New Line Cinema has signed a massive promotional agreement with Burger King to support the Dec 19 worldwide openings of The Fellowship Of The Ring, the first in its keenly awaited Lord Of The Rings trilogy.
The deal is the single largest promotional arrangement New Line has ever reached with a strategic partner and will span more than 10,000 Burger King locations worldwide. Burger King has already placed a link to the new trailer for The Fellowship Of The Ring on its website burgerking.com.
The Burger King promotion will be kept under wraps until later this year. It was negotiated by Rose Polidoro, executive vice president of promotions for New Line alongside Rob Remley, vice president of international promotions, and Dave Imhoff, executive vice president of worldwide licensing and merchandising for New Line.