New Line, Silver’s team for ‘Space’

New Line Cinema and restaurant chain Long John Silver’s have joined forces for a multimillion-dollar promotional effort designed to help launch the upcoming sci-fi pic “Lost in Space” starring Gary Oldman, William Hurt and Matt LeBlanc.

The move, if successful, may erase the bad taste left by the failure of a similar New Line deal with Little Caesar Enterprises. In October, New Line sued Little Caesar for $100 million after their agreement to jointly promote the film fell through. That deal was to have cost $20 million; New Line officials Monday were reluctant to discuss the terms of the Long John Silver’s deal because of the litigation.

The newly hatched promo plan includes an eight-week campaign of TV and print media buys as well as point-of-sale promotions, premium giveaways and special offers at each of Silver’s 1,400 restaurants in 37 states.

” ‘Lost in Space’ is New Line’s most ambitious event film to date, and we are extremely excited to be partnered with Long John Silver’s on a promotion of this size and scope,” said New Line marketing and distrib prez Mitchell Goldman.

Inspired by the TV series of the same name, “Lost in Space” features more than 650 computer-generated special effects and is populated by creatures and robots from Jim Henson’s Creature Shop. Directed by Stephen Hopkins, it also stars Mimi Rogers, Heather Graham, Lacey Chabert and Jack Johnson.

Long John Silver’s, based in Lexington, Ky., is North America’s largest quick-service seafood chain.

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