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  • FOR IMMEDIATE RELEASE
  • MIB ♥NYC ON WEDNESDAY MAY 23 WITH A SERIES OF EVENTS THROUGHOUT THE CITY CULMINATING IN FILM PREMIERE
  • CULVER CITY, Calif., May 16th 2012 - To celebrate the nationwide release of the action adventure comedy MEN IN BLACK™ 3, Wednesday, May 23 will be MIB ♥ NYC Day in New York City, with a special series of events culminating in the premiere of the film in the evening. MEN IN BLACK 3 will be released in theaters on Friday, May 25, 2012. Men In Black 3 was filmed on location in the New York area - the only film in the series to have the majority of the production based in New York.

    The day will kick off live on "Good Morning America" from the Intrepid Sea, Air & Space Museum with the cast of MEN IN BLACK 3 celebrating the film and the start of Fleet Week. Mayor Bloomberg is expected to attend and to proclaim Wednesday, May 23 to be MIB ♥ NYC Day in the city. MIB ♥ NYC Day will then continue as MEN IN BLACK 3 rings The NASDAQ Stock Market Opening Bell from the NASDAQ MarketSite in Times Square.

    Throughout the day, MIB Agents will descend upon key NYC locations, including Grand Central Terminal, Times Square, and the Chrysler Building. When people spot the agents, they can take a photo with the Instagram app and hashtag it #MIBHEARTSNYC and post that photo to Twitter. Some participants may be invited to the premiere that night in NYC.

    There will be MIB ♥ NYC events at the Museum of the Moving Image, where the exhibit "Aliens, Gadgets, and Guns: Designing the World of MEN IN BLACK 3," featuring over 25 alien masks and props from the film, is now on display and where the first MIB film will be screened; at various children's museums, which will feature MIB craft activities and screenings of the first film; and at Sony Wonder Technology Lab, which will be offering a variety of fun activities, including an alien slime making workshop, a "special agent" photo opportunity, and the chance to check out real one-of-a-kind props from the film.

    In addition, On Location Tours will offer fans the chance to follow in the footsteps of Agents J and K, passing by MIB headquarters and other locations from all three Men in Black films on the signature New York TV & Movie Sites tour. Moviegoers who need a snack can stop by Baskin-Robbins and Dunkin’ Donuts to try one of several MEN IN BLACK 3 inspired menu items, served up by employees wearing MIB ♥ NYC pins. Throughout the month of May, Baskin-Robbins is celebrating MEN IN BLACK 3 with Lunar Cheesecake ice cream, plus Lunar Lander and Agent 31 sundaes, while Dunkin' Donuts is serving up out of this world Black Cocoa Creme Iced Coffee and new Undercover Black Cocoa and Chocolate Lunarmax Donuts.

    The day concludes with the premiere of the film at the Ziegfeld Theatre, where the film will screen for 1150 invited guests. Simultaneously, at the AMC 42nd Street theaters, the film will screen for another 1500 people, including 500 first responders and active military. Following the screenings, 2500 guests will attend the after-party at the Intrepid Air, Sea & Space Museum. For the festivities, Fireworks by Grucci has been generously donated in honor of our nation's military by the Generoso Pope Foundation, and following the display, Pitbull, whose single "Back In Time" is featured in MEN IN BLACK 3, will perform from the flight deck. In addition, DJ Jazzy Jeff and Trey Smith will be spinning throughout the night.

    "New York City is home to 130,000 Film and Television jobs and there are few that compare in size and scope to MEN IN BLACK 3," said NYC Mayor's Office of Media & Entertainment Katherine Oliver. "MIB3 turned 2012 Cobble Hill, Carrol Gardens and so many other parts of the City back in time and employed hundreds and hundreds of people. The Mayor and I are so proud that it was Made in NY."

    In MEN IN BLACK™ 3, Agents J (Will Smith) and K (Tommy Lee Jones) are back... in time. J has seen some inexplicable things in his 15 years with the Men in Black, but nothing, not even aliens, perplexes him as much as his wry, reticent partner. But when K's life and the fate of the planet are put at stake, Agent J will have to travel back in time to put things right. J discovers that there are secrets to the universe that K never told him — secrets that will reveal themselves as he teams up with the young Agent K (Josh Brolin) to save his partner, the agency, and the future of humankind. Barry Sonnenfeld directs the film. The film’s screenplay is written by Etan Cohen, based on the Malibu Comic by Lowell Cunningham. Walter F. Parkes and Laurie MacDonald produce, and Steven Spielberg and G. Mac Brown are the executive producers.

    About Sony Pictures Entertainment
    Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in more than 159 countries. For additional information, go to http://www.sonypictures.com/.

    FOR MORE INFORMATION:
    Steve Elze r
    Senior Vice President, Media Relations
    (310)244-7142
    steve_elzer@spe.sony.com