Heineken Celebrates James Bond with World's First Selfie from Space Dubbed 'Spyfie'

To celebrate its partnership with the iconic James Bond film franchise, Heineken has unveiled the world's first SELFIE from space, dubbed the "Spyfie." This exclusive event was captured for over 200 special guests at the Hoover Dam in Nevada.

To create the ground-breaking selfie, Heineken partnered with Earth-imaging innovators, UrtheCast, using its high-resolution satellite camera, Deimos-2, and its ultra-high definition video camera, Iris, mounted on the International Space Station.

Orbiting 350 miles above Earth, the Deimos-2 camera zoomed into the location to capture a spectacular bird's eye view. This aerial view was then boosted via a camera-relay to give a close-up image of each individual guest. Over 200 lucky VIPs, competition winners, partners and members of the media from around the world were then able to post this unique piece of history on social media.

"The Spectre campaign goes beyond a standard partnership with the film franchise," said Ralph Rijks, Senior Vice President of Marketing at HEINEKEN USA. "We wanted to open Bond's world to all with a more innovative, cutting-edge approach, from providing fans with a Facebook-first launch of our new spot starring Daniel Craig, right through to capturing the one-of-a-kind 'Spyfie' moment itself, all of which has set the benchmark for future global campaigns of this scale."

Scott Larson, UrtheCast's Chief Executive Officer said; "When Heineken approached us with the idea earlier this year, capturing a SELFIE from space was not something we'd ever attempted, but we were delighted to lend our technological expertise. This "Spyfie" showcases the capabilities of Deimos-2 in a truly original way, and highlights precisely what our camera and web technology provides tools for change and creative collaboration."

Spectre, the 24 th James Bond adventure, from Albert R. Broccoli's EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, was released in the UK on October 26 and opens in the USA on November 6. The film has already shattered box office records in nearly every territory in which it has been released, including new records for the biggest opening of all time in the UK and the highest seven-day gross in UK box office history.Heineken's association with the James Bond film franchise dates back to 1997's 'Tomorrow Never Dies', with Spectre being the seventh consecutive film in the partnership.

About Heineken & Bond

This campaigncelebrates the seventh film of the Heineken/Bond partnership, a relationship that began in 1997. Starting with 'Tomorrow Never Dies', Heineken was also involved in 'The World is Not Enough', 'Die Another Day', 'Casino Royale', 'Quantum of Solace' and 2012's 'Skyfall'.

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ 81,000 people and operate more than 160 breweries in 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS.

HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.

About EON

EON Productions Limited and Danjaq LLC are wholly owned and controlled by the Broccoli/Wilson family. Danjaq is the US based company that co-owns, with Metro-Goldwyn-Mayer Studios, the copyright in the existing James Bond films and controls the right to produce future James Bond films as well as all worldwide merchandising. EON Productions, an affiliate of Danjaq, is the UK based production company which makes the James Bond films. The 007 franchise is the longest running in film history with twenty-three films produced since 1962. Michael G Wilson and Barbara Broccoli succeeded Albert R 'Cubby' Broccoli and have produced some of the most successful Bond films ever including CASINO ROYALE, QUANTUM OF SOLACE and SKYFALL. The 24th film, SPECTRE, is due for release in the US on November 6, 2016

About METRO-GOLDWYN-MAYER

Metro-Goldwyn-Mayer is a leading entertainment company focused on the production and global distribution of film and television content. The company owns one of the world's deepest libraries of premium film and television content. In addition, MGM has investments in domestic and international television channels and is the majority owner of and distributor for United Artists Media Group (UAMG). For more information, visit www.mgm.com.

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. For additional information, go tohttp://www.sonypictures.com.

About Spectre

A cryptic message from the past sends James Bond on a rogue mission to Mexico City and eventually Rome, where he meets Lucia Sciarra (Monica Bellucci), the beautiful and FORBIDDEN widow of an infamous criminal. Bond infiltrates a secret meeting and uncovers the existence of the sinister organisation known as SPECTRE. Meanwhile back in London, Max Denbigh (Andrew Scott), the new head of the Centre for National Security, questions Bond's actions and challenges the relevance of MI6, led by M (Ralph Fiennes). Bond covertly enlists Moneypenny (Naomie Harris) and Q (Ben Whishaw) to help him seek out Madeleine Swann (Lea Seydoux), the daughter of his old nemesis Mr White (Jesper Christensen), who may hold the clue to untangling the web of SPECTRE. As the daughter of an assassin, she understands Bond in a way most others cannot. As Bond ventures towards the heart of SPECTRE, he learns of a chilling connection between himself and the enemy he seeks, played by Christoph Waltz. Directed by Sam Mendes and produced by Michael G. Wilson and Barbara Broccoli, the screenplay is by John Logan and Neal Purvis & Robert Wade and Jez Butterworth, with a story by John Logan and Neal Purvis & Robert Wade.

About UrtheCast Corp.

UrtheCast Corp. is a Vancouver-based technology company that is developing the world's first Ultra HD video feed of Earth, streamed from space in full color. Working with prominent aerospace partners from across the globe, UrtheCast has built, launched, installed, and will soon operate its Ultra HD video camera, Iris, on the ISS alongside its Medium Resolution Camera ("MRC"). Both Iris and the MRC have reached Initial Operation Capability ("IOC"), in 2015 and 2014 respectively. UrtheCast also owns and operates the Deimos-1 and Deimos-2 satellites through its Spanish subsidiary, operating as Deimos Imaging. Video and still image data captured by the cameras will be downlinked to ground stations across the planet and displayed on the UrtheCast web platform, or distributed directly to partners and customers. UrtheCast's cameras will provide Ultra HD video and still imagery of Earth that will allow for monitoring of the environment, humanitarian relief, social events, agricultural land, etc. Common shares of UrtheCast trade on the Toronto Stock Exchange as ticker 'UR'.

Image courtesy of Sony Pictures

SOURCE HEINEKEN USA

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