CULT CLASSIC REEFER MADNESS RETURNS TO THEATERS with HILARIOUS Live

COMMENTARY FROM the stars of mystery science theater 3000

NCM Fathom, Something Awful and RiffTrax Team Up Again to Present “RiffTrax LIVE: Reefer Madness”

in More than 470 Movie Theaters Nationwide

Centennial, Colo. – July 19, 2010 – Fans of the legendary hit show Mystery Science Theater

3000 (MST3K) and internet sensation RiffTrax.com are in for a hilarious night of live comedy

on Thursday, August 19 when NCM Fathom, Something Awful and RiffTrax team up again to

present RiffTrax LIVE: Reefer Madness at 8:00 p.m. Eastern / 7:00 p.m. Central / 6:00 p.m.

Mountain / 8:00 p.m. Pacific (tape delayed) with an encore on Tuesday, August 24th. The

creative team behind MST3K – Michael J. Nelson, Kevin Murphy, and Bill Corbett – will reunite

on the big screen for an evening of LIVE riffing on the 1936 cult classic feature that warned

generations of Americans against the horrors of excessive marijuana consumption. Audiences

will also receive access to FREE digital goodies after the event including a downloadable

short, avatars and a digital photo of the guys.

Tickets are available at participating theater box offices and online at www.FathomEvents.com.

For a complete list of theater locations and prices, please visit the website (theaters and

participants are subject to change).

“Reefer Madness is bizarre, paranoid and hilarious, everything we like in a movie,” said

Michael J. Nelson, RiffTrax creator and former host of the Emmy-nominated, Peabody Award-

winning Mystery Science Theater 3000. “I've seen it a hundred times and I still find it funny—

and I've never even smoked pot!”

Originally titled Tell Your Children and financed by a church group, Reefer Madness was

intended as a morality tale about the dangers of cannabis use. The story follows a group of

high school students who are coerced by pushers into trying marijuana; the catalyst for an

ill-fated party that soon descends into madness. Soon after Reefer Madness’ initial filming in

1936, notorious exploitation filmmaker Dwain Esper turned up the intensity with the addition

of salacious insert shots. The final piece offers scenes of accidental murder, suicide and

vehicular manslaughter.

Reefer Madness gained new life in the 1970s when recreational marijuana enthusiasts

discovered it and circulated the piece as entertainment. The film’s over-the-top moralizing

and wild exaggeration of the effects of cannabis make it a perfect target for the comic wit of

the RiffTrax gang.

For the first time ever, fans have the chance to hear their own joke used in the live event

by submitting a riff for one – or all ten of the short clips available for riffing from Reefer

Madness. Riffs may be submitted at www.RiffTrax.com/contest through Wednesday, Aug.

18 at 11:59 p.m. Pacific. One winner for each clip will be selected by the RiffTrax guys

and each winner will receive a RiffTrax Swag Bag and an on-screen credit in the event.

“As fans have seen in our Fathom events before, the RiffTrax guys are comedic geniuses and

seeing them improvise this so effectively live on 40-foot screens is astounding,” said Dan

Diamond, vice president of NCM Fathom. “With its legendary camp, Reefer Madness is the

perfect platform for Michael, Kevin and Bill to create yet another hilarious experience for

fans in theatres.”

RiffTrax LIVE: Reefer Madness will be shown in select movie theaters including AMC

Entertainment Inc., Celebration! Cinema, Cinemark USA Inc., Cobb Theatres, Goodrich

Quality Theatres, Hollywood Theaters, Kerasotes Showplace Theatres, Marcus Theatres,

National Amusements, Rave Motion Pictures and Regal Entertainment Group movie theaters,

as well as Palace Cinema 9 (South Burlington, VT), through NCM’s exclusive Digital Broadcast

Network.

MST3K spent a total of 11 seasons on Comedy Central and the Sci Fi Channel in the late 1980s

through 1999. The series featured a man and his robot sidekicks trapped in space by an evil

scientist and forced to watch terrible science fiction B-movies. In each episode, the three

make fun of each film, providing hilarious commentary or "riffing.” After the show’s run

ended, Nelson created RiffTrax in 2006 to continue the “riffing” on blockbuster films such

as Star Wars: Episode I and Star Trek. RiffTrax are downloadable online and can be played

along with the film, providing a unique and amusing commentary throughout the course of the

movie. The RiffTrax team made their big screen debut last August with RiffTrax Live: Plan

9 from Outer Space and returned in December 2009 with RiffTrax LIVE: Christmas Shorts-

Stravaganza!

About National CineMedia (NCM)NCM operates NCM Media Networks, a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. The NCM Cinema Network and NCM

Fathom present cinema advertising and events across the nation’s largest digital in-theater network, comprised of theaters owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC) and other leading regional theater circuits. NCM’s theater network covers 171 Designated Market Areas® (49 of the top 50) and includes approximately 17,100 screens (15,500 digital). During 2009, approximately 680 million patrons attended movies shown in theaters currently included in NCM’s network (excluding Consolidated Theatres). The NCM Interactive Network offers 360-degree integrated marketing opportunities in combination with cinema, encompassing approximately 40 entertainment-related web sites, online widgets and mobile applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 38.3% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com or www.fathomevents.com.

About RiffTrax.comRiffTrax.com is a high-growth Web 2.0 business featuring the hilarious DVD commentaries of Michael J. Nelson—Star of the legendary Mystery Science Theater 3000. At RiffTrax.com, for just a couple of dollars each, you can download feature-length commentaries by Mike (plus other starts of MST3K and guest celebrities such as “Weird Al” Yankovic, Neil Patrick Harris, Joel McHale and Fred Willard) and listen to these “RiffTrax” in sync with your favorite DVDs or pre-synched via Video On Demand. It’s like watching a movie with your funniest friends. RiffTrax also has a growing interactive community, and has just launched iRiffs, where anyone can upload their own commentary on any movie or online media and sell it to fans worldwide. For more information, visit www.rifftrax.com. About Something AwfulSomething Awful has been mocking itself and the internet since 1999, bringing reviews of the worst movies, video games, and websites to ever exist. If it's something and it's awful, it's probably on Something Awful.

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MEDIA CONTACTS:  Michelle Portillo Heath Fradkoff / Nicole SummerNCM Fathom Goodman Media for NCM Fathom(303) 792-8651 (212) 576 2700michelle.portillo@ncm.com hfradkoff@goodmanmedia.com nsummer@goodmanmedia.com Josh Gemma RiffTrax(858) 794-8500 x109josh@rifftrax.com