Perfect Match Receives Landmark Placement in Must Love Dogs  7/26/05

SEATTLE, July 26 /PRNewswire/ -- How does a small Internet based company in Seattle, WA get Hollywood buzzing? Warner Bros.' placement of the real love and relationship internet site, PerfectMatch.com, (www.PerfectMatch.com) in their new romantic comedy Must Love Dogs starring Diane Lane and John Cusack, has business booming!

The Must Love Dogs script, originally written with a generic online dating service, now includes numerous mentions and placements for PerfectMatch.com. The relationship service has screen time that exceeds that of even AOL in 1998's You've Got Mail. PerfectMatch.com has three placements in the movie trailer alone, and is featured in the Must Love Dogs television campaign. Must Love Dogs, revolves around two 30-somethings who fall in love after meeting on PerfectMatch.com. Ms. Lane's character's close-knit family has spiffed up her profile on PerfectMatch.com to attract more potential mates and includes the tag line "Must Love Dogs"!

PerfectMatch.com supplied its technical services to the film's production, and coordinated co-promotions with the studio and other marketers. PerfectMatch is co-marketing the film through its own media buys, partners and events.

"We rarely have such an organic placement to offer a partner," said Louise Soper, Warner Bros.' Vice President of Domestic National Promotions. "PerfectMatch is about finding relationships, not just dating, so it fits with the theme of the movie. It lends credibility to the message of the film."

Claire Cook, author of the book Must Love Dogs, said she was proud and excited with the film. She acknowledged the PerfectMatch.com inclusion is different from her original work and warned fans of the novel to brace themselves for some key plot changes. "They opened it up by adding the online relationship element with PerfectMatch.com, which I think works beautifully," Cook noted. "It's much more visual."

"We've identified opportunities in entertainment that allow us to build the brand and extend our reach," said Duane Dahl, PerfectMatch.com's President -- CEO. "Rare opportunities like this allow us to stand above the clutter. The Warner Bros. team has been exceptional to work with from day one, and it's a terrific, fun movie."

Throughout filming, Mr. Dahl said he was excited, but cautiously optimistic about how the brand might fit into the final product, or if it would end up on the cutting room floor. When he saw the movie, he was thrilled, although he admitted Must Love Dogs is the kind of marketing lightening that strikes only once in a very great while.

"Other studio partners have said to us, 'You'll never get that much exposure in a film again'," he said. "I agree. I don't know that it'll ever get better than this, although knowing my team, we'll come up with something to top even this!"

As part of the deal, PerfectMatch has tied in many of its long-term partners including MSNBC.com, Lifetime Television, iVillage.com, Drugstore.com, and 1800Flowers to help promote the film. Among the programs planned are events in 50 markets including "Mutt Mingle" events where singles are invited to bring their dogs to singles meet-and-greet events, an "Unleash Your Heart" sweepstakes, Must Love Dogs collectible cards and an advanced screening program.

PerfectMatch's resident relationship expert, Pepper Schwartz, Ph.D, is also appearing on the movie's publicity circuit and Web site.

"Must Love Dogs is an excellent vehicle to showcase PerfectMatch to singles who are seeking long-term, committed relationships," said Dr. Schwartz, recipient of the 2005 award for the Public Understanding of Sociology by the American Sociological Association. "Whether you are simply ready to graduate from the traditional online dating sites, recently divorced or even 50+ looking for a partner, it carries the positive message that it really is never a good idea to give up on finding love."

ABOUT PERFECTMATCH.COM(TM)

Leading the online relationship destination industry with 2 million members, PerfectMatch.com (www.PerfectMatch.com) was founded by the team that pioneered online dating. The foremost authorities in relationships on the Internet, the PerfectMatch.com team previously built and managed Kiss.com/uDate.com to over seven million members leading up to the sale to InterActiveCorp (Match.com) in 2002 for $150 million.

PerfectMatch.com is for adults looking for lasting, meaningful relationships. It is the only site to offer the DUET(TM) Total Compatibility System, co-developed by internationally renowned relationship authority, Pepper Schwartz, Ph.D. Based on over 30 years of research, DUET(TM) provides members with a leading-edge assessment and scientifically-based approach designed to assist adults in finding others looking for real love and commitment. PerfectMatch competes with Christian-oriented eHarmony.com in the online relationship arena.

PerfectMatch.com has forged partnerships with world-class brands including Dr. Phil, MSNBC, Lifetime Television, iVillage, Warner Bros. Studios, Sony Pictures and NBC Universal and is the online relationship backdrop of the Warner Bros. movie "Must Love Dogs" featuring Diane Lane, John Cusack and Dermot Mulroney. "Must Love Dogs" arrives in movie theatres on July 29th. To view the "Must Love Dogs" movie trailer, please visit our website at www.perfectmatch.com/pmtv/index.asp. 

SOURCE MarketRange

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