American Vantage Media Launches non-fiction films.

SANTA MONICA, Calif. & NEW YORK -- Prestigious documentary label to relaunch with the release of two controversial films regarding John Kerry in Vietnam and Ronald Reagan during The Cold War

American Vantage Media Corp. ("AVMC") announced today the relaunch of its prestigious documentary film label "non-fiction films." The first titles to be distributed through the label are "Going Upriver: The Long War of John Kerry," from award-winning documentary director George Butler, and "In The Face of Evil: Reagan's War in Word and Deed," based upon Peter Schweizer's acclaimed best-seller "Reagan's War." AVMC intends to theatrically distribute at least six feature films in 2005 under the non-fiction films label.

David Schulte, vice chairman of AVMC, stated, "The relaunch of our non-fiction films label is a continuation of our efforts to build business units with targeted demographics. In the case of launching a documentary-based film label, we intend to finance, acquire and distribute titles that contain strong social, lifestyle, and political points of view across a broad spectrum. We have proven with the quality of releases through our Wellspring film label that our team will take risks in order to put out critically acclaimed product and we will build upon this standard with non-fiction films."

Schulte continued, "Additionally, as a growing player in branded content production, we see documentaries as a possible vehicle for lifestyle-driven projects that credibly integrate brands in exchange for funding support, such as we continue to see as a larger presence at the festivals."

"Going Upriver: The Long War of John Kerry," directed by the acclaimed George Butler, ("Pumping Iron," "The Endurance: Shackelton's Legendary Antartica Expedition") examines the story of John Kerry and the key events that made him a national figure and the man he is today. The film places particular emphasis on his bravery during the Vietnam War and his opposition to the war upon his return. "Going Upriver: The Long War of John Kerry" had its world premiere at the 2004 Toronto International Film Festival, and has already been the subject of an extraordinary amount of feature press and media coverage. Slated for a national theatrical release on Oct. 1 by THINKFilm in association with Palisades Pictures, the White Mountain Films Production of "Going Upriver" will be released on video/DVD by non-fiction films prior to the presidential election.

"In the Face of Evil: Reagan's War in Word and Deed" documents the former President's fight to destroy communism amidst, in the film's words, "the bloodiest century mankind has ever known." The film highlights Reagan's years in the wilderness as a perceived right wing extremist labeled by members of both political parties as a fanatic. The documentary's obvious parallel with the current global war on terrorism has already stirred controversy from both the political left and right on radio talk shows and the Internet. non-fiction films has acquired all U.S. rights to "In the Face of Evil: Reagan's War in Word and Deed," and will release the film theatrically in selected U.S. cities on Oct. 1 with a wider rollout planned later in the month.

AVMC is a diverse producer and distributor of intellectual property around the world. In addition to providing branded content services to some of today's most prestigious and successful marketing companies, such as Chrysler, Reebok and MasterCard, AVMC's film and television production credits include Hypnotic's "The OC," "The Bourne Identity," starring Matt Damon, "Terry Tate: Office Linebacker" and more. AVMC's current and upcoming theatrical feature film releases on its Wellspring label include "Tarnation," which Roger Ebert has called "remarkable ... a powerful and heartbreaking film" and has received overwhelming acclaim at Sundance, Cannes and Toronto, and will be in the New York Film Festival in October, "Red Lights," directed by Cedric Kahn and starring Jean-Pierre Darroussin and Carole Bouquet, "Strayed" and "Nathalie," both starring the enchanting French actress Emmanuelle Beart, Vincent Gallo's notorious film "The Brown Bunny" and more.

American Vantage Media Corp. is a wholly owned subsidiary of American Vantage Cos. (NASDAQ: AVCS).