Philips Continues Collaboration With Ridley Scott Associates for 3D 'Parallel Lines' Film

AMSTERDAM, July 21, 2010 - Today, Philips announce their continued collaboration with renowned film
producers, Ridley Scott Associates (RSA) - founded by Sir Ridley Scott - to
produce an all-new 3D short film for the Parallel Lines campaign, directed by
RSA's Barney Cokeliss.

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The new 3D film continues the 'Parallel Lines' campaign and will promote
Philips' cinematic range of 3D LED TVs, including the world's first Full HD
3D cinema proportion LED TV, Cinema 21:9 Platinum Series, which launches
later this summer. Philips' creative agency DDB UK is collaborating with
award-winning Vision3@ Compendium to manage the creative and technical
aspects of the shoot and post-production. The 'Parallel Lines' campaign won
the 2010 inaugural Cannes Lions Grand Prix for Film Craft.

The 3D film will be revealed in September and will be supported by an
in-store retail experience. A 2D version of the film will also be presented
on www.philips.com/cinema and www.youtube.com/philipscinema.
Exclusive footage of how the film was made, including interviews with the
director and crew, will be released on Philips Cinema's Facebook page
www.facebook.com/philipscinema during the build up to the premiere in
September.

"Philips continues to demonstrate that it can uniquely bring a truly
cinematic experience into the home," commented Gary Raucher, Vice President
and Head of Integrated Marketing Communications, Philips Consumer Lifestyle.
"Parallel Lines is the perfect platform to showcase our cinematic range of 3D
LED TVs with Ambilight."

The 'Parallel Lines' campaign, which launched in April, challenged
directors from RSA to respond to a single dialogue to demonstrate that
whatever content is watched, only Philips TVs' Ambilight technology,
award-winning picture quality and superior sound, can recreate the best
cinematic viewing experience at home. Since April, the 5 'Parallel Lines'
films have been watched over 5 million times through
www.philips.com/cinema and www.youtube.com/philipscinema. For
this 6th film, RSA's Barney Cokeliss was challenged to submit a treatment for
a short 3D film based upon the same single dialogue.

Tell It Your Way Competition

Entry for the Parallel Lines UGC competition 'Tell It Your Way' closes
next month (8th August). With Ridley Scott choosing the overall winner,
competition amongst the film community to create a new film in the Parallel
Lines series is fierce, with one team flying to the Arctic to finalize their
entry. The overall winner will be selected in September following two rounds
of voting, including a YouTube public vote, and will receive a week's work
experience with RSA and a red-carpet premiere experience in addition to
having their film recognized by Sir Ridley Scott.

Philips' Full HD 3D TVs and 3D Ready TVs bring the ultimate cinematic
viewing experience home. Their unique Ambilight and LED technology (LED Pro
and Bright Pro) deliver an unparalleled 3D experience that makes you part of
the action.

Visit www.philips.com/cinema to see the films or join the Philips
Cinema community on www.facebook.com/philipscinema.

Notes to Editors

    - The inaugural Film Craft Grand Prix was awarded for the short film 'The
      Gift' by Ridley Scott Associates (RSA) director Carl Erik Rinsch at
      this year's Cannes Lions.

    - 'The Gift' also received a Gold Film Craft Lion for Special Effects.

    Barney Cokeliss

    - Barney grew up in London and before he left school was shooting record
      covers and book jackets as a photographer. He studied English
      Literature at Magdalen College, Oxford and spent a year at Princeton as
      a Visiting Fellow in the Film and Creative Writing departments before
      winning a place on the prestigious BBC television training scheme. His
      directing career began with 'Tea', a short commissioned by MTV Europe
      which went on to be the shortest film selected at Sundance. Barney
      then wrote and directed 'Queen's Park Story' for BBC 2's 10x10 strand.
      The Observer called it "the best British drama on television this
      year", it was in the official selection at the Venice Film Festival
      and won Best Director at Toronto. Barney's commercial work is known
      for its cinematic style, visual storytelling and great performances.
      He is represented by Ridley Scott Associates in London, New York and
      LA and by United Agents for film and TV. He has made commercials for
      clients such as Volkswagen, Lexus, Typhoo, Toyota, and Deutsche Bahn.
      His films for the National Health Service have won advertising awards
      year on year and his safe-sex film 'Spoiled' was voted Scotland's
      Favourite Ad. His long-running campaign for CIC Bank has been recently
      voted number 4 in the top 10 of all French commercials. Barney
      recently finished a new short film for Hill Holiday in New York,
      sponsored by Liberty Mutual. He has two features in development: one
      based on a cult short-story by the celebrated British author J.G.
      Ballard. He is currently prepping the Berlin part of 'Geography of
      the Hapless Heart' - a portmanteau feature built of fives stories
      happening simultaneously in five cities.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a
diversified health and well-being company, focused on improving people's
lives through timely innovations. As a world leader in healthcare, lifestyle
and lighting, Philips integrates technologies and design into people-centric
solutions, based on fundamental customer insights and the brand promise of
"sense and simplicity". Headquartered in the Netherlands, Philips employs
approximately 116,000 employees in more than 60 countries worldwide. With
sales of EUR 23 billion in 2009, the company is a market leader in cardiac
care, acute care and home healthcare, energy efficient lighting solutions and
new lighting applications, as well as lifestyle products for personal
well-being and pleasure with strong leadership positions in flat TV, male
shaving and grooming, portable entertainment and oral healthcare. News from
Philips is located at www.philips.com/newscenter.

    For more information, please contact:

    Wander Bruijel
    Director, Global Public Relations
    Philips Consumer Lifestyle
    Tel: +31(0)20-5978847
    Mob: +31(0)6-12337779
    E-mail: wander.bruijel@philips.com

Photo:
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For more information, please contact: Wander Bruijel, Director, Global Public Relations, Philips Consumer Lifestyle, Tel: +31(0)20-5978847, Mob: +31(0)6-12337779, E-mail: wander.bruijel at philips.com