During the California Gold Rush of 1849, Levi Strauss sold dyed canvas dungarees to miners who streamed into the state hoping to make their fortune.

Some 150 years later, San Francisco-based Levi is at it again. But this time, the company is pitching its pants in an online movie to Internet users who are also looking to make their fortune.

The movie, LostChange, launched Friday is a three-part campaign that asks the question, " What Would You Do If You Found $100,000?" lures consumers into interactive adventure by offering prizes

The Internet film from Levi's SILVERTAB division features hip-hop artist Fredro Starr and cameo appearances by the Black Eyed Peas, actors Drea De Matteo and Vincent Pastore from the Sopranos and Jacqui Maxwell from The Gilmore Girls.

Surfers are encouraged to take part in games and prizes, including a CD with exclusive tracks from the Black Eyed Peas; Motorola two-way pagers, V.100 cell phones and T900 TALKABOUT radios; and SILVERTAB clothing. The experience also includes online shopping.

The film is another example of the blurring of the line between the world of entertainment and marketing.

BMW Films launched its "Ambush" film earlier this year and continues to produce and market cutting edge films that promote the company's cars.

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The "Lost" series was first introduced in fall 2000, with "Lost But Not Lost," a high-tech travel adventure series featuring dramatic travel log print ads and film clips from Morocco. In spring 2001, SILVERTAB debuted "LostArcade," a play-for-prizes challenge featuring several interactive games.