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Chrysler & New Line Home Entertainment Announce Promotion DVD and VHS Release

August 21, 2003

In celebration of the 20th anniversary of theminivan, Chrysler announced it has created a unique marketing program with the August26, DVD release of New Line Home Entertainment's The Lord of the Rings: TheTwo Towers.According to the company, consumers who purchase specially marked packages of The Lord of the Rings:The Two Towers on DVD or VHS will receive a The Lord of the RingsAdventure Card. The card provides a tailorable, interactive experience.Using a special PIN code, located on the Adventure Card, consumers will beable to log on to www.lotradventure.com to access the exclusive content,which includes a $500 cash allowance towards the purchase of a new ChryslerTown & Country minivan. This special $500 offer can be used in addition tocurrent Chrysler incentives through January 11, 2004."A six disc CD/DVD changer is available on the Chrysler Town & Countryminivan, making this the perfect vehicle for families who are captivated byThe Lord of the Rings," said Tom Marinelli, Vice President of ChryslerMarketing, DaimlerChrysler Corporation.The company says the Chrysler Town & Country heralded the start of the luxury minivansegment with its introduction in 1990 and has been recognized for itsquality and innovation. The new Platinum Series Chrysler Town & Countrycomes with a no-extra-charge Rear Seat Video system as well as uniquefeatures such as two-tone leather-trimmed interior, Platinum Series badgingand floor mats, and 16" platinum clad wheels.Chrysler's promotion of the program is scheduled to break September 2, andwill include unique television, print, targeted direct mail andpoint-of-sale materials, featuring the Platinum Series minivan. Thelotradventure.com web site will change monthly providing special limitedoffers, including a sweepstakes to enter to win a Chrysler Town & Countryminivan or one of six trips to New Zealand to visit the exciting locationsthat inspired the films. On this site, Chrysler will promote the otherPlatinum series vehicles: 300M, PT Cruiser, Sebring Convertible, Coupe andSedan. A link to Chrysler.com will allow consumers to obtain vehiclespecific information, such as price and equipment, as well as locate theirpreferred Chrysler dealer."The Lord of the Rings franchise has an extremely committed fan base, andwe want to engage and reward that audience while delivering continuousbenefit to our promotional partners," says Matt Lasorsa, New Line HomeEntertainment senior vice president of marketing.On August 25, Chrysler will participate in a charity event organized by NewLine in support of the Tree People. In addition, a The Lord of the Ringsdisplay will be included at the Six Flags Minivan Owners events.
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