Movies

Selling to Kids, Jan 24, 2001

Lord of the Web Rings

New Line Cinema relaunched its "Lord of the Rings" Web site earlier this month. In four days, the site had received more than 41 million hits. New Line has entered a four-year partnership with RealNetworks to promote the movie release trilogy of J.R.R. Tolkien's Lord of the Rings. The site's content includes the movie's trailer, up-to-the-minute production information, interviews and an IPIX tour of the set. "The Fellowship of the Rings," the trilogy's first installment is poised to hit theaters Dec. 19. LordoftheRings.net will be updated weekly over the next four years. Meanwhile, hundreds of fan sites have popped up all over the Net, all eager for more info about the trilogy. "The 'Lord of the Rings' RealChannel will set a promotional benchmark that is unparalleled and marks the most significant entertainment Internet promotion to date," Gordon Paddison, SVP of worldwide marketing and business development for New Line Cinema, says in a release. More significant than "Blair Witch Project?" We shall see.