New Line Cinema has signed an extensive deal with fast-food giant Burger King to promote THE LORD OF THE RINGS trilogy. The agreement represents the single largest promotional arrangement for New Line and one of the largest programs ever launched by Burger King. The program will span more than 10,000 restaurants worldwide and will run longer than the first film runs in theaters. "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. Richard Taylor, VP, USA marketing, headed up the deal for Burger King.
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