NYT Debuts Integrated Ad Package for Film
Sponsored by AOL Time Warner's New Line Cinema studio, the program is the first offline and online advertising package created by the Times for a cinematic release. It coincides with the Dec. 19 opening of New Line's "The Lord of the Rings: The Fellowship of the Ring." The promotion runs through January.
The Tolkien archives comprise Times-published book reviews from 1938 to 1980, select chapters, audio and video clips, slideshow presentations and discussions. The archives are linked to "The Lord of the Rings" Web site. A weekly quiz on NYTimes.com/Tolkien will offer prizes from the online movie store. An online sweepstakes will debut next week to build a database.
Print ads will continue to run in the Times through the movie's release.