LOS ANGELES, Nov. 15 -- New Line has joined forces with exhibitors around the country to create a unique, multi-tiered concession program that gives moviegoers everywhere a direct link to a special online sweepstakes tied to THE LORD OF THE RINGS, it was announced today by David Tuckerman, President of Distribution for the studio.

Starting Friday, November 16, moviegoers at participating theatres will receive their popcorn and drinks in special THE LORD OF THE RINGS bags, buckets and cups featuring images from the film, directed by Peter Jackson, which opens worldwide on December 19, 2001. Printed on each package are instructions on how to log on and enter New Line's One Sweepstakes to Rule Them All contest to win prizes that include gold rings, DVD players and more. The sweepstakes has only one point of entry, which can be reached exclusively through the URL or AOL keyword printed on each concession item created for the program.

"This program creates a direct link between moviegoers, exhibitors, and our film in a unique way," said Gordon Paddison, Senior Vice President of Worldwide Interactive Marketing and Business Development for New Line Cinema. "Concessions list the sweepstakes website address where visitors can register for prizes. They will be able to learn more about the movie, view the trailer and become immersed in the world of THE LORD OF THE RINGS. It also allows New Line to develop a more direct relationship with our customers."

"By working with theatre chains across the country to market films at the concession level with movie graphic items, THE LORD OF THE RINGS will be everywhere -- on the movie screen, in the theatre lobby and at the concession stand," said Kristina Warner, Vice President of Exhibitor Relations for New Line Cinema.

Added Terrell Falk, Vice President Marketing, Cinemark Theatres, "Cinemark is very excited to be participating in THE LORD OF THE RINGS concession program. We think promoting this film at our concession stands will make a positive impact on its success."

"THE LORD OF THE RINGS will be on every drink cup in the theatres," says Mark Osborn of UA Theatres. "It gives the film tremendous visibility that no one will miss. Having the sweepstakes on the cup adds an element of fun and gives added value to the customer."

Participating theatre organizations include AMC, Carmike, Century, Cinemark, GKC, Harkins, Loews Cineplex, Magic Johnson, Marcus, Pacific, United Artists, Wallace and Wehrenberg Theatres.

In addition, a national in-theatre marketing contest offers a unique incentive program for managers of participating theaters to create local contests and programs of their own, supported by a detailed marketing and promotions guide supplied by the studio, to win cash and prizes.

New Line Cinema presents the first installment of THE LORD OF THE RINGS: THE FELLOWSHIP OF THE RING starring an international cast that includes Sean Astin, Sean Bean, Cate Blanchett, Orlando Bloom, Billy Boyd, Ian Holm,
Christopher Lee, Ian McKellen, Dominic Monaghan, Viggo Mortensen, John Rhys-Davies, Andy Serkis, Liv Tyler, Hugo Weaving, and Elijah Wood.

The film is directed by Peter Jackson and produced by Barrie M. Osborne, Tim Sanders, Fran Walsh and Jackson, from a script by Fran Walsh, Philippa Boyens, and Jackson. The executive producers are Mark Ordesky and Bob and Harvey Weinstein. Robert Shaye and Michael Lynne also executive producers.