1. ‘Experiment Five’ project

2. Five communication in 2011 OBJECTIVE: Communicate new FIVE REACT as a First-Ever-Done revolutionary product with unique ‘everyone experiences it differently’ sensation.

3. RULE 1. Use existing 30-second episode as a beginning; RULE 2. Main hero of each story receives black envelope with mysterious photo which forces him/her to make a CHOICE, triggering further plot development. RULE 1. Use existing 30-second episode as a beginning; RULE 2. Main hero of each story receives black envelope with mysterious photo which forces him/her to make a CHOICE, triggering further plot development. So, what’s the idea of Experiment? …and inspires 5 directors to shoot five 5-minute movies following only 2 rules… Five initiates an experiment with human senses… 5 DIFFERENT STORY CONTINUATIONS ILLUSTRATING UNIQUENESS & INDIVIDUALITY OF OUR SENSES. EXCITEMENT FROM CHALLENGING OPPORTUNITY TO CHOOSE 5 DIFFERENT STORY CONTINUATIONS ILLUSTRATING UNIQUENESS & INDIVIDUALITY OF OUR SENSES. EXCITEMENT FROM CHALLENGING OPPORTUNITY TO CHOOSE

4. Igor Voloshin Being a singer and producer in his youth Igor became famous of Nirvana movie which obtained ‘best debut’ prize at main Russian film festival Kinotavr Alexander Veledinskiy Critics have noticed him back in 2001 after his debut short film collected some prizes at international festivals. But the true fame was brought with Brigada serial where he took part as a screenwriter. Widely known films – Zhivoy, Russkoe Alexey Popogrebskiy Grand-prix and prizes of all main Russian festivals, 2 prizes on Berlinale 2010 and London film festival for his last work Andrey Zvyagintsev Certainly the most titled and famous Russian movie director announced himself at the early 2000. Won Cannes Film Festival special award in 2011. Petr Buslov His graduate university work became one of the main cinema event of the 2003. Since then he filmed sequel and a short film for the first Russian film almanac and preparing to demonstrate most anticipated movie of 2011 - Visotskiy 5IVE directors

5. 5IVE movies ATLANTICA A thrilling story of lighthouse keeper who is obsessed with mysterious “SOS” signals he keeps receiving for years. PORTRAIT A story about power of inspiration that forces an artist to make the most unexpected choice. BLOODROP (3D) Visually beautiful story about parallel universe, which main hero dares to discover. 3D-technology leveraged in FED way. MYSTERY Very close-to-life story, showing that some closed doors hide much bigger mystery than you can imagine and it’s better to leave them unopened. SUNRISE/SUNSET Metaphysical story about a writer who sees 2 alternative scenarios of his life and makes a choice to become totally different person.

6. INTRIGUE STAGE WITH NEWS LEAK REVEAL STAGE WITH MOVIE PREMIERE ROLL- OUT STAGE Communication plan NEWS LEAK IN TOP AFFINITIVE MEDIA MOVIE IS PRESENTED AT THE CLOSED PREMIERE ENGAGING TA VIA MASS DIGITAL BANNER CAMPAIGN, ONLINE SEEDING & SOCIAL MEDIA MOVIE IS PARTICIPATING IN SHORT FILM & AD FESTIVALS POST PREMIERE PR. FIVE MOVIES IN CINEMA THEATRES. ON-LINE PREMIERE & FURTHER ACTIVATION OF TOP AFFINITIVE MEDIA CRM AMONG 500 TOP CELEBRITIES

7. REVEAL STAGE. MOVIE PREMIERE An event in format of a closed movie premiere for 350 guests – celebrities, film fans, actors and directors and key journalists was held at 21 st March 2011 in “35mm” cinema theatre, well known for highly conceptual repertoire. Continuing the theme of the Experiment the closed movie premiere was held in an unusual environment. The whole venue of the cinema theatre was transformed, smoothly branded and enhanced by interactive art-installations inspiring guests with new and unexpected sensations.

8. REVEAL STAGE. ON-LINE PREMIERE More than 6 000 people visited the project site at the on-line premier day

9. ROLL-OUT ENGAGING TA VIA MASS DIGITAL BANNER CAMPAIGN, ONLINE SEEDING & SOCIAL MEDIA MOVIE PARTICIPATED IN CINEMA EVENTS AND FILM FESTIVALS POST PREMIERE PR. FIVE MOVIES IN CINEMA THEATRES.

10. OTS Print: Online: Online Print: Radio: TOTAL OTS: 27 mln Cinema theaters