Press Release: Burger King Restaurants Capture The Magic Of The Lord Of The Rings: The Fellowship Of The Ring With Unique Collectibles - Glass Goblets Will "Light Up" The Holiday Season


Burger King poster.

Goblets.
Beginning November 23rd, BURGER KING® customers can be a part of the highly-anticipated New Line release, The Lord of the Rings: The Fellowship of the Ring, by collecting authentic, glass goblets featuring the movie's leading characters: Frodo, Arwen, Gandalf and Strider. All four Middle Earth goblets are available while supplies last for $1.99 with the purchase of a WHOPPER® sandwich Value Meal at participating restaurants.

Magical and enchanting like the film, the 13-ounce goblets feature detailed etching and sculpting and "light up" in a glowing red color using a built-in function at the base, which is easily removable for dishwashing. Packaged in a collectable box, they're perfect for holiday stocking stuffers.

"This promotion with New Line Cinema, producer and distributor of this year's ground-breaking epic adventure release, represents our commitment to bringing the magic and adventure of quality entertainment to our customers in authentic, creative ways," said Chris Clouser, executive vice president and chief global marketing officer for Burger King Corporation. "In the case of Lord of the Rings; The Fellowship of the Ring, we also understand the importance of staying true to the film and giving our customers high-quality premiums they would be proud to give as gifts."

"New Line and Burger King have worked very closely on this innovative program for over a year and we are thrilled to see the culmination of our efforts and are sure that the fans will be excited as well," said Rose Polidoro, executive vice-president of promotions for New Line Cinema.

The Lord of the Rings: The Fellowship of the Ring Characters - Collect all Nineteen!


Individual Toys.

Ring of Power.
In addition to the glass goblets, Gandalf the Wizard, Frodo the Hobbit and seventeen other authentic collectibles depicting the movie's characters will make their debut inside Kids Meals and Big Kids Meals at 8,500 BURGER KING® restaurants in the U.S.

These "must-have" toys feature high-quality laser scanned images of the movie characters. Each premium also has at least one electronic function, featuring sound or light, and any combination of the toys can be used to build the "Ring of Power" with a removable, gold-plated "One Ring that Rules them All" as the centerpiece.

King of the "Ring"

To add to the excitement of this blockbuster promotion, BURGER KING® customers can experience new and improved onion rings at the only fast food restaurant that offers this choice. The enhanced onion rings will be offered with a creamy, zesty dipping sauce and are available in three sizes: medium (15 rings), large (20 rings) and king (24 rings).

The Lord of the Rings: The Fellowship of the Ring promotion will be supported with in-restaurant merchandising, web-based marketing and national television advertising. Kaplan Thaler Group (adult), Campbell-Mithun (kids) and Bromley (Hispanic) created the advertising.

About the Film

Elijah Woods (Frodo Baggins), Sir Ian McKellen (Gandalf the Grey), Liv Tyler (Arwen) and Cate Blanchett (Galadriel) head the cast of this epic adventure, The Lord of the Rings: The Fellowship of the Ring from New Line Cinema. The film is based on J.R.R. Tolkien's phenomenal epic adventure, The Lord of the Rings considered by millions to be the greatest fantasy-adventure story ever told. The film chronicles the struggle between good and evil for possession of a magical ring that can shift the balance of power in the world. A work of sheer invention on a staggering scale, The Lord of the Rings takes us back to "Middle-earth" and an era that predates written history, where humans share the world with immortal elves, powerful wizards, industrious dwarves and hobbits.

Founded in 1967, New Line Cinema is the entertainment industry's leading independent producer and distributor of theatrical motion pictures. New Line licenses its films to ancillary markets including cable and broadcast television as well as to international venues. The company, which is a subsidiary of AOL Time Warner Inc., operates several divisions including in-house theatrical distribution, marketing, home video, television, acquisitions, production, licensing and merchandising units.

About Burger King Corporation

Burger King Corporation created the American icon, the HOME OF THE WHOPPER®, in 1957. The company and its franchisees operate more than 11,370 restaurants in all 50 states and 58 countries and international territories around the world, with more than 92% of BURGER KING® restaurants owned and operated by independent franchisees. Since the company's founding in Miami in 1954, the BURGER KING® brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY® food customization. In fiscal year 2001, the BURGER KING® system had system-wide sales of $11.2 billion. Burger King Corporation is a part of Diageo, the international food and drinks company. To learn more about the BURGER KING® system, please visit the company's website at www.burgerking.com.

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