Los Angeles-based New Line Cinema and Verizon Wireless of Bedminster, NJ, last week signed a two-year alliance to create a range of promotions tied to the next two “Lord of the Rings” theatrical and home video releases.
The deal encompasses broadcast, print, radio, online, and in-store efforts and exclusive wireless content-such as games and chat rooms-for Verizon customers and a co-branded Web site, verizonwireless.com/lotr. The second film in the series, “The Two Towers,” opens Dec. 18.
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