FOR IMMEDIATE RELEASE
March 31, 2006

ScreenPlay Inc. Completes Motion Media Rollout for Conceptual Jewelry Store Be Iced

Customized video programming reinforces store’s novel approach to jewelry

SEATTLE - When well-heeled jewelry owners in Minnesota trade up for a bigger rock or update the look of their prized baubles, they turn to Be Iced, a new retailer with a rare concept ­ making buying and selling used jewelry a high-class experience. And when Be Iced needed a partner to create an in-store environment that supports its brand as an upscale purveyor, it turned to ScreenPlay Inc. ScreenPlay recently completed the implementation of its motion media designs at the flagship Be Iced store.

“Because of the nature of Be Iced, which buys, sells and trades jewelry, we needed extremely customized imagery to ensure our customers feel assured that they are in professional hands,” said Gary Ross, owner of Be Iced. “ScreenPlay worked as a strategic collaborator with us, designing, formatting and implementing our in-store visuals to create the perfect look. Their work truly helps tell the story of our store.”

The challenge for ScreenPlay was to design a silent video program that would convey Be Iced brand messages through the use of full-motion media, custom animation, digital stills, and color. The result features programming that highlights fashion-forward, modern elements combined with other lush natural images displayed on a 42-inch plasma screen. Strategically located next to a waterfall fixture, ambient electronica music enriches the effect. Building on its success with the initial design, ScreenPlay will continue to update content for seasonal product campaigns and to integrate new messaging and merchandise.

“It’s been very rewarding to work with Be Iced ­ such an innovative retailer truly understands the power of new media and new approaches to connecting with consumers,” said Mitzi Graham, executive director at ScreenPlay Inc. “We’re looking forward to developing new imagery for the store, to continue to drive and solidify its brand recognition.”

About Be Iced
Be Iced is a revolutionary new concept specialty retailer in the business of buying, selling, and trading pre-owned jewelry. The company enables consumers to change or upgrade their jewelry collection to meet their current taste and fashion preferences by “monetizing” the value of their existing jewelry. Be Iced offers a fun and easy approach to eliminate the intimidation factor commonly associated with a trade-in experience through an efficient “no hassle” pricing policy.

About ScreenPlay Inc.
Founded in 1989, ScreenPlay Inc. (www.screenplayinc.com) designs customized audiovisual environments that support integrated brand strategies for clients in the retail, hospitality, and consumer services markets, and for online content providers. By creating motion media programs that deliver brand promises and influence customer buying patterns, ScreenPlay enables businesses to deliver the right media content to the most receptive audience, whether it is online or in-store.

ScreenPlay offers video solutions including motion media design, advertising, interactive media, and content licensing to more than 25,000 business locations throughout North America. More than 300 million viewers watch ScreenPlay programming every month.

ScreenPlay, Inc.

Seattle, WA
Phone:
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Website URL: www.screenplayinc.com