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BK sets movie ties

Published on .

Burger King Corp. has signed a promotional tie-in agreement with Universal Studios Consumer Products Group and Amblin Entertainment for the May 1997 release of Steven Spielberg's sequel "The Lost World: Jurassic Park." To appeal to younger children, Burger King also will tie in with MCA/Universal Home Video's animated dinosaur story, "The Land Before Time." In addition to toy premiums based on characters in the two properties, the No. 2 burger chain will integrate scenes in advertising, packaging and in-store materials.

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