New Line In Burger King Promo

Burger King will tie in with New Line Cinema’s highly anticipated Dec. 19 release of “The Lord of the Rings: The Fellowship of the Ring” with paid media, in-store and online promotions.

The deal is the biggest promotion for New Line and gives the nation’s No. 2 burger chain the option to partner on the film’s two sequels, planned for next year and 2003. Both parties declined to release many details about the partnership or to assign a dollar value to the media support involved.

A Burger King spokesperson said the deal, like BK’s other major promotions, would include national television advertising. New Line also declined to name other promotional partners but said information would be forthcoming in following weeks.

Sources said the JVC electronics firm also will partner on “Lord.” Burger King added a link to the movie’s extremely popular trailer on its own Web site, www.burgerking.com. According to New Line, the movie’s official site, www.lordoftherings.net, has received 350 million hits in the first two months following its relaunch earlier this year.