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:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.