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Kodak Brings Family Memories to Life on 2005 Tournament of Roses Parade Entry

Business Wire, Dec 29, 2004

PASADENA, Calif. -- In keeping with the 2005 Tournament of Roses Parade theme "Celebrating Family," Eastman Kodak Company's 40th annual float entry, "Memory Lane," will display dozens of images conjuring up memories of happy family gatherings and reflecting the diversity of society.

Nearly every inch of the 35-foot-tall float will portray still or moving images as the float takes viewers down "Memory Lane." Fluttering butterflies weave through an imaginative garden - carrying family images on their colorful wings and showing glimpses of floralgraphs.

According to veteran float designer Michelle Lofthouse of Phoenix Decorating, "The float demonstrates that everywhere you look, nature and the diversity of society present pictures to be captured to share with family and friends."

"Each year we look forward to working with Kodak -- one of the most winning parade participants," said Bill Lofthouse, president, Phoenix Decorating. "This year's extraordinary float design truly shows the importance of images in sharing memories across generations and miles."

Kodak's 2005 float is striking not only for its appearance, but also for its riders. Two float riders had loved ones who donated organs to save the lives of others. These riders will wave to onlookers -- representing other organ donors depicted on the butterflies' wings. Seven more riders from a variety of cultural backgrounds will represent societal diversity.

"With more than 65 million film and digital snapshots expected to be taken along the parade route, the Tournament of Roses Parade is considered the world's single largest picture-taking event," said Bud Denker, Director & Vice President, Brand and Market Development, Eastman Kodak Company. "Kodak will sell thousands of one-time-use cameras and film to the more than one million people in attendance. In addition, our EasyShare cameras and printer docks will be available for use and demonstration at various Rose Parade activities, including the post-parade event and the Queen's Lunch."

Volunteers from the One Legacy group of the national Donate Life Organization will gather from across the country for the parade. In the weeks before parade time, they will decorate the Kodak float with a variety of dry materials -- white rice, split peas and onion seed. Starting on Dec. 26, fresh flowers including cymbidium, cattleya orchids and roses will be added until the 55-foot-long float is fully covered and ready for the parade.

The float will "fold its wings" down to the 17.5-foot maximum height necessary to fit beneath a freeway overpass, then return to its full height of 35 feet. Under the float's wire mesh and Styrofoam frame will be driver Mark Beven, who for the past 38 years has navigated floats down the 5 1/2-mile parade route.

Kodak serves as the official Tournament of Roses photographic imaging company providing film, one-time-use cameras and digital imaging products for the parade and associated activities. Kodak also sponsors the post-parade viewing area, enabling visitors to see and photograph the amazing floats. Parade entries will park between Washington Boulevard and Sierra Madre Villa Avenue, and at Washington Boulevard between Sierra Madre Boulevard and Woodlyn Road in Pasadena Saturday, Jan. 1, 1 - 3:30 p.m., Sunday, Jan. 2, 7 - 9 a.m., for seniors and mobility impaired and 9 a.m. - 3:30 p.m. for general viewing.

"Over the years, Kodak has contributed some of the most popular floats in the parade. The company has won 31 major awards in the 40 years it has participated," Denker said.

Editor's Note: A digital image of the Kodak float is available at www.kodak.com/go/presscenter.>