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Eyeing teenage science fiction buffs, AT&T has partnered with New Line Cinema and Lycos to distribute 720,000 WorldNet start-up disks to Lost In Space ticketholders beginning with last weekend’s box office debut. The entertainment tie-in is the latest push in an ongoing struggle to get disks into the hands of new recruits–especially those who are most likely to follow through and sign up for Internet access.
Lycos intends to use its position as the movie’s exclusive online search and navigation partner to build brand awareness among Web newcomers, said Jim Hoenscheid, director of promotions at the Framingham, Mass.-based
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