Panasonic’s E-Wear hits the big screen

Panasonic collaborated with Paramount Pictures to equip the daring and beautiful Lara Croft with state-of-the-art digital technology to assist her in her latest adventure, “Lara Croft Tomb Raider: The Cradle of Life.” Oscarâ-winner Angelina Jolie reprises her role as the undaunted adventuress this summer in the action-packed sequel to the 2001 blockbuster.

Panasonic is launching a global promotional campaign built around the film, which debuts in the U.S. on July 25 and opens in theaters worldwide in August.

“The e-wear A/V recorder is fun, hip and action-packed, just like the Tomb Raider movies,” commented Gene Kelsey, Vice President, Panasonic Brand Strategy Group.  “The Panasonic e-wear recorder is the ideal tool to capture all the action as it happens, saving the day’s moments in audio, video and still photos.  We are incorporating a ‘Save the Day’ theme in our ad campaign, which ties in perfectly to the Tomb Raider  storyline.”  

“In ‘Lara Croft Tomb Raider: The Cradle Of Life,’ the character of Lara Croft uses the most impressive technology you’ll see in the movies this summer,” said Lisa DiMarzio, Senior Vice President of Worldwide Marketing Partnerships, Paramount Pictures.  “Panasonic’s personal, digital, e-wear technology is the right fit for this fun, action-packed film, and it plays an integral part in the story.”

Not much larger than a make-up compact, Panasonic’s e-wear SV-AV30 four-in-one AV recorder is just the thing for any super heroine’s wardrobe of ingenious technology.  It combines a digital video recorder, a digital still camera, a digital audio player and a digital voice recorder.  The SV-AV30 enables Lara to record digital video  and still images of shocking discoveries, view the evidence in the palm of her hand, listen to music between battles, and secretly record a voice message while on a mission. All this digital content ¾ video, still pictures and audio ¾ are stored on a postage stamp-sized removable SD Memory Card, so they can easily be shared among other compatible devices or downloaded to a PC.

Panasonic’s e-wear gear advertising campaign, featuring footage from “The Cradle of Life,” begins its national cable TV schedule on VH1, MTV, MTV2 and Comedy Central, May 15 through June 15. The same creative execution will also be used in Europe and Asia this summer, unifying Panasonic’s advertising message worldwide.

The Panasonic four-in-one AV recorder is part of a line of ultra-portable e-wear products.  New models SV-AV20 and SV-AV30 are compatible with the MP3 and AAC formats. A built-in USB interface makes it easy to transfer music from a PC to an SD Memory Card for playback, while the included SD Jukebox software provides a simple way to catalog and save numerous digital music files in a single database on a PC. The software also accepts digital still images, enabling those with an artistic flair to set their images to music for a custom-made music video.  A built-in speaker lets users listen to recorded audio.

Both units have USB cables for computer Internet connection, allowing the user to download music and e-mail images and video files.

Model SV-AV30 features a unique A/V docking station that connects to a TV for viewing video and still images, or to a VCR for recording favorite TV programs and viewing them on the go. The docking station also includes a built-in battery recharger to power up the player.

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