Verizon, New Line Are Fellows on 'Lord of the Rings'

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New Line Cinema and Verizon Wireless formed a two-year alliance to create promotions for "The Lord of the Rings."

Efforts 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 began last week in anticipation of the December release of "The Lord of the Rings: The Two Towers." It also will promote the December 2003 release of "The Lord of the Rings: The Return of the King," and the home video and DVD release of the final two films in the trilogy.

With the arrangement, Verizon Wireless will be New Line's exclusive wireless partner in the United States and will offer promotions at 1,300 Verizon Communications stores and kiosks in major markets nationwide and at

Using imagery, icons, design elements and streaming material from "The Lord of the Rings" films, Verizon Wireless will distribute games, chat rooms and other content to wireless customers.

Verizon Wireless also developed the co-branded, which carries exclusive content, and will sponsor a "Lord of the Rings" sweepstakes on It also will be the promotional sponsor of the broadcast premiere of "The Lord of the Rings: The Two Towers" on the WB network and the rebroadcast of the special on TNT.


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