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Lord of the Ringtones

27 Nov, 2002 By: Hive News

New Line Cinema has forged a two-year alliance with Verizon Wireless to create a broad range of promotions tied to The Lord of the Rings that will cross broadcast, print, radio, online and in-store support as well as exclusive wireless content for Verizon Wireless customers who use Get It Now Mobile Web by VZW with MSN and Mobile Messenger.

The partnership, which kicks off today with an eye toward the Dec. 18 theatrical release of The Lord of the Rings: The Two Towers, spans two years, during which it will encompass the Dec. 17, 2003, theatrical release of The Lord of the Rings: The Return of the King and the home video and DVD releases of the final two films in the trilogy.

"Verizon Wireless is an outstanding partner for The Lord of the Rings and will support these films in unique and exciting ways that speak to the limitless possibilities inherent in this property," New Line president of domestic theatrical marketing Russell Schwartz said. "We are tremendously excited that they have made this two-year commitment to these films."

Verizon Wireless will be New Line's exclusive wireless partner in the United States and will offer many levels of promotions throughout 1,300 communications stores and kiosks in all major markets throughout the United States and online.

The two-year partnership will also offer promotional opportunities to several divisions within New Line, including national promotions, interactive, marketing, home entertainment and licensing.

Using the imagery, icons, design elements and streaming material available from the Rings films, Verizon Wireless will distribute wireless content such as games and chat rooms exclusively to its customers.

Verizon Wireless has also developed a co-branded Web site that carries exclusive content and will also sponsor a Rings-themed sweepstakes on Moviefone.com. Verizon will also sponsor the broadcast premiere of The Lord of the Rings: The Two Towers special on the WB network and the rebroadcast of the special on TNT.

"This new endeavor with New Line Cinema and their blockbuster epic tale has tremendous synergies. Lord of the Rings devotees will see how our services easily integrate with their special interests," said John Stratton, VP and chief marketing officer for Verizon Wireless. "You can get Lord of the Rings information and games only from Verizon Wireless."

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