Ham On Rye Theater™ Generates Strong Revenues In Market Tests In Preparation For Its IAAPA 2000 Debut

October 11, 2000 - Ham On Rye executives today announced the Ham On Rye Theater™ has concluded its third major market test milestone with revenues that surpassed leading competitors in the Major Indoor Attractions category (products priced between $50,000 and $300,000).

In head to head comparisons at a major U.S. theme park, the soon-to-be-released Ham On Rye Theater was consistently the top-grossing paid attraction at the park in its category. The Beta test theater outperformed all competitors, including the current leader in immersive entertainment, a top laser tag supplier, and other attractions, in some cases by as much as 4 to 1 on a revenue basis and by over 7 to 1 on a revenue-per-cost basis. With actual daily pre-tax revenues averaging well above $1,500 and sometimes exceeding $3,000, the buyer payback period calculates to less than 125 days.

“We have been developing our technologies with the goal of offering buyers a reliable, high-capacity attraction at under $10,000 per seat, with strong enough entertainment value to achieve payback for most customers in less than six months”, stated Ham On Rye President Randy Sprout. “We have been developing the patented Ham On Rye Theater™ technology for over two years, and anticipate strong sales in the six months following our IAAPA launch in November.”

The Ham On Rye Theater™ will be introduced in booth 8508, where confirming evidence of revenue results will be available for inspection.

PRODUCT DESCRIPTION - LIVE PERFORMANCE MEETS IMMERSIVE GRAPHICS AND SOUND

The product is an extremely unique combination of very successful elements in entertainment. It offers high capacity, high throughput of 20 seats in a collaborative group experience. Games are directed by a behind-the-scenes performer. The theater uses immersive VR glasses to deliver state-of-the-art graphics and 3D audio to each participant. Every seat has an intense rumble effect delivered via the powerful ButtKicker™ shaker from Guitammer. Players work as teams or compete, depending on the software title, and interact with the performer and each other through the use of microphones and hand-held devices. The product has proven entertainment value, as evidenced by an overwhelming 90+% positive response from exit surveys during Alpha and Beta testing. Four software titles are currently available, with four additional titles to be announced at IAAPA for Spring release.

HAM ON RYE™ - TEN YEARS OF FOCUS ON VIRTUAL REALITY TECHNOLOGY

The memorably-named Ham On Rye Technologies, Inc. is the direct successor to Horizon Entertainment, Inc., created as a division of Fortune 500 Edison Brothers Stores in 1990 to bring VR products to the entertainment industry. Horizon was the original exclusive distributor of the Virtuality VR game systems from the United Kingdom. In 1995, Horizon executives negotiated a management buyout of the division and renamed the company Ham On Rye Technologies, changing focus to the then-most profitable usage of VR technology: corporate marketing and trade shows. This innovative company is managed by the business and technology leader Randy Sprout, Harvard MBA and Cornell Masters of Electrical Engineering, and is driven by carefully selected professionals in engineering, content creation, and marketing. Mr. Sprout states “We hope to earn the respect of the electronic entertainment industry by offering a series of quality products with unprecedented buyer payback performance and high entertainment value over the course of the next decade and beyond.”

UNIQUELY ENTERTAINING - POSITIVE SURVEY RESULTS FROM A WIDE DEMOGRAPHIC

Exit surveys will be made available for inspection at Ham On Rye’s IAAPA booth. They show an over 90% positive exit survey response by consumers who paid $5 per game. Every person who tries the Ham On Rye Theater has a completely unique experience, unlike any other in electronic entertainment. All demographic groups responded favorably (male-female 5 to 65) and group dynamics such as grandparents and grandchildren, groups of friends, couples, and families equally enjoyed the experience. The launch of the Ham On Rye Theater will achieve a number of industry firsts:

First ever high-throughput immersive entertainment attraction First ever use of live performance in an electronic medium First ever high-capacity product that incorporates meaningful player interactivity Only attraction where shows are significantly different each time because of the live performer, audience interactions, and interactive branching Widest demographic appeal of any competing high-tech attraction First ever attraction that is fully and instantly customizable for birthdays, corporate groups, and other uses Lowest price per seat ($7,500) of any other high-tech attraction

Ham On Rye Technologies, Inc. has been providing immersive products and technologies since 1990, starting as Horizon Entertainment. The company currently sells the Interactive Marketing Theater™ to the corporate marketing and trade show industry, and now launches its proven technologies into the entertainment industry as the Ham On Rye Theater™.