RUE Rue21, Inc. (MM)

rue21, inc. (Nasdaq:RUE), a leading specialty teen apparel retailer, today announced that the company is sponsoring a promotion in connection with the much anticipated release of "The Mortal Instruments: City of Bones". rue21 is partnering with Sony Pictures Entertainment to present one lucky winner with two tickets to the Hollywood movie premiere of "The Mortal Instruments: City of Bones." Three (3) movie-themed prize packs containing a soundtrack, t-shirt, poster, book, and movie tickets will also be given away.

In addition, rue21 is hosting two legs of Sony Pictures' 10-market mall tour where fans can see the stars of the film, Lily Collins and Jamie Campbell Bower. rue21 is hosting the events at the Chicago Ridge Mall (Chicago Ridge, IL) and Franklin Mills Mall (Philadelphia, PA). There will also be a talent Q&A session in both malls followed by an autograph signing at the rue21 store.

"The Mortal Instruments: City of Bones" is set to hit theaters on Wednesday, August 21, 2013. Movie-themed t-shirts will be sold for girls and guys at all rue21 stores nationwide. "We are incredibly excited to partner with Sony Pictures Entertainment and the 'The Mortal Instruments: City of Bones' as a part of our Back to School campaign," stated Dione O'Dell, Senior Marketing Director for rue21. "Cross-promotional opportunities such as this allow us to connect with our customers and increase awareness about our rue21 brand."  In addition to promoting the sweepstakes with in-store signage, rue21 has released an all-encompassing campaign through rue21.com, emails, and social media outlets. See more information here. Talent Q&A and meet and greet are subject to talent availability. 

About rue21:

rue21 is a leading specialty teen apparel retailer offering exclusive branded merchandise and the newest trends at a great value. rue21 currently operates 945 stores in 47 states. Learn more at www.rue21.com.

About "The Mortal Instruments: City of Bones"

A Constantin Film and Unique Features (TMI) Inc. production, "The Mortal Instruments: City of Bones" is adapted by Jessica Postigo Paquette from the New York Times best-selling young adult fantasy novel series by author Cassandra Clare. The film is directed by Harald Zwart and features Lily Collins, Jamie Campbell Bower, Robert Sheehan, Lena Headey, Jonathan Rhys Meyers, and more. Robert Kulzer and Don Carmody are producing and Bob Shaye, Michael Lynne and Martin Moszkowicz are executive producing.

Set in contemporary New York City, a seemingly ordinary teenager, Clary Fray (Lily Collins), discovers she is the descendant of a line of Shadowhunters, a secret cadre of young half-angel warriors locked in an ancient battle to protect our world from demons. After the disappearance of her mother (Lena Headey), Clary must join forces with a group of Shadowhunters, who introduce her to a dangerous alternate New York called Downworld, filled with demons, warlocks, vampires, werewolves and other deadly creatures. Based on the worldwide best-selling book series and released by Screen Gems, the film will be in theaters on August 21, 2013.   

CONTACT: Joseph Teklits / Jill Gaul
         ICR, Inc
         203-682-8200