Biological pigment general, contain six ubiquitous carotenoids: neoxanthin, violaxanthin, antheraxanthin, zeaxanthin, lutein and β-carotene. Lutein is a yellow pigment found in fruits and vegetables and is the most abundant carotenoid in plants. Lycopene is the red pigment responsible for the color of tomatoes. Other less common carotenoids in plants include lutein epoxide (in many woody species), lactucaxanthin (found in lettuce), and alpha carotene (found in carrots). In cyanobacteria, many other carotenoids exist such as canthaxanthin, myxoxanthophyll, synechoxanthin, and echinenone. Algal phototrophs such as dinoflagellates use peridinin as a light harvesting pigment. While carotenoids can be found complexed within chlorophyll-binding proteins such as
Terry Pratchett's The Colour of Magic programming at Sky One, also appears as the Alchemist. A teaser trailer, released in late February 2008, featured principal cast members, including Rincewind, Twoflower, Trymon and the Arch-Astronomer of Krull, attempting to describe octarine, the 'colour of magic'. The teaser concludes with the film's tagline: "a pigment of your imagination". Two more trailers were released in March 2008, containing a more complete synopsis, with narration by Brian Cox. The trailers formed part of a multimillion-dollar advertising campaign in partnership with Amazon.com and Borders Books. In addition to conventional adverts in national newspapers and banner ads on sites including MSN.com and