Cheeses Christ! Passion Of The Toast Now Available On Your Phone; Airborne Entertainment And GoldenPalace.com Bring Miracle To Mobile

Business Wire, Nov 30, 2004

MONTREAL -- Christmas has always been about feasting and reverence, and this year Airborne Entertainment is ready to toast in the holiday season in a most unusual way. Displaying their trademark appetite for the offbeat, the innovative mobile publisher has beefed up its Wallpaper Warehouse collection with an image of a grilled cheese sandwich believed to be embedded with the face of the Virgin Mary. Licensed from the sandwich's new proprietor, online casino GoldenPalace.com, the wallpaper has been christened, "Passion of the Toast," in playful reference to this year's blockbuster hit, "Passion of the Christ."

The wireless incarnation is something of a second coming for an image that has enjoyed massive national exposure on television and in print. The sandwich first came into being ten years ago when it was cooked up by a 52-year-old jewelry designer named Diana Duyser. Duyser recalls being so shocked by seeing the Virgin Mother in her breakfast that she immediately spit it up. "It scared me, really," she said. "The fact that it will be available on phones all over the continent speaks loudly of its power."

Whether the image is an authentic miracle or just plain cheesy is up for debate, but there's no question about the attention it has garnered. Duyser's captivating snack attracted 1.6 million hits on eBay before being purchased last week by GoldenPalace.com for the mouth-watering sum of $28,000. Known for their eye-catching stunts, GoldenPalace.com has since sent the sandwich on a world tour worthy of a rock star.

Are Airborne and GoldenPalace.com worried about getting grilled for promoting the notorious sandwich? Not according to Richard Rowe, CEO of GoldenPalace.com. "It represented something that we believed to be a piece of Americana pop culture," he said. Rowe added, "It's taken on more of a life of its own than we ever imagined."

"Passion of the Toast" will be making the season merry on wireless carriers across North America as part of Airborne's Wallpaper Warehouse collection. The Wallpaper Warehouse is stocked with hip, exclusive, eye popping content from today's most popular graphic artists, as well as branded screen art from household names like MAXIM, Fox Films, Anne Geddes, Chippendales, the NHL, Betty Boop, Hilary Duff and many more.

About Airborne Entertainment

Airborne Entertainment is a leading publisher of entertainment content for mobile phones. The company creates, packages, and distributes games, lifestyle applications, messaging services, ringtones and graphics in conjunction with the world's most recognizable media and consumer brands. Airborne's distribution network comprises all tier-one North-American mobile operators, reaching nearly 100% of enabled mobile subscribers, as well as a growing number of mobile subscribers in foreign markets. For more information, please visit www.airborne-e.com.