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ACTION CUP TAKES OFF IN BURGER KING RESTAURANTS

 MIAMI, June 3 /PRNewswire/ -- Burger King Corporation is pumped up over its new Action Cup premium, a promotional tie-in with Columbia Pictures release, "Last Action Hero," an action adventure fantasy starring Arnold Schwarzenegger. The Action Cup is now available at participating restaurants through July 4, and is free with the purchase of a WHOPPER or any large sandwich, large fries and a 22 ounce soft drink.
 Each of four 22 ounce cups has a unique sleeve that slides, putting the movie scenes into action as its turns. The premium utilizes an innovative patented process for the first time to animate scenes from the film. This technology, used most recently to enhance comic books, involves a black lined grid sleeve that fits over the full color lined image. When the sleeve is rotated, the characters and objects actually appear to be moving.
 "The Action Cup is our latest Hollywood-style premium that will capture the fancy of a broad spectrum of customers," said Executive Vice President, Worldwide Marketing, Sid Feltenstein. "We're thrilled to be able to offer a cutting edge premium that's never been done before on a cup. The way the images move is even better than a hologram and much more ingenuous," Feltenstein continued.
 In Columbia Pictures' latest release, a young boy is blasted out of the real world and up onto the screen to join his greatest movie hero (Schwarzenegger), with the help of a magical movie ticket. It is a fantastic non-stop chase between the real world and a fantasy movieland.
 The Action Cup, featuring scenes from the movie, is Burger King Corporation's latest movie tie-in. In the past, Burger King has offered "Beauty and the Beast," "Pinocchio" and "Aladdin" premiums for Burger King Kids Club members as part of a joint promotional agreement with Walt Disney Pictures, and has also offered Teenage Mutant Ninja Turtle videos.
 Burger King Corporation is a subsidiary of Grand Metropolitan PLC, one of the United Kingdom's largest international companies. GrandMet is a world leader in the food, drinks and retailing sectors with sales of approximately $15 billion. Other U.S. subsidiaries of GrandMet include The Pillsbury Company, Haagen-Dazs, ALPO Petfoods, Carillon Importers, Heublein, Inc., The Paddington Corporation and Pearle, Inc. Burger King Corporation and its franchisees operate more than 6,600 restaurants in 48 countries worldwide. In fiscal year 1992, Burger King had systemwide sales of $6.4 billion.
 "Last Action Hero" is based on a story by Zak Penn & Adam Leff with a screenplay by Shane Black and David Arnott. A Steve Roth/Oak Production, the motion picture is produced by Steve Roth and John McTiernan; Robert E. Relyea and Neal Nordlinger are co-producers and Arnold Schwarzenegger serves as executive producer.
 -0- 6/3/93
 /NOTE: WHOPPER is a registered trademark./
 /CONTACT: Cori Zywotow or Michael Evans of Burger King Corporation, 305-222-8863/


CO: Burger King Corporation ST: Florida IN: REA SU: PDT

IH-TW -- DC020 -- 5010 06/03/93 13:02 EDT
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Publication:PR Newswire
Date:Jun 3, 1993
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