Russell Schwartz, president of domestic theatrical marketing at New Line Cinema, said the studio was looking to run the full trailer in front of an appropriate theatrical movie but couldn't find the right film. So New Line went to its AOL Time Warner sister company the WB.
"This was a cooperative deal with our parent, AOL Time Warner," said Mr. Schwartz. Both New Line and The WB are owned by AOL Time Warner.
The right environment for Rings is Angel's key audience -- young males -- though that isn't the only demographic target.
A key goal for New Line in marketing the film is making all consumers familiar with the some of the specific details in the trilogy of the books. "What is really nice about the trailer is that it takes you through the levels of the story," said Lou Goldstein, co-president of marketing for The WB.
Mr. Goldstein said the deal is part of a larger campaign with The WB, where New Line bought TV time for the movie.
In the coming weeks, New Line will offer a number of TV spots that will help explain to viewers some crucial parts of the film, such as the meaning of the "rings" or profiling some of the main characters like Gandolf and Frodo Baggins.