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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.
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