Industry News | May 31, 2001

Burger King Promotes 'The Lord of the Rings'

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New Line Cinema has signed a groundbreaking agreement with Burger King Corporation to launch a worldwide promotional program supporting the December 19, 2001 debut of the epic adventure trilogy "The Lord of the Rings.'' The partnership was announced today by Rolf Mittweg, President and Chief Operating Officer of Worldwide Distribution and Marketing for New Line Cinema, and Richard Taylor, Vice President, USA Marketing for Burger King Corporation.

The deal represents the single largest promotional arrangement New Line has ever reached with a strategic partner, and one of the largest programs ever launched by Burger King Corporation. This program will span more than 10,000 restaurant locations worldwide and parallel all of the groundbreaking elements of the movie itself. The pact between the two companies will also be integrated with the potential to expand beyond the traditional theatrical window of the movie.

"Burger King® is a family-friendly brand with high recognition and significant reach around the world. They are the perfect promotional partner for us as we launch 'The Lord of the Rings: The Fellowship of the Ring' in December worldwide,'' said Mittweg.

Following overwhelming worldwide media coverage of "The Lord of the Rings,'' the demand for more content is staggering. To help satisfy that demand, Burger King Corporation has placed a link to the much anticipated new film trailer on its website, www.burgerking.com.

In conjunction with New Line's plans to keep the movie under wraps, plans for the Burger King® promotion will also remain under wraps until later this year.

"Burger King Corporation and New Line Cinema have put together the total picture partnership, one that emerged through shared objectives, open dialogue, creativity and image immersion,'' said Rose Polidoro, Executive Vice-President of Promotions for New Line Cinema, who brokered the Burger King deal along with Rob Remley, vice president of international promotions, and Dave Imhoff, executive vice president of worldwide licensing and merchandising for New Line.

"The imagination and vision with which Burger King Corporation has embraced 'The Lord of the Rings' is mirrored in the picture and the promotional plans!'' said Polidoro.

"The literary significance of this property coupled with its superior entertainment value and tremendous built-in fan base, make it a smart fit for our global brand. New Line is delivering an epic film that truly delivers what made 'The Lord of the Rings' the phenomenon it is today,'' said Richard Taylor.