Lost In Space Launches April 3 With Long John Silver's Aboard As Promotional Partner

Business Wire, March 23, 1998

LEXINGTON, Ky.--(BUSINESS WIRE)--March 23--When the Robinson family becomes "Lost In Space" at theaters across the nation on Apr. 3, Long John Silver's restaurants will be on board the futuristic spacecraft Jupiter II as a full promotional partner.

Four collectible toys based on characters from the New Line Cinema release -- Major Don West, the pilot; Blawp, a lovable space alien; the famous Robot; and Future Smith, a creature modeled after saboteur Dr. Zachery Smith -- will be featured at more than 1,300 participating restaurants. The toys will be priced beginning at $2.29 and will be introduced March 30. One toy will be available each week and available while supplies last.

In addition to the larger collectible toys, four free pullback toys will be included in every Kid's Meal. Additional pullback toys may be purchased for 99 cents.

"Lost In Space" is the first science fiction adventure about a family's intergalactic voyage aboard a sabotaged spaceship. Inspired by the nostalgic series which aired on CBS television from 1965 to 1968, it has become a cult classic. "Lost In Space" combines a contemporary story line with high-tech robots, space creatures and 700 state-of-the-art visual effects in an action-packed roller coaster adventure.

"We are excited to be associated with this major motion picture," said Mike Kern, senior vice president, marketing for Long John Silver's. "This is our most ambitious movie tie-in ever. We are producing a full line of point of sale merchandising with the 'Lost In Space' theme. Our television commercial will feature the Robot from the film and bring some real energy to the event. Every restaurant, in fact, will have a five foot Robot standee that will utter the now familiar phrase, 'Danger Will Robinson!' Our team members and our customers are going to enjoy a complete 'Lost In Space' experience during their visits to our restaurants."

In addition to the merchandising and advertising that features a "Lost In Space" theme, the company has created a special section on its web site (www.ljsilvers.com) dedicated to the movie. It includes a game in which players can win a movie t-shirt, official cap or movie poster and become eligible for a giveaway in which the grand prize is a trip to Space Camp USA. The special section also features a space quiz, links to space museums, planetariums and related sites, as well as downloadable coupons and pictures of the collectible toys.

Long John Silver's is North America's leading quick-service seafood restaurant chain with more than 1,300 restaurants in 36 states, Thailand and Singapore. The company's corporate support center is in Lexington, Ky.

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BUSINESS EDITORS: For more information contact Bruce Hinton, Senior Director of Public Relations, (606) 388.6300, Long John Silver's Restaurants, Inc., P.O. Box 11988, Lexington, KY 40579 or visit us on the internet at www.ljsilvers.com

CONTACT: Long John Silver's Restaurants Inc., Lexington

Bruce Hinton, 606/388-6300

http://www.ljsilvers.com