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3 Day And Evening Event Presented By Hard Rock Hotel & Casino In Support Of Amnesty International And Rock The Vote

Day Time Lounge To Include Product Sampling And Gifting To Select Talent And Filmmakers, While Evening Lounge Will Be Host To Exclusive Private Parties and Special Events

(Park City, Utah – January 2008) Hype Marketing brings its signature House of Hype event to the 2008 Sundance Film Festival. Over the past two years, the House of Hype has catered to industry elite by creating high profile events that fuse the world’s best-known brands with today’s most influential celebrities. Previously the House of Hype has had a presence during the 2007 Grammy Awards and 2006 MTV Movie Awards. The House of Hype will now introduce its unique brand of entertainment in Park City. The House of Hype offers an experiential atmosphere where guests are invited to interact with major corporate brands in a non-traditional and comfortable setting. At the House of Hype during Sundance 2008, The Hard Rock Hotel and Casino will come on board as a sponsor featuring two signature properties, Rehab and Body English.

The daytime hospitality lounge will be designed to resemble the high energy poolside party event known as Rehab, which will feature an open bar provided by Stella Artois Beer, Ocean Vodka, Patron, and Pyrat Rum, as well as an experiential hospitality lounge filled with interactive
displays at which key celebrities and taste makers can interact with the favorite brands. While select guests will be creating their own Dell workstations, Puma sneakers, Havaiana sandals, or one of a kind Oakley sunglasses and goggles, others can be playing virtual golf or poker, or
battling their friends on the Guitar Hero III stage. Celebrities are also offered car transportation to and from the venue. All guests are free to relax and enjoy food from Hollywood’s soon-to-open Kitchen 24. By night, the House of Hype will be transformed into the ultra-exclusive
night spot Body English, also featuring a complimentary open bar in addition to signature bottle service and entertainment including special musical performances and appearances from celebrity DJs.

“We are excited to bring the Hard Rock to House of Hype at Sundance and look forward to working together on what will be one of the hottest venues on Main Street,” says Phil Shalala, VP of Marketing for the Hard Rock Hotel & Casino.

Situated in a 6,000 sq ft gallery space in the heart of festival central on Main Street, the House of Hype will be perfectly located for easy access, however maintaining complete privacy, with an interior staging created to feel intimate and exclusive. The House of Hype prides itself on always delivering a unique experience in which key celebrities can come and feel as if they are in their home away from home.

The House of Hype has always sought to align itself with important charities and non-profit organizations, and this event during Sundance is no different. Knowing that our country is going in to election year and the fact that many parts of the world are still in turmoil, House of Hype wanted to do something to make a difference. As such, the overall event will work to benefit Amnesty International and Rock the Vote.

“We are excited to bring the House of Hype to Sundance for the first time this year. We’ve been here many times in various capacities, and are now happy to introduce our signature platform, House of Hype, with such an amazing lineup of sponsors,” states Hype Marketing CEO and House of Hype co-founder, Sam Keywanfar. “So many of these sponsors have never
participated in events during Sundance before, and we are thrilled that they have chosen the House of Hype to make their debut.

We at House of Hype want to encourage our high profile guests to lend their voices to the wonderful non-profit organizations that we have on board with us. Amnesty International and Rock the Vote will both be on site filming PSAs with talent and filmmakers in an effort to get the
word out about the amazing causes that these two organizations represent,” continues Keywanfar.

“Amnesty International is very excited to be partnering with House of Hype for our first time at the Sundance Film Festival. It is the perfect setting to showcase our work and reach out to key members of the entertainment community and beyond.” – Lucia Noyce of Artists for Amnesty

“The House of Hype is the ultimate celebrity destination at Sundance, and Rock the Vote is thrilled to be a part of it,” said Heather Smith, Executive Director, Rock the Vote. “In the Rock the Vote Lounge, celebrities can lend their voice to our iconic PSAs which will be featured in the 2008 national outreach campaign, battle friends on Guitar Hero and register to vote.” – Heather Smith for Rock the Vote

The House of Hype is a unique lifestyle retreat that caters to the celebrity clientele within the entertainment, music and sport industries. With a presence at Hollywood’s top award shows, film festivals and sporting events, the House of Hype will provides luxury services ranging from daytime hospitality lounges to elite nightlife entertainment. The House of Hype offers the rare opportunity for brands to meet, mingle and introduce themselves as well as their product to the
much sought-after industry elite in a relaxed setting and luxurious environment. Past guests have included P. Diddy, Gnarls Barkley, Akon, Ludacris, Paris Hilton, Ashlee Simpson, Ryan Phillipe, Fall Out Boy, Linkin Park, DJ AM, Nick Cannon, Christina Milian, Joel and Benji
Madden, Kevin Dillon, Jessica Alba, Magic Johnson, Usher, Barron Davis, Paul Pierce, to name a select few.

Amnesty International is partnering with House of Hype at Sundance to showcase Protect The Human, its international photographic campaign featuring writers, actors, musicians, comedians, and other artists standing up in support of human rights in a book and photo exhibition commemorating the 60th anniversary of the Universal Declaration of Human Rights. Selected images from the campaign will be on display in House of Hype’s gallery space, and photographers will also be on site to capture more images. We will also be featuring “Instant Karma: Amnesty International’s Campaign to Save Darfur”, the Grammy nominated CD released this summer, with such artists as Greenday, U2 and Christina Aguilera. Colin Firth, Amnesty International and the Creative Coalition will host a celebration for “In Prison My Whole Life” on Sunday, January 20th. This powerful documentary explores the case of former death row
inmate Mumia Abu-Jamal.

About Rock the Vote: Rock the Vote uses music, popular culture and new technologies to engage and incite young people to register and vote in every election. And we give young people the tools to identify, learn about, and take action on the issues that affect their lives, and leverage their power in the political process. Fusing celebrity and politics in an effort to inspire, engage and mobilize young people into action, Rock the Vote is hosting some of Sundance’s biggest stars at the Rock the Vote Lounge. On Friday, January 18th and Saturday, January 19th from noon to 5 pm PT, celebrities can lend their voice to RTV’s iconic PSAs which will be featured in our 2008 outreach campaigns, battle friends on Guitar Hero and register to vote.


Other sponsors include: Dell Electronics, Flaunt Magazine, Frye Boots, Goodyear Tires, Guitar Hero III, Havaiana Sandals, Izze, Oakley, Paste Magazine, Patron, AMP Energy Drink, Pepsi, Puma, Sierra Mist, SoBe, Starbucks, Tropicana, and USA Golf.

Schedule of Events:

Friday, January 18

House of Hype Daytime Hospitality Lounge

11 AM – 5 PM

Rehab @ The Hard Rock

MySpace Event

With Music by DJ Nick Canon, DJ Steve Aoki, DJ Irie

6 PM – 9 PM

House of Hype Evening Lounge

10 PM – 2 AM

Body English @ The Hard Rock

Amnesty International, Flaunt Magazine and Puma

Saturday, January 19

House of Hype Daytime Hospitality Lounge

11 AM – 5 PM

Rehab @ The Hard Rock

House of Hype Evening Lounge

10 PM – 2 AM

Body English @ The Hard Rock

Body English, E! and Rock the Vote, Present


Hosted by Daily 10 co-hosts Sal Masekela & Ben Lyons

Music by DJ Clinton Sparks

Sunday, January 20

House of Hype Daytime Hospitality Lounge

11 AM – 5 PM

Rehab@ The Hard Rock

NFL Playoff Game Screening Party

2 PM and 5 PM

House of Hype Evening Lounge

10 PM – 2 AM

Body English @ The Hard Rock

Amnesty International and Paste Magazine Present the Official After


“In Prison My Whole Life”

Hosted By Colin and Livia Firth