From the strategic partnerships to the innovative promotions to the scores of licensees already on board, the studio’s film trilogy, based on J.R.R. Tolkien’s best-selling novels, is being developed as one of the marketing world’s biggest, longest, and most unique productions ever.

And then there’s something else: “The concept of making three pictures at once is something that has never been done before,” says Rose Polidoro, executive vp-promotions at New York City-based New Line. All three movies were shot over an 18-month period: The Fellowship of the Ring will premiere Dec. 19, followed by The Two Towers in holiday 2002, and The Return of the King in holiday 2003.

The marketing may be as ambitious as the production. New Line signed its largest promotional deal ever with Miami, FL-based Burger King, which will create a global marketing program spanning more than 10,000 restaurants. Both companies are keeping details tightly under wraps. “They have partnered with us on the first film, with opportunity beyond,” offers Polidoro. “The rollout is extremely inventive and will launch in fourth quarter.” Burger King already has a link from burgerking.com to the movie’s official site.

Word is out, however, on the more than $40-million deal signed with Wayne, NJ-based JVC that will cast the brand as the exclusive electronics sponsor for the trilogy. Co-branded DVD players and VCR packages loaded with movie trailers, behind-the-scenes footage, and stickers hit shelves this month. Offers from the trilogy’s Internet partner, Vienna, VA-based America Online, are also included. International Strategic Marketing, Longmont, CO, handles.

“We will hit a large audience and a huge cross-section of people,” says Jerry Barbera, vp of JVC’s consumer video division.

On the literary front, New Line has partnered with New York City-based Barnes & Noble for in-store and online activity. It will also work with Chicago-based American Library Association for an October Teen Read Week program that will deliver Rings posters to libraries and schools nationwide.

In addition, the studio is working on a global mobile tour featuring “museum-like” exhibits, Polidoro says.

Elsewhere, Helsinki, Finland-based wireless content provider Riot Entertainment, Ltd. signed on to launch its first branded entertainment content package in the U.S., creating programming for mobile phone users that will link them to a Web site to play games that closely follow the film plots.

Riot is one of approximately 100 licensees worldwide, which is well below the traditional number for a project this huge. “And that is 100-percent intentional. Over-proliferation of licenses was not in our plan,” says New Line vp-worldwide licensing and merchandising David Imhoff.

New Line Cinema’s The Lord of the Rings has “landmark” written all over it.

From the strategic partnerships to the innovative promotions to the scores of licensees already on board, the studio’s film trilogy, based on J.R.R. Tolkien’s best-selling novels, is being developed as one of the marketing world’s biggest, longest, and most unique productions ever.

And then there’s something else: “The concept of making three pictures at once is something that has never been done before,” says Rose Polidoro, executive vp-promotions at New York City-based New Line. All three movies were shot over an 18-month period: The Fellowship of the Ring will premiere Dec. 19, followed by The Two Towers in holiday 2002, and The Return of the King in holiday 2003.

The marketing may be as ambitious as the production. New Line signed its largest promotional deal ever with Miami, FL-based Burger King, which will create a global marketing program spanning more than 10,000 restaurants. Both companies are keeping details tightly under wraps. “They have partnered with us on the first film, with opportunity beyond,” offers Polidoro. “The rollout is extremely inventive and will launch in fourth quarter.” Burger King already has a link from burgerking.com to the movie’s official site.

Word is out, however, on the more than $40-million deal signed with Wayne, NJ-based JVC that will cast the brand as the exclusive electronics sponsor for the trilogy. Co-branded DVD players and VCR packages loaded with movie trailers, behind-the-scenes footage, and stickers hit shelves this month. Offers from the trilogy’s Internet partner, Vienna, VA-based America Online, are also included. International Strategic Marketing, Longmont, CO, handles.

“We will hit a large audience and a huge cross-section of people,” says Jerry Barbera, vp of JVC’s consumer video division.

On the literary front, New Line has partnered with New York City-based Barnes & Noble for in-store and online activity. It will also work with Chicago-based American Library Association for an October Teen Read Week program that will deliver Rings posters to libraries and schools nationwide.

In addition, the studio is working on a global mobile tour featuring “museum-like” exhibits, Polidoro says.

Elsewhere, Helsinki, Finland-based wireless content provider Riot Entertainment, Ltd. signed on to launch its first branded entertainment content package in the U.S., creating programming for mobile phone users that will link them to a Web site to play games that closely follow the film plots.

Riot is one of approximately 100 licensees worldwide, which is well below the traditional number for a project this huge. “And that is 100-percent intentional. Over-proliferation of licenses was not in our plan,” says New Line vp-worldwide licensing and merchandising David Imhoff.