Spice Up Your Night With Baja Fresh And Hollywood Video's "Get Some Action With Dinner!"

Promotion to run March 16 - April 26

(Friday, March 05, 2004) - Baja Fresh Mexican Grill® today announced a six-week promotion and partnership with Hollywood Video® in conjunction with Pepsi. The promotion will run from March 16 - April 26. With every Baja Fresh phone-in purchase of $10 or more after 4 p.m., customers will receive a free Hollywood Video movie rental certificate and a coupon for a free Pepsi-Cola beverage at Baja Fresh with their next purchase.

"Dinner and a movie is an American tradition," said Greg Dollarhyde, CEO of Baja Fresh. "We think our customers will enjoy the mix of fresh Mexican and movies."

The six-week promotion will be supported with a full-page ad in the Hollywood Video Movie Companion Magazine, a magazine distributed at all Hollywood Video stores. The promotion will also be featured at www.hollywoodvideo.com and in two issues of Hollywood Video E-newsletter. Baja Fresh will support the promotion with in-store POP and Web promotion including a link on their home page to the Hollywood Video site and a series of Email blasts to the Baja Fresh mailing lists.


"We are excited about this new partnership and the opportunities it offers those who love both movies and fresh Mexican food" said Mark Wattles, founder, CEO and chairman of Hollywood Video. "It's a great way for a family or group of friends to have a fun and affordable evening together."

Baja Fresh Mexican Grill is the defining standard in high quality, quick casual Mexican Cuisine. The fresh, high quality ingredients and unique flavors earn it the highest sales per restaurant in the category of Mexican Quick Casual. According to Technomic, Baja Fresh also has the highest ratings in their category for freshness and flavorful food. They are the second fastest growing Mexican restaurant concept and the fourth fastest growing restaurant concept in America. Founded in 1990 in Southern California, Baja Fresh has more than 300 company-owned and franchised locations in 26 states. With phone ahead, takeout, and dine-in convenience, Baja Fresh offers a variety of made-to-order burritos, tacos, fajitas, enchiladas and salads, with self-service bar offering handcrafted salsas. Known for its intensely loyal customers and enthusiastic word of mouth, Baja Fresh has also introduced the "Lifestyle Choices!" menu that provides new menu choices that are even lower in calories and fat and higher in protein and fiber. To locate the Baja Fresh location nearest you, call (877) BAJA-FRESH or visit the website www.bajafresh.com.


About Hollywood Video Founded in 1988 Hollywood Entertainment Corporation (Nasdaq: HLYW) owns and operates more than 1,920 Hollywood Video retail stores in 47 states. Hollywood Video, the second largest video retailer in the U.S., is dedicated to providing convenient entertainment to families, and offering exceptional guest experiences that are delivered with genuine warmth and friendliness. Since the beginning, Hollywood Video has been committed to innovation, introducing many programs that have become the industry standard including offering five-day rentals on all titles, guaranteed new releases and Game Crazy, the store-within-a-store concept that provides gamers a place to buy, sell and trade new and used video games. Based in Wilsonville, Ore., Hollywood Video employs more than 26,000 movie and video game lovers nationwide. Learn more about Hollywood Video on the Web at www.hollywoodvideo.com.

Contact information:

Maureen O'Connor
Rogers & Cowan
(310) 201-8816

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