Under the patronage of UNESCO (Swiss Commission) and The Embassy of Switzerland to the United Arab Emirates www.magiclantern.ae http://info.lanterne.ch Supported by Organized by (Swiss Commission) *The Magic Lantern concept is protected and has been registered with the World Intellectual Property Organization.

In short - Quality films for quality spectators We are showing films in the United Arab Emirates mostly in original language with English subtitles and comments by a presenter - with the maxim Quality films for quality spectators and the children learn how to watch films, in presence of a scholar and an animator. The Magic Lantern is a non-profit film club for children aged 6 to 11; it aims to inform about the wonder and beauty of cinema by showing some great films six times a year in a real cinema. Each session begins with a small stage show by a scholar and an animator. The Magic Lantern Association, Switzerland is under the patronage of UNESCO (Swiss commission), and in Europe, Morocco, Senegal, Argentine, Lebanon and the UAE more than 40.000 members attend The Magic Lantern once a month. A Website in English and Arabic informs about the project and upcoming films. The Internet serial The Cat who wanted to make a Movie is a fun and educational way of introducing young Internet users to the different steps needed to produce a film, from the very first idea for a story up to the cinema release. The journal Ten days before each club session, the member children receive the journal by Email (PDF) personally addressed to them. It gives the date and time of the show and describes the scheduled film, its story and the type of emotions it will create. Reading the journal thus prepares the child for the screening and familiarizes him with basic cinematic expressions. The journal is illustrated by the well-known Swiss artist Noyau and provides information on the film of the month in a light-hearted manner. The reader can also find general information on film-making, its usage, its crafts, techniques, history, etc.

Stage show with three actors Each presentation is performed by a scholar-innocent duo and a guest actor. Together they play on one of the key aspects of the film, providing complementary information to that contained in the journal, and prepare the children for the emotional experience of the film they are about to see. The presentation also allows the children to understand that the cinema is an art form that draws on such different disciplines as music, drama, drawing, painting, mime, puppets, etc... Phases of project Sharjah Abu Dhabi Dubai Northern Emirates 1 st season ALREADY STARTED: November 20, 2010, 6 films NEW SEASON: September 2011, 2 nd season, 6 films 1 st season: September 2011, 6 films 1 st season: September 2011, 6 films 1 st season: January 2012, 6 films The Magic Lantern will be a permanent institution in all Emirates in the future

Program of films first year Movie Cat. Information Al Qasba Theatre Sharjah Laugh Laurel & Hardy 3 short films with Laurel and Hardy Two Tars, The Finishing Touch, Brats USA, 1927-1932 60 min. Saturday Nov 20 Abu Dhabi Dubai Other UAE City Sunday, 25 Sept Saturday, 24 Sept Laugh Chicken Run animation film by Nick Park und Peter Lord GB, 2000 82 min. Saturday Dec 18 Sunday, 30 Oct Saturday, 29 Oct Cry Children of Heaven by Majid Majidi Iran, 1997 90 min. Saturday Jan 22 Sunday 4 Dec Saturday, 3 Dec Cry Jiburo Lee Jung-Hyang South Korea, 2002 87 min. Saturday Febr 19 Sunday 22 Jan Saturday, 21 Jan Dream Crin blanc + Le Ballon rouge Two films by Albert Lamorisse, France, 1952 & 1956 83 min. Saturday Mar 26 Sunday 26 Febr Saturday, 25 Febr Dream Kiriku and the Sorceress Cartoon by Michel Ocelot France, 1998 70 min. Saturday April 30 Sunday 1 April Saturday, 31 March

Activities during the film session Time Activity 10 days prior to the screening Children and parents get a club magazine (PDF/email) with information about the upcoming film 15 to 20 min. Reception of children at entrance of cinema by presenter and 5 volunteers prior to screening 5 min. Stage show starts with introduction by presenter, scholar; information about movie, background information and rules in the cinema 3 min. Questions, answers; background information about history, techniques of film 3 min. Special guest, actor arrives 3 min. Short theatre play, scene from the movie 70-90 min. Screening of film 3 min. Short information about next screening, venue, date, magazine etc. Film Program - additional Arabic children movies in research The Magic Lantern film session lasts around 100 minutes. Films programmed by The Magic Lantern are naturally suited to the age of the audience (primary school age: 6 to 11). Really great films, which will make the children laugh, dream, feel sad and even a little bit scared, films of all genres, from all over the world and from all periods and different languages: Feature, animation, cartoon, documentary film in English and/or Arabic. The concept is based on the major emotions encountered in the cinema: Laugther, tears, sadness, fantasy. Member of the Film Club Member card: 100 AED (one year/6 films), AED 75 for each additional child within same family Invitation to 6 movies The Magic Lantern per year News and information on website www.magiclantern.ae (Arabic, English) News by a magazine in Arabic and English (12 pages with partner logo) to each film club, sent by email PDF and distributed to each child after the screening as a hardcopy News by postcard, flyers, brochures, email Access to special events like Abu Dhabi or Dubai Film Festival or special film sessions

Website www.magiclantern.ae Arabic and English Information for each club for parents and children Gallery with photos of the recent film screening Online order of member card Link to the Swiss Association with educational film: The cat, who wants to make a movie News Sponsor logos with link to sponsor

Targeted audience children aged 6 to 11 Gender boys and girls Club members 2010 to 2013 2010 to 2011: 450 members (150 Dubai, 150 Sharjah, 150 Abu Dhabi) 2 nd year: 900 members (+Al Ain, Ras Al Khaimah, Ajman) 3 rd year: 1.500 members (+Fujairah, Umm Al Qwain)

The Magic Lantern in the Media Al Khaleej, 28 January 2011

Neue Luzerner Zeitung 23 February 2011 He makes The Magic Lantern shine in Dubai

Facebook and Twitter are linked to and from The Magic Lantern website.

Marketing & Promotion Children of Junior Schools (boys and girls / 6 to 11 years of age) in the United Arab Emirates are the main target with the promotion of The Magic Lantern film project. We are going to distribute brochures and flyers in private and governmental schools of the UAE. Promotion stand with sponsor logo on poster and subscription brochures will be displayed in cinema and branches of sponsors. 6 times a year volunteers are going to promote The Magic Lantern film club in these outlets. Brochures, flyers: We will print more than 20.000 brochures with our sponsors logo each year, and distribute it in schools, in partners branches and outlets, cinemas, etc. Roll-up with sponsor logo will be located in cinemas, branches of sponsors, etc. A Trailer of The Magic Lantern will be shown prior to film club session in cinemas and on promotion stands in cinemas, branches of further partner. The playful website www.magiclantern.ae will be accessible in Arabic and English for children and parents, and we will link all partners with our website. Each Emirate will have its own club with picture gallery and information about upcoming movies of the film club on the website. Email database of our partners database has more than 150.000 addresses. Additional promotion will be done by email database of Emirates Foundation, Swiss Embassy and General Consulate of Switzerland and further cultural institutions.

Branding material for film club Wallet for club members: Children can get a wallet with main sponsor logo and with member card. Once they arrive at the cinema, they are quick recognized as a club member by ushers. Eco friendly shopping bags with logo of partner can be distributed to customers with the information about the local The Magic Lantern film clubs. Stickers will attract the children of The Magic Lantern film club. Lilibiggs tattoos: Lilibiggs is a virtual club for children in Switzerland, and accessible through its animated and playful website. Children can be member of this club and they can play games with educational background. One page is created with information for parents. The Lilibiggs characters are part of The Magic Lantern tattoos, and can be distributed to children. The wrist band is still a favorite accessoire of children, and it can branded with sponsor logo for The Magic Lantern film club. T-Shirt of The Magic Lantern

Support The Magic Lantern and get your benefits (1 season 6 screenings) TML = The Magic Lantern Sponsoring of 1 TML Club Benefits Title Sponsor [Sponsor] presents The Magic Lantern Sponsor Logo on member wallet The Magic Lantern Sponsor Logo on member card 1 Sponsor roll-up next to stage Special product sample, gift or voucher to the members of the film club (provided by sponsor) Opportunity to run a 1-day event branded by sponsor: Invitation of club members to a special event or to the sponsors head office 1 Sponsor roll-up in entrance area of Cinema Theatre Brochure lay-in (provided by Sponsor) Logo on TML trailer prior to film screening Product label with TML characters (provided by sponsor) Logo on all TML all magazines Logo on roll-up with all sponsors and partners in cinema Logo on TML all brochures (20,000 pcs) Listed as sponsor in TML newsletter and press release Logo on stickers or other branded items (provided by sponsor) Logo on TML website with link to your website One year Membership Card granting access 6 times a year to TML film session PRESENTER of The Magic Lantern UAE AED 200,000 up DIAMOND GOLD SILVER BRONZE AED 80,000 AED 50,000 AED 25,000 AED 10,000 30* 20 10 5 2 *depending on amount of sponsorship Role of sponsor can be Contribution and support of a great non-profit educational project Promoting The Magic Lantern as a social engagement / Corporate Social Responsibility - CSR Financial and logistical aid Providing staff, volunteers Graphic design and printing of promotional material Creating promotional items for kids Arranging press conference for the Launch of each NEW Magic Lantern Club Email shots through database Promotion of The Magic Lantern through, internal and customer statements, bank statements, ATM, etc.

Be partner of a fantastic non-profit educational project in the UAE The Magic Lantern Association, Switzerland www.cine-bazar.org - http://info.lanterne.ch/ The Magic Lantern UAE www.magiclantern.ae UNESCO (Swiss Commission) Embassy of Switzerland to the United Arab Emirates Emirates Foundation Nestlé (Milo) New York Film Academy Abu Dhabi Swiss Art Gate UAE

The Magic Lantern Sponsorship & Member cards Company Name First and second Name Phone number Mobile phone number PRESENTER of The Magic Lantern in the United Arab Emirates AED 200,000 DIAMOND Sponsor AED 80,000 GOLD Sponsor AED 50,000 SILVER Sponsor AED 25,000 BRONZE Sponsor AED 10,000 We support The Magic Lantern in: Abu Dhabi Dubai Sharjah Al Ain Northern Emirate (please We would like to buy member cards for The Magic Lantern film club: Package of 11 member cards AED 1,000 Package of 22 member cards AED 2,000 Package of 55 member cards AED 5,000 Donation: We would like to make a donation with the amount of AED. Please send this form to kurt@magiclantern.ae or saguae@gmail.com or Swiss Art Gate UAE P.O.Box 450510 Dubai - UAE We thank you for your attention and your support. At any time we are open to discuss with you additional branding opportunities. Please do not hesitate to contact: Kurt Blum General Manager Swiss Art Gate UAE M +971 50 225 1783 E kblum@swissartgateuae.com or saguae@gmail.com

Supported by Organized by (Swiss Commission) Here could be your logo The Magic Lantern is a continuous institution in all Emirates in the future, and the actual sponsor contributions cease after one season. Therefore we are looking for future sponsors and partner of the film club in all Emirates. Your company will be seen as leading the way for an initiative in support of a great educational project for children. We thank you for your attention and your support of this non-profit educational project. With kind regards, Kurt Blum General Manager Swiss Art Gate UAE M +971 50 225 1783 E kurt@magiclantern.ae or saguae@gmail.com SAGUAE/March 2011/kb