The sequential Stille cross-coupling reactions of the dihalogenated gamma-alkylidenebutenolide 7 with stannanes 9 and 6 afforded the carbon skeleton of pyrrhoxanthin, a highly functionalized C7'-C8' acetylenic C37-norcarotenoid butenolide. Although the first halogen-selective Stille coupling takes place in 90% yield at ambient temperature, double isomerization of the Z,E- to the E,Z-C7'-C10' enyne, likely induced by the catalyst, accompanyied the bond formation, leading to 9'Z-20 and, ultimately, to 9'Z-pyrrhoxanthin 9'Z-1.