Burger King's Spider-Man 3 Tie-in

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Burger King restaurant guests will have a chance to get into the action in an all new way this summer through a Burger King Corporation (BKC) promotion with Columbia Pictures for the theatrical release of Spider-Man 3. The five week promotion, beginning April 30, features the "Which Spidey Suits You?" scratch-and-win game pieces on specially marked Burger King menu items while supplies last. Just as in the movie, in which Spider-Man is forced to choose between his red and blue suit and a new black suit, guests will choose to reveal what's behind either the familiar red-and- blue Spider-Man or the black-suited Spider-Man.

With a prize behind one of the two scratch-off areas on each game piece, Burger King restaurant guests have a 1:2 chance of winning each time they play, making every game piece a winner. There are a web-load of prizes including a $1 million American Express gift card; a 2007 Maserati Quattroporte Sport GT; a Sony Electronics Full HD Experience; free food items such as a BK(TM) Double Stacker or 6 piece BK(TM) Chicken Fries; and more.

"Our goal was to create a game that would deliver the excitement of 'Spider-Man 3' directly to our guests," said Brian Gies, vice president of marketing impact. "It takes the thrill of Peter Parker's own internal conflict and his struggle to choose between his classic red and blue Spider-Man suit or his new black suit and puts that choice right into our guests' hands to then have a one in two chance of winning millions of prizes if they choose correctly."

Game pieces will be available with the purchase of select Burger King food items: medium, large and king-sized French fries, large and king-sized drinks, medium hash browns, and 16 or 20 oz. sizes of BK JOE® coffee. Game pieces will also be available on value meals: a medium lunch or dinner value meal offers one game piece; increase your chances of winning by upgrading to a large value meal which offers two game pieces or a king value meal which offers three game pieces. No purchase necessary. Complete Official Rules are available at participating Burger King restaurants or at BurgerKing.com.

Additionally, Burger King restaurants will deliver 10 Super D toys in Kids Meals including the new black Spider-Man costume and all of Spidey's newest foes. The Kids Meals promotion will be supported by Kids media as well as a comprehensive merchandising, packaging and online effort.

George Leon, Executive Vice President of Consumer Marketing for the Columbia TriStar Motion Picture Group, said, "We're thrilled to be re-teaming with Burger King Corporation on 'Spider-Man(TM) 3' -- they were extraordinary partners on 'Spider-Man(TM) 2' and we are very pleased with the breadth of this promotion, especially the innovative game that ties in so well with the theme of our movie."