NYT Debuts Integrated Ad Package for Film

Share this article:
The New York Times Co. has begun the online portion of "The Tolkien Archives: A Guide to the World of J. R. R. Tolkien" at NYTimes.com/Tolkien.


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.


Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.