configurations, system/component/options availability are all subject to change without notice.

About Toshiba America Consumer Products, L.L.C.

Toshiba America Consumer Products, L.L.C. is owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation, a world leader in high technology products with subsidiaries worldwide. Toshiba is a pioneer in HD DVD, DVD and DVD Recorder technology and a leading manufacturer of a full line of home entertainment products, including flat panel TV, combination products and portable devices. Toshiba America Consumer Products, L.L.C. is headquartered in Wayne, New Jersey. For additional information, please visit www.tacp.toshiba.com.

About DreamWorks Animation SKG

DreamWorks Animation is principally devoted to developing and producing computer generated, or CG, animated feature films. With world-class creative talent, a strong and experienced management team and advanced CG filmmaking technology and techniques, DreamWorks Animation makes high quality CG animated films meant for a broad movie-going audience. The Company has theatrically released a total of fifteen animated feature films, including Antz, Shrek, Shrek 2, Shark Tale, Madagascar, Wallace & Gromit: The Curse of the Were- Rabbit, Over the Hedge, Flushed Away, Shrek the Third and Bee Movie.

HDMI, the HDMI logo, and High-Definition Multimedia Interface are trademarks or registered trademarks of HDMI Licensing, LLC.

HD DVD and DVD are trademarks of DVD Format/Logo Licensing Corporation.

Source: Toshiba America Consumer Products, L.L.C.