Devine Entertainment Expands Distribution Division with Release of New DVD Boxed Set by Jazz Great Wynton Marsalis

    Company to Target New Revenue Opportunities in Specialty Retail,
    Educational and Other Markets

    TORONTO, Sept. 24 /CNW/ - Devine Entertainment Corporation (OTCBB:DVNNF -
 News), capitalizing on the global distribution of award-winning original film
and television content, has reported that the debut of their "Marsalis On
Music" four-disc DVD Boxed Set is on course and gathering momentum under the
Company's growing in-house DVD/home entertainment distribution initiative.
    Devine's sales and marketing efforts with the acclaimed "Marsalis On
Music" boxed set focus on distribution to the institutional and educational
markets, with select specialty retail, web and catalog operators rounding out
the customer base.
    "This is a key niche market for the Company, where we have developed our
own singularly successful distribution channel," Chief Financial Officer
Richard Mozer said. "We're bringing extra concentration to this sector, where
we receive full margins but are not subjected to price pressure. In addition,
we enjoy a product life measured in years rather than months, while seeing
almost no returned inventory, a nearly unheard of accomplishment in the
mainstream DVD distribution industry."
    Mr. Mozer added: "We have established our brand in the market with our
own proprietary films and we are now expanding our catalogue strategically
with "Marsalis On Music." This is just the beginning in our plan to expand our
distribution and catalogue."
    Wynton Marsalis is a world-renowned musician and music educator. He is
widely considered to be the most accomplished jazz and classical trumpeter of
his generation. He is a 16-time Grammy Award winner and is an icon of American
music. Devine acquired the rights to distribute "Marsalis On Music" from Sony
BMG Music this year. The series has not been available on DVD until its
release through Devine.
    The "Marsalis On Music" four-disc DVD Boxed Set carries a suggested list
price of $84.95. "All of our key accounts are on board and the initial
response has been stronger than we had expected," said Glenn Sernyk, Marketing
Director for Devine Entertainment. "We're seeing some excellent success
stories developing."
    Within the campaign, at the distribution level, print and specialty music
powerhouse Hal Leonard Corporation's involvement is a high priority. A
long-time key Devine account, Hal Leonard has sold in excess of US$2 million
(retail) of Devine's proprietary "Composers Series" to date. Hal Leonard,
located in Milwaukee, WI, is the world's largest producer of print and sheet
music and its Special Markets and Educational sales forces reach 7,500 music
specialty retail outlets and all of the major educational catalog operators,
including such industry leaders as McGraw Hill and School Specialty. Hal
Leonard has done an initial solicitation with the Marsalis DVD set product and
has put "Marsalis On Music" on its 2007-2008 priority product list.
    To drive distribution, Hal Leonard will feature "Marsalis On Music" at
its booths at the following upcoming national and international trade shows:

    -   The International Association of Jazz Educators show in Toronto ON,
        January 9 - 12/08 (7,000 attendees)
    -   The National Association of Music Merchandisers (NAMM) show in
        Anaheim CA January 17 - 20/08 (85,000 attendees)
    -   The Music Educators National Conference in Milwaukee WI,
        April 9 - 13/08 (12,000 attendees).
    -   Hal Leonard will also feature "Marsalis On Music" in their monthly
        mail out, "The Herald," which goes to all of their retail and
        distributed account customers.

    Additionally, Hal Leonard will feature "Marsalis On Music" at numerous
state level conferences that they will attend through the November '07 - May
'08 period.
    ""Marsalis On Music" is an evergreen title, like our other proprietary
content, and is a great addition to our library," noted Devine Chief Executive
Officer and President David Devine. "We believe it will enjoy a long sales
life with us and will be another key element of our company's mission to be
North America's leading producer and source of arts, music and edu-tainment
programming for young people, teen and adult market segments."

    About Devine Entertainment

    Devine Entertainment Corporation develops, creates, and produces
award-winning television programming and feature films for worldwide
distribution across multiple TV broadcast networks, cable and satellite
networks, DVD and Internet markets. Specializing in cultural and educational
programming as well as prime-time drama and comedy entertainment programming,
the Company's titles have garnered more than 120 international film and
television industry awards, including five Emmy and five Gemini Awards. The
Company partners with leading international distributors, broadcasters and
co-producers, such as Sony/BMG, Rogers Media and The Carrere Group of France
to produce and distribute its award-winning film and television titles.
    Among Devine's critically-acclaimed productions are its cultural and
educational film series on history's landmark Composers', Inventors' and
Artists', which have been broadcast in more than 50 countries. The Company
continues to expand its proprietary library of high-quality film and
television content. Among its general-audience primetime programming is the
acclaimed one-hour mystery series, "Across the River to Motor City," delivered
to broadcasters worldwide in 2007. Headquartered in Toronto, the Company's
common shares trade on the NASD OTCBB market in the U.S. under the symbol
DVNNF. The Company's corporate website is

    For investor-specific information and resources, visit

    To view current stock quotes and news, visit

    To view an investor fact sheet about the company, visit

    Forward-Looking Statements

    This press release may contain forward-looking statements relating to the
future performance of Devine Entertainment Corporation. Forward-looking
statements, specifically those concerning future performance and the
achievement of operating profitability are subject to certain risks and
uncertainties, and actual results may differ materially. These risks and
uncertainties include the market acceptance of the Company's products and
services; competition within the film and entertainment industry and the
introduction of new entrants and/or products in the Company's markets; adverse
changes in governmental regulations and policies affecting the film and
entertainment industry; product development risks and risks of technological
change; the risk of unanticipated expenses; and other risks and uncertainties
all as described in the disclosure documents filed with securities regulatory
authorities in accordance with applicable securities laws. Readers are
cautioned that the foregoing list of factors is not exhaustive. Although the
Company believes that the expectations conveyed by the forward-looking
statements are reasonable based on information available to it on the date
such forward-looking statements are made, no assurances can be given as to
future results, levels of activity and achievements. All subsequent
forward-looking statements, whether written or oral, attributable to the
Company or persons acting on its behalf are expressly qualified in their
entirety by these cautionary statements. The Company assumes no obligation to
update forward-looking statements should circumstances or management's
estimates or opinions change.

For further information:

For further information: Devine Entertainment Corporation, Arnold
Tenney, Richard Mozer, (416) 364-2282, Toll-free: (877) 338-4633,; or Trilogy Capital Partners, Financial Communications:
Ryon Harms, Toll-free: (800) 592-6067,

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