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Lifetime to Celebrate 10th Anniversary of Project Runway with Life-Sized Interactive Runway Installation on the High Line in New



  Lifetime to Celebrate 10th Anniversary of Project Runway with Life-Sized
  Interactive Runway Installation on the High Line in New York City

Fans of Emmy^®-Nominated Hit Show will have a chance to “Make It Work” on the
 High Line for Heidi Klum, Tim Gunn, Michael Kors and Nina Garcia, July 16-19

Business Wire

NEW YORK -- July 10, 2012

To celebrate Project Runway's milestone 10th anniversary, Lifetime, in
partnership with Friends of the High Line, will transform a portion of the
High Line in New York City into a virtual runway with a dynamic, 20-foot long,
interactive installation on the elevated park featuring the stars of the
Emmy^® Award-nominated hit show host Heidi Klum, mentor Tim Gunn and judges
Michael Kors and Nina Garcia.

(Photo: Business Wire)

(Photo: Business Wire)

The centerpiece of a multi-market, multi-platform campaign designed to give
Project Runway fans and fashionistas the opportunity to live, capture and
share their “Make It Work Moments,” the exhibit, features innovative human
tracking technology that mixes real-time virtual emotions of Klum, Gunn,
Garcia and Kors reacting to passersby as they walk the High Line. The runway
installation will be open to the public from Monday, July 16^th, through
Thursday, July 19^th, at the Chelsea Market Passage, the passageway on the
High Line between West 15^th and West 16^th Streets. Visitors will be also
able to share their “Make It Work Moment” with the world online at hash tagged
#MakeItWork and strut the runway, July 16^th, 12 p.m. to 10 p.m., July 17^th
from 8 a.m. to 12 p.m., and July 18^th and 19^th, from 12 p.m. to 10 p.m.

A celebration of Project Runway’s 10^th anniversary will be held at the High
Line on July 17^th with a VIP red carpet private event featuring Klum and
other members of the Project Runway cast. The 10^th Season of Project Runway,
with 16 new designers, premieres on Lifetime, beginning Thursday, July 19^th,
at 9 p.m.

The installation marks the first time that Friends of the High Line has
partnered with a national brand to present an interactive public installation
of this nature on the High Line itself. The project was created by Civic
Entertainment Group and Nexus Interactive Arts, a UK based arm of 2012 Cannes
Grand Prix award winner, Nexus Productions.

"The High Line is, in essence, a runway – visitors from New York City and all
over the world come and walk on an elevated platform in the heart of the
Meatpacking District, the city’s epicenter of fashion and design, so this is
an incredible partnership where style, culture and community meet,” says Diane
von Furstenberg, CFDA President and High Line supporter.

"It is only fitting to celebrate the 10th anniversary of Project Runway, a
force in fashion and culture, by inviting people to express their own style --
30 feet up in the air on the High Line and in the heart of downtown New York,”
said Lifetime Networks President and General Manager, Nancy Dubuc.

“We are so thrilled to be partnering with Lifetime to celebrate the 10^th
anniversary of Project Runway and the debut of the show’s new season,” said
Joshua David, Co-Founder of Friends of the High Line. “This innovative
installation shows how public-private partnerships can present fun, engaging
opportunities for High Line visitors while also supporting the ongoing
maintenance and operations of the park, which is funded entirely by the
generosity of private donors.”

To further promote the return of Project Runway, pop-up Project Runway photo
experiences will also bring the runway to the streets of New York July 13^th
and 14^th, as well as Boston, Los Angeles and Chicago on July 14^th and 15^th,
giving fans the chance to share their best runway strut via Facebook and
Twitter and enter to win weekly prizes. A "Make It Work in NYC" sweepstakes
will launch simultaneously at mylifetime.com, with chances to win a Grand
Prize that includes tickets to the Project Runway finale, $10,000 cash and a
first class trip to New York.

In addition, Lifetime is launching a multi-format social media campaign that
will complement the on-air, event and sweepstakes elements to support the
program’s 10^th anniversary premiere. Utilizing Instagram, Pinterest, Piictu,
and Viddy to share exclusive videos and images with viewers, beginning July
19^th, Lifetime’s "Make It Work" social media effort will employ each platform
to boost interest and sustain engagement throughout season 10 by encouraging
viewers to share videos, participate in design challenges, tweet their
favorite Project Runway moments and exhibit their own sense of style.
Specifically:

  * Instagram, @OfficialProjectRunway will post photos (hashtagged
    #MakeItWork) of existing work from the upcoming season's cast of
    designers;
  * Pinterest, LifetimeTV will use its "Fashion Time" board to post and repin
    photos from the Pinterest community (also hashtagged #MakeItWork);
  * Piictu, @ProjectRunway will create "piicture" streams by posting photos of
    fabric, accessories, colors, and patterns. Users can show off their own
    fashion sense by prompting them with various design challenges;
  * Viddy will post 15-second video clips from the show introducing each
    contestant from season 10 and will post videos from the show throughout
    the season; and
  * Twitter, @ProjectRunway will encourage followers to tweet images of their
    favorite #MakeItWork moments and will reward best looks with a weekly
    prize.

Sponsors for Project Runway and the 10^th Anniversary VIP event include
L’Oreal Paris, Lord and Taylor, HP, Lexus and Marie Claire.

                             ABOUT PROJECT RUNWAY

Hosted by supermodel and fashion maven Heidi Klum, the hit series Project
Runway provides budding designers with an opportunity to launch their careers
in fashion, under the watchful eyes of mentor and Liz Claiborne Chief Creative
Officer Tim Gunn and judges Michael Kors and Nina Garcia. Project Runway was
2011’s number one rated and most watched competitive reality program on
ad-supported cable among Women.

Project Runway is produced by The Weinstein Company, Miramax Films,
Bunim-Murray Productions and Full Picture. Executive producers include Bob and
Harvey Weinstein (Co-Chairmen of The Weinstein Company), Meryl Poster of The
Weinstein Company, Jonathan Murray, Sara Rea and Colleen Sands of Bunim/Murray
Productions, Heidi Klum, and Jane Cha Cutler and Desiree Gruber of Full
Picture. Barbara Schneeweiss oversees the production on behalf of The
Weinstein Company. Rob Sharenow, Gena McCarthy and David Hillman of Lifetime
also executive produce.

                         ABOUT THE WEINSTEIN COMPANY

The Weinstein Company (TWC) is a multimedia production and Distribution
Company launched in October 2005 by Bob and Harvey Weinstein, the brothers who
founded Miramax Films in 1979. TWC also encompasses Dimension Films, the genre
label founded in 1993 by Bob Weinstein, which has released such popular
franchises as Scream, Spy Kids and Scary Movie. Together TWC and Dimension
Films have released a broad range of mainstream, genre and specialty films
that have been commercial and critical successes. TWC releases took home eight
2012 Academy Awards®, the most wins in the studio’s history. The tally
included Best Picture for Michel Hazanavicius’s The Artist and Best
Documentary Feature for TJ Martin and Dan Lindsay’s Undefeated. The Artist
brought TWC its second consecutive Best Picture statuette following the 2011
win for Tom Hooper’s The King’s Speech.

TWC is also active in television production, led by former Miramax
Films President of Production and current President of Television Meryl
Poster, with credits including the Emmy® nominated and Peabody Award winning
reality series Project Runway, spin-off series Project Runway All Stars
and Project Accessory, the VH1 reality series Mob Wives, spin-off series Mob
Wives Chicago and the critically acclaimed HBO comedy/crime series The No. 1
Ladies' Detective Agency which also received a Peabody Award. The company is
currently in pre-production on the martial-arts epic Marco Polo for Starz as
well as production on the Mob Wives spin off series starring Big Ang, the
breakout hit 'mob wife' character. TWC has 17 other shows in active
development, including The Nanny Diaries, being adapted for ABC by Amy Sherman
Palladino (Bunheads, Gilmore Girls).

                                ABOUT LIFETIME

Lifetime Television is committed to offering the highest quality entertainment
and information programming, and advocating a wide range of issues affecting
women and their families. The network posted major growth in viewership among
the key demographics in Second Quarter 2012 versus Second Quarter 2011,
posting a 13% jump among Women 18-49, +5% among Adults 18-49 and +1% in Women
25-54. Additionally, among Women 18-49, Lifetime marked the network’s
strongest 2Q growth in 10 years. Lifetime Television^®, LMN^®, Lifetime Real
Women^® and Lifetime Digital™ are part of Lifetime Entertainment Services,
LLC, a subsidiary of A+E Networks. A+E Networks is a joint venture of the
Disney-ABC Television Group, Hearst Corporation and NBC Universal.

               ABOUT THE HIGH LINE AND FRIENDS OF THE HIGH LINE

The High Line is an elevated freight rail line transformed into a public park
on Manhattan’s West Side. It is owned by the City of New York, and maintained
and operated by Friends of the High Line. Founded in 1999 by community
residents, Friends of the High Line fought for the High Line’s preservation
and transformation at a time when the historic structure was under the threat
of demolition. It is now the non-profit conservancy working with the New York
City Department of Parks & Recreation to make sure the High Line is maintained
as an extraordinary public space for all visitors to enjoy. In addition to
overseeing maintenance, operations, and public programming for the park,
Friends of the High Line works to raise the essential private funds to support
more than 90 percent of the park’s annual operating budget, and to advocate
for the transformation of the High Line at the rail yards, the third and final
section of the historic structure, which runs between West 30th and West 34th
Streets.

              Photography is available at www.lifetimepress.com.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50336551&lang=en

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50336551&lang=en

Contact:

Lifetime Television
Michele Moore
310-556-7552
michele.moore@aenetworks.com
or
Kannie Yu LaPack
310-556-7582
kannie.yulapack@aenetworks.com
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