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Cinemark Presents: The Avenger’s Movie Premiere
A night at Cowboy's Stadium

Benefiting:
Children's Medical Center of Dallas

Table of Contents

Executive Summary.......................................................................3

Background
Dallas Chamber of Commerce………………..……………….4
Cinemark…………………………………………………………4
Children’s Medical Center of Dallas.......................................5

Event Details VIP.........................................................................................6 General Admission................................................................7

Timeline………………………………………………………………...8

Budget..........................................................................................9

Appendix A Case Studies…………………………………………...10

Appendix B Letters of Recommendation..………………..……….11

Appendix C Assumptions....………………………………………...14

Appendix D Citations..…………..………...………….……………..15

Appendix E Stadium Map………………………………………...…16

Appendix F Parking Map…………………………………………....17

Executive Summary

Want to see the biggest movie of summer 2012 on the biggest high definition screen in the world? Cinemark Theaters presents a movie premiere featuring Marvel Studios’ “The Avengers”, the most anticipated movie of 2012 at Cowboys Stadium in Arlington, Texas. Along with a VIP party before the screening of the movie, this event will be to benefit medical research for Children’s Medical Center of Dallas.

The VIP guest list will include prominent figures from around the Dallas area such as Jerry Jones, Nolan Ryan and Mark Cuban, as well as big name Cowboys players such as Tony Romo, Jason Witten and Demarcus Ware.

Resources for medical research are always needed, especially when it comes to children’s hospitals. Proceeds will come from VIP and general public ticket sales as well as additional donations. All proceeds from this event will go to Children's Medical Center of Dallas to research heart disease, cancer, and cystic fibrosis.

Background

Dallas Chamber of Commerce:

Dallas Chamber of Commerce was founded in 1909 upon the merge of the Dallas business groups – the Commercial Club, the Freight Bureau and the 150,000 Club. The Dallas Chamber of Commerce is the metroplex’s leading not-for-profit membership-driven business organization committed to economic growth in the Dallas area. In doing so, they advance public education, influence public policy, direct economic development and promote regional partnerships. The Chamber consists of 84-member Board of Directors and supported by committees including more than 500 volunteer leaders.

Leadership- * James C. Oberwetter, President & CEO * Mike Baggett, 2011 Chairman * Chairman Emeritus, Winstead PC * Clint McDonnough, 2012 Chairman Elect * Dallas Managing Partner, Ernst & Young LLP * David Corrigan, Chairman Immediate Past * President & CEO, Corrigan Investments, Inc.

Cinemark:

Cinemark is headquartered in Plano, TX. Cinemark Holdings, Inc. is a leader in the motion picture exhibition industry with 436 theatres and 4,983 screens in the U.S. and Latin America as of June 30, 2011.

* Cinemark is the third largest circuit in the United States with 295 theatres and 3,850 screens in 39 states.

* Cinemark is the most geographically diverse circuit in Latin America with 141 theatres and 1,133 screens in 13 countries.

* During the year ended December 31, 2010, they ranked in the top two by box office revenues in 25 of our top 30 markets.

Background

Children’s Medical Center of Dallas: Children's Medical Center is a private, not-for-profit hospital, and is the seventh largest pediatric healthcare provider in the nation. CMC of Dallas is a referral hospital, meaning all patients come to the hospital through a referral from their own physician. They provide patient care ranging from simple eye exams to specialized treatment in areas such as heart disease, hematology-oncology and cystic fibrosis. In addition, CMC of Dallas is a major pediatric kidney, liver, intestine, heart and bone marrow transplant center. As the primary pediatric teaching facility for The University of Texas Southwestern Medical Center at Dallas, the medical staff at CMC of Dallas conducts research that is instrumental in developing treatments, therapies, and greater understanding of pediatric diseases; thus the reason for raising money for medical research. Needs/Social Cause:

* The Children's system is licensed for 559 beds and has more than 50 sub-specialty programs spanning two campuses — the main hospital in Dallas and a second full-service hospital in Plano. The Dallas hospital was the first pediatric hospital in Dallas designated as a Level I trauma center. Combined, the two facilities served more than 528,000 patient visits annually.

* The two facilities served more than 528,000 patient visits annually. In 2009, there were 24,510 surgical cases at Children’s Medical Hospital.

* Research and Technology are constantly changing and growing. The hospital will need the funds to keep up and/or stay ahead. Hospitals are always in need of funding towards research to keep up with the number of patients and diseases that are in medical need.

* There are 10.6 million yearly deaths due to disease in children younger than age 5. In the Dallas County alone, the 2010 Child Death Review Team (CDRT) reported an annual number of 660 children from the ages 0-17 years old died of natural deaths.

Event Details

The event is going to be a movie premiere of “The Avengers.” There will be a VIP party with dinner and cocktails, as well as general admission. All proceeds from the event will go to Children’s Medical Center of Dallas. VIP guests may arrive at 4:00 p.m. General admission will begin at 5:30 p.m.

VIP Party:

* The VIP party will be handled by Legends, the company that handles all food, beverage and hospitality services at Cowboys Stadium.

* Tickets for the VIP dinner will be $300 per ticket and will include one additional guest. The VIP dinner will start at 5:00 p.m. and the movie will start at 7:30p.m.

* The dinner will consist of 500 guests, made up of prominent figures from the Dallas area such as Jerry Jones, Nolan Ryan and Mark Cuban. As well as big name Cowboys players like Tony Romo, Jason Witten and Demarcus Ware, the Dallas Chamber of Commerce and other small business owners from the Dallas area.

* The VIP guests will be issued parking passes and will park in lots 1 and 2 on the north side of the stadium and then enter the stadium in entrance A.

* Once inside entrance A, there will be ushers waiting at the escalators inside to take their tickets for the VIP party. After they present their tickets, the VIP guests will be directed up the escalators and to the right to the Bell Helicopter Founders Club (see Appendix D) for the VIP party.

* During the VIP party, a representative from Children’s Medical Center of Dallas will make a speech thanking everyone for attending and addressing the need for this event and the proceeds that will result from it.

Post VIP party:

* The VIP party will end at 7:00 p.m. After which the VIP guests will be escorted upstairs to seats on the 50 yard line of the Ring of Honor Level from where they will watch the movie premiere.

* The Ring of Honor Level will be restricted to VIP Guests. General public will be allowed to sit anywhere else on the north side of the stadium. The entire south side of the stadium will be closed off.

Event Details

General Admission:

* General admission will be $20 per person.

* Admittance to the stadium for these guests will begin at 5:30 pm.

* General admission guests will have access to concession for food and drinks. Money spent on concessions, however, will not be part of the proceeds.

* Donation boxes will be set up at each entrance and at all concession stands.

* There will be parking available for $10, which will include all lots with the exception of 1 and 2 which are reserved for VIP.

* All seating for general admission will be on the north side of the stadium, as the south side of the stadium will be closed off during the event.

Timeline

Budget

The estimates budget to put on this event is $74,250. There is a $50,000 flat fee to lease Cowboys stadium but due to the relationship with Dallas children’s medical center of Dallas and the Cowboys the flat fee is going to be waived. The estimated ticket sales for the event are $275,000. The projected proceeds for the event is $200,750 not including donations.

Cost | VIP Party | $31,050 | VIP Food Vouchers | $10,250 | Use of Screen | $4,000 | Parking Passes | $250 | Staffing | $13,700 | Advertising | $15,000 | Total Cost | $74,250 |

Revenue | VIP Ticket Sales (250x$300) | $75,000 | Gen. Admission Ticket Sales ($10,000 x $20) | $200,000 | Total Revenue | $275,000 |

$275,000 - $74,250 = $200,750 Projected revenue from ticket sales

In addition to this, we are expecting average donation amounts to be at least $1 per general admission guest, and $50 per VIP guest. This will add approximately $10,000 from general admission (10,000 x $1) and $12,500 from VIP guests (250 x $50).

$200,750 + $10,000 + $12,500 = $223,250

Total donation to the Children’s Medical Center of Dallas

Appendix A: Case Studies

* In November 2009 Cinemark partnered with Sony Pictures for an early release of the movie “2012” to benefit Variety, the Children’s Charity. Tickets were sold for $25 each and 100% of the ticket sales went to the charity.

* Cinemark also has an annual charity golf tournament. This past tournament, in October 2011, was held to benefit Muscular Dystrophy Association, Peaceable Kingdom, Children's Advocacy Center of Collin County and Make-A-Wish Foundation.

Appendix B: Letters of Recommendation

Dallas Regional Chamber
700 North Pearl Street, Suite 1200
Dallas, Texas 75201 November 21, 2011
Dear Chamber of Commerce, We are pleased to recommend Cinemark for their performance on the early release screening of “2012” to benefit Variety, the Children’s Charity. The enthusiasm and attention to detail by everyone involved was apparent by the tremendous results produced by this event. Cinemark should be proud of the dedication and hard work put forward to make this project a success story for both their team and the Children’s Charity to share.We look forward to working with Cinemark on future projects, as they have been a rewarding and caring partner. Sincerely,Aaron Hall
Director of Public Relations |

Appendix B: Letters of Recommendation

Dallas Regional Chamber
700 North Pearl Street, Suite 1200
Dallas, Texas 75201 November 21, 2011
Dear Chamber of Commerce,
Cinemark exemplifies the notion of a team player and has demonstrated repeatedly the willingness to go the extra mile for their client. Cinemark’s staff is very capable and professional with respect to their work.
It has been my pleasure to work with Cinemark and their staff on our annual golf outing. We have raised a significant amount of funds to benefit Muscular Dystrophy, Peaceable Kingdom, and Make a Wish Foundation.
Although each project has its own special nuances, this one was no different. We had to overcome multiple obstacles. Cinemark was a team player in working through these difficulties and we all won with a successful event, which we’ve had annually for the past 22 years, and will continue to do so.
In all of the events we have collaborated on, Cinemark has been a valuable team member and actively worked with our staff as well as the different charity groups to create and deliver a successful event.
We look forward to our future events with Cinemark, and wish you a success as well.
Respectfully,
Gary McCain
Golf Chairman, Brookhaven Country Club

Appendix B: Letters of Recommendation

Dallas Regional Chamber
700 North Pearl Street, Suite 1200
Dallas, Texas 75201 November 21, 2011
Dear Chamber of Commerce,

I am writing this letter to recommend Cinemark Theatres on behalf of the job well done on teaming up with local non-profit My Very Own Book to provide books to low income families.
They conducted a two week long drive for new books from their employees and also reached out to partners they work with for book donations. The results are evidence of the generosity of their employees and true dedication to this effort.
Within the three months of the preparation for Read across America day, Cinemark has shown diligence and dedication to completing all preparation in a timely and efficient manner. The staff’s attention to the specifics as well as proper scheduling has been very remarkable, resulting to a job well done.
We do not hesitate to refer Cinemark to other organizations that are also in need of a reliable, efficient, and caring company to partner with.

Sincerely,
Jackie Miller
Senior Project Manager, My Very Own Book

Appendix C: Assumptions

* Jerry Jones, Nolan Ryan, Mark Cuban, Tony Romo, Jason Witten, and DeMarcus Ware will be attending the event. These people have all appeared at past charity events with Children’s Medical Center of Dallas.

* Due to the fact that the Dallas Cowboys have a previously established relationship with Children’s Medical Center of Dallas, the $50,000 flat rate for the use of the stadium will be waived.

* Expected donations from the VIP attendees will be at least $50 per guest.

* Expected donations from the general public will be at least $1 per guest.

Appendix D: Citations

About Variety of Texas. (n.d.). Variety of Texas. Retrieved October 11, 2011, from http://varietytexas.org/ Annual Report. (2011). Children's Medical Center. Retrieved November 2, 2011, from http://www.childrens.com/about-us/reports-and-publications/annual-report/ Chamber Facts. (2011). Dallas Regional Chamber. Retrieved September 19, 2011, from http://www.dallaschamber.org/index.aspx?id=ChamberFacts

Cowboy's Stadium Info. (n.d.). Cowboy's Stadium. Retrieved October 21, 2011, from http://stadium.dallascowboys.com/home.cfm Event Overview. (2011). 2011 Cinemark Charity Golf. Retrieved September 30, 2011, from http://cinemark.golfregistrations.com/

Natural Deaths. (n.d.). Dallas County Child Death Review Team (table 20-21). Retrieved September 19, 2011, from http://www.injurypreventioncenter.org/pdf/2010%20CDRT%20Annual%20Report_Final.pdf

Appendix E: Map of Stadium

Appendix F: Stadium Parking Map

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