NBA TO UNVEIL FIRST “NBA DIGITAL ROADBLOCK” FOR PARAMOUNT PICTURES’ “MISSION: IMPOSSIBLE III”

-- Digital Roadblock on May 5th to Feature Movie Throughout Wide Array of League Assets --

The National Basketball Association has teamed up with Paramount Pictures to unveil the first NBA Digital Roadblock on May 5 that will highlight the new movie “Mission: Impossible III” throughout many of the league’s extensive digital assets and coincide with the film’s national release date.

On May 5, “Mission: Impossible III” will be featured prominently on NBA.com, NBA TV Broadband, NBA WAP site and NBA TV. On NBA.com, the new movie will be the exclusive advertiser for 24 hours, marking the first time a single advertiser has been highlighted in this fashion throughout the league’s Web site.

“The NBA Digital Roadblock is activating more of the league's digital assets at the same time than ever before all for one advertiser,” said Steven Justman, Vice President of Global Media & NBA TV. “This innovative program is the perfect way for Paramount Pictures and their new movie Mission: Impossible III to reach millions of NBA fans.”

The NBA has a long history of working together with the film industry and featured campaigns for nine theatrical releases last year including “Star Wars: Episode III – Revenge of the Sith,” “X2: X-Men United,” and “War of the Worlds,” resulting in a combined one billion dollars in sales at the box office. With “M:i:III,” the NBA takes the effort one step further, crossing over a wide range of NBA properties.

The NBA Digital Roadblock for “Mission Impossible III” on May 5 will include the following elements:

NBA.com: “Mission: Impossible III” Homepage Takeover and Blockade:
All fans visiting NBA.com on May 5 will see the “Mission: Impossible III” homepage takeover advertisement that will be featured along the top page of the site. Throughout the day, “Mission: Impossible III” will be the exclusive advertiser on NBA.com, with links connecting to www.missionimpossible.com and additional info on the movie.

NBA TV Broadband: “Mission: Impossible III” Trailers:
On May 5, a 30-second video trailer for “Mission: Impossible III” will be included in all NBA broadband video highlights accessed by fans on NBA.com through NBA TV Broadband.

NBA TV: “‘Mission: Impossible III – Pointer of the Night”:
During the month of May, the “‘Mission: Impossible III’ – Pointer of the Night” on NBA TV, the league’s 24-hour television network, will highlight video of the best three-point shot of the night from NBA Playoff games. The video will also be featured and archived on NBA TV Broadband on NBA.com.

NBA WAP Site: “Mission: Impossible III” Advertisement:
The “Mission: Impossible III” advertisement will be featured on the NBA WAP (Wireless Application Protocol) site, a site providing fans with mobile devices with access to live scores, statistics, schedules and more.

TNT: NBA “Mission: Impossible III” Promotion:
TNT is currently featuring a promotional campaign with spots that include trailer clips from “Mission: Impossible III” mixed with highlights of the NBA to further promote both the 2006 NBA Playoffs and movie.

Tom Cruise returns as Special Agent Ethan Hunt, who faces the mission of his life in “Mission: Impossible III.” Director J.J. Abrams (“Lost,” “Alias”) brings his unique blend of action and drama to the billion-dollar franchise.

Paramount Pictures presents a Cruise|Wagner production, “Mission: Impossible III.” The film is directed by J.J. Abrams and produced by Tom Cruise and Paula Wagner from a screenplay written by Alex Kurtzman & Roberto Orci & J.J. Abrams, based on the television series created by Bruce Geller. The film stars Tom Cruise, Philip Seymour Hoffman, Ving Rhames, Billy Crudup, Michelle Monaghan, Jonathan Rhys Meyers, Keri Russell, Maggie Q, and Laurence Fishburne. The film is rated PG-13 for intense sequences of frenetic violence and menace, disturbing images, and brief sensuality.

About the NBA

The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2005-06 season, the NBA will distribute 44,000 hours of programming to 215 countries and territories in 43 languages. The league's worldwide reach can also be seen with 82 international players on NBA rosters. Domestically, the NBA will broadcast 142 games on national television this season on ABC, TNT, ESPN and ESPN2, and is on pace to eclipse attendance records for the third consecutive season.

NBA Entertainment, the league's award-winning production and programming division, produces NBA TV, a 24-hour television network, and exclusive content for each of the NBA's team web sites, and the league's official sites, NBA.com, WNBA.com and NBADLEAGUE.com. The NBA is also an established leader in sports marketing, currently maintaining its longest list of fully integrated domestic and global marketing partnerships with the most recognizable brands in the world, including the leading Internet content and technology providers that bring the game even closer to fans around the world.

As fans witness tremendous performances on the court, some of the NBA's most significant efforts occur off the court. This past year, the league launched its most ambitious community outreach endeavor, NBA Cares. Over a five-year span, players and teams will raise and contribute $100 million for charity, donate more than one million hours of volunteer service to communities worldwide, and build more than 100 educational and athletic facilities where children can learn and play. For more information on the NBA, visit NBA.com.

About Paramount Pictures

Paramount Pictures is part of the entertainment operations of Viacom Inc., one of the leading global entertainment content companies, with prominent and respected brands in focused demographics across virtually all media.

NEW YORK, May 4, 2006 –

More dynamic news section. Entertainment news, RSS feeds, interviews, online shopping deals, coupons, blogs and more.

---