Sundance Film Festival's New Media Center Premiers with Apple Computer as
Official Sponsor

Apple and Sundance Celebrate a Three-Year Agreement; Robert Redford's
Sundance Institute Embraces Apple as the Leading Computing Platform

CUPERTINO, California--January 2, 1996--Recognized as the preeminent venue
for discovering emerging independent film talent, the Sundance Film
Festival today breaks new ground by opening the Sundance Film Festival's
New Media Center, of which Apple Computer, Inc. is the official sponsor.
Here, up-and-coming independent filmmakers will be introduced to some of
the most innovative new media tools and solutions available to the film
community.

The 1996 Sundance Film Festival is a 10-day event that takes place from
January 18 to January 28 in Park City, Utah. On January 20, the Sundance
Film Festival's New Media Center will open its doors to the more than
20,000 expected Festival-goers to demonstrate how artists are using
Apple's multimedia technology to create enhanced CDs (audio CDs that also
include multimedia content), create special effects based on 3D for
modeling and animation, to incorporate virtual reality scenes into titles,
and more. All presentations will be based on the Apple Macintosh platform.
Additionally, Apple will use QuickTime Live!, the company's new virtual
venue for live entertainment, to bring interviews with film makers from
the Sundance Film Festival to the world via the Internet.

The Apple/Sundance partnership stems from common goals and interests: both
organizations are heavy supporters of the environment, children in the
arts and diversity in culture. "Apple Computer's support of the Sundance
Institute's New Media Center is a real indication of their commitment to
the Institute and the independent film community," said Robert Redford,
founder of the Sundance Institute.

The Sundance Film Festival's New Media Center will feature not only Apple
hardware, but also the company's award-winning multimedia software
including QuickTime, QuickTime VR and the Apple Internet Connection Kit.
Other products that will be showcased include: Adobe Systems, Inc., Adobe
Premiere, After Effects and PageMill; Macromedia's full line of multimedia
authoring solutions including, Director, FreeHand, Extreme 3D and
ShockWave for the Internet; Strata's Studio Pro comprehensive 3D modeling
package; Power Production Software's creative tools for creative people
including, Storyboard Artist, Digital Box Office, and Costume Pro; Nixon,
the first Enhanced CD soundtrack developed by Hollywood Records, and FWB's
Hammer line of world class storage solutions.

"As the finest new directors from around the world vie to come to Sundance
to present their latest material, we'll also unveil our latest offerings
through the Sundance Film Festival's New Media Center," said Satjiv S.
Chahil, vice president of Apple's Entertainment Industry and New Media
group. "Just as the Festival offers a place to discover emerging film
talent, it now is going that extra step by offering Festival-goers an
exclusive environment to see how multimedia technology opens up a whole
new realm of possibilities for filmmakers. Apple is committed to provide
these up-and-coming film talents with the latest multimedia products."

Apple and Sundance Sign Three-Year Contract For the next three years, Apple
will be the official sponsor of the Sundance New Media Center at the
Sundance Film Festival, establishing the Macintosh as the premier computer
platform of the Institute. Both Apple and Sundance see this association as
a collaborative relationship with an eye to the future.

Additional Sundance Institute Activities Include the June Filmmaker's Labs,
Producer's Conference, and Directors Session--each of which will use the
Power Macintosh computer line. The PowerMac is used widely throughout the
creative and multimedia communities. In fact, San Jose-based market
research firm Dataquest found that 63 percent of multimedia developers use
the Macintosh to create their content.

Background

The Sundance Institute, established in 1981 by Robert Redford, is dedicated
to the support and development of American independent filmmakers, and to
the national and international exhibition of new, dramatic and documentary
files. The Institute's annual programs, including the Feature Film
Program, the Sundance Film Festival, and the Independent Producer's
Conference, offer essential artistic and business resources to emerging
independent filmmakers each year. A program of the Institute since 1985,
the Sundance Film Festival has become the largest US-based film festival,
and the hub for influencing and rewarding independent film production and
film makers.

To access live interviews at the Sundance Film Festival, Macintosh or
Windows PC users can access the QuickTime Live! World Wide Web site at:
http://live.apple.com

Apple Computer, Inc., a recognized innovator in the information industry
and leader in multimedia technologies, creates powerful solutions based on
easy-to-use personal computers, servers, peripherals, software, online
services, and personal digital assistants. Headquartered in Cupertino,
California, Apple (NASDAQ: AAPL) develops, manufactures, licenses and
markets products, technologies and services for the business, education,
consumer, entertainment, scientific & engineering and government markets
in over 140 countries.

If you are considering the purchase of an Apple product and would like to
have product information faxed to you, please call 1-800- 462-4396 in the
U.S. or (415) 598-4329 in Canada. If you do not have a fax machine or
would like to locate an Apple authorized reseller near you, please call
1-800-538-9696. Customers outside the U.S. should contact their local
Apple representatives for information.

Apple's home page on the World Wide Web: http://www.apple.com/
 
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