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Elvis Presley To Rock California Lottery

The Elvis Instant game will include 19 million $2 tickets, the largest to date. MDI's exclusive world-wide lottery licensing program with Elvis Presley Enterprises empowers lotteries to create promotions designed around official Elvis merchandise, memorabilia, movies, music and dream trips.

The California Lottery's Elvis promotion will begin in January 2002 to coincide with the January 8th birthday of ``The King of Rock and Roll.''

During 2002 Elvis Presley Enterprises will kickoff the international observance of the 25th Anniversary and celebration of his memory. ``Elvis Week'' in August 2002 is expected to generate tremendous media and fan attention.

The California promotion will feature Grand Prize Elvis Experience trips for two to Elvis Presley's Graceland in Memphis Tenn. including round-trip airfare to Memphis, VIP Platinum tours of Graceland Mansion and attractions, and accommodations in Elvis Presley's Heartbreak Hotel with Elvis-themed luxury suites. Although details are still being finalized, the game also will include a variety of prizes from the official Elvis merchandise and memorabilia collection.

Elvis Presley will be the second major California Lottery promotion with MDI. In March, the Lottery and MDI launched a highly successful Harley-Davidson game. Six other lotteries have launched Elvis promotions and as many as 12 more are planning promotions in the next five months.

``Elvis Presley's music and particularly his many movies are a part of California legend,'' said California Lottery Director Joan Wilson. ``The Grand Prize trips and exclusive Elvis merchandise and memorabilia should make this Scratcher game a lot of fun.''

``The California Lottery operates on a very large scale, and we are pleased to be working on this exciting project,'' said Steve Saferin, President and CEO of MDI. ``Elvis Presley continues to have a mystical appeal that crosses all boundaries.''

MDI holds an exclusive license through Elvis Presley Enterprises, Inc. to create lottery promotions worldwide.

More than twenty years after his death, Elvis Presley endures as the single most universally popular music icon worldwide. The ``King of Rock and Roll'' has sold more than one billion records, starred in 33 movies, and his legend draws more than 750,000 fans to Memphis annually. Attractions there include:

-Graceland, the 14-acre mansion Elvis called home the last 20 years of his life.

-The Sincerely Elvis Museum of his personal memorabilia and photographs.

-The Elvis Auto Museum featuring vintage cars from his life and movies.

-Elvis Presley's custom jets.

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