EMERYVILLE, Calif. (August 20, 1998) - Reel.com, Inc. , the company that operates the leading video store on the Internet, today announced the selection of EchoMail, Inc. as their E-mail Agency of Record. Reel.com, changing the way movie lovers buy movies, is the online movie store that recently set off a buying frenzy by pre-selling the most highly anticipated home video release of all time, Titanic, for only $9.99. Reel.com will use General Interactive's EchoMail intelligent messaging solution for all email-based customer communications programs, including customer service and relationship marketing vehicles, such as newsletters.

"Reel.com is dedicated to giving our customers quality service," stated Julie Wainwright, chief executive officer of Reel.com. "We look forward to using EchoMail as a key vehicle for communicating with our rapidly expanding customer base."

Reel.com will use EchoMail/CC Server V2.2 to manage in-bound email management functions, such as response to customer inquiries and customer service communications. EchoMail's state-of-the-art workflow platform will automatically read, store, classify, route, log and track all of Reel.com's in-bound email using advanced pattern recognition technology. In addition, Reel.com will implement EchoMail/DM Server V2.0 for out-bound email functions, including the distribution of newsletters to Reel.com customers who sign up to receive notification of special offers and site events. EchoMail's out-bound email platform will manage Reel.com's subscriber email lists and facilitate outbound distribution.

"General Interactive is excited to add Reel.com to its client roster," said V.A. Shiva, president and CEO, General Interactive. "By selecting EchoMail, this leading online merchant clearly illustrates their commitment to caring for their customers."

General Interactive provides comprehensive offerings through its Echo suite of products, including EchoMail, EchoSentinel, and EchoShopper. All of these products take advantage of GII's core technology for pattern recognition and classification to provide intelligent messaging solutions for electronic messaging marketing and management.

About Reel.com, Inc.
Reel.com is the leading Web-based movie store offering 85,000 VHS titles for sale, over 1,400 DVD titles for sale, and 35,000 video titles for rent. Reel.com also features proprietary editorial content to help customers select movies, including a unique Movie Matching feature. The staff of writers for the site include film school graduates, video store veterans, screenwriters, and scores of other film experts. Reel.com's current Internet partners include @Home Network, Celebsite, E! Online, Film.com, Mr. Showbiz, Planet Hollywood, Turner Home Entertainment, TV Guide Entertainment, WebTV Networks, and Yahoo!. Reel.com also operates a physical store in Berkeley, Calif. that offers a selection of 35,000 videos for rent. Hollywood Entertainment (NASDAQ: HLYW) recently announced an agreement to acquire Reel.com, Inc.

Note to Editors: For more information on Reel.com, please contact Pamela Coddington, with Reel.com, at (510) 549-3333 ext. 221 or pamelac@reel.com. For more information on EchoMail,Inc., please contact at (617) 354-8585, ext. 215.

Note: Reel.com is a trademark of Reel.com, Inc. All other company, brand and product names are trademarks of their respective companies.