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quote: Selling 'Rings' is whole new quest
5 December 2002 (The Hollywood Reporter)
With the astounding success last year of the first installment in its The Lord of the Rings trilogy, New Line Cinema learned many things about the franchise that helped the studio develop an unconventional marketing plan for The Lord of the Rings: The Two Towers, which opens Dec. 18. For one, the franchise has a solid fan base far beyond the realm of its core sci-fi/fantasy audience, and thus New Line didn't need to launch a TV campaign two months before the release date of the new film. And just as significantly, New Line execs realized that there are no Whoppers in Middle Earth. So this time around, the company has passed on a fast-food tie-in with Burger King in favor of a two-year promotional deal with Verizon Wireless. "Probably 150 million people have seen this movie worldwide; I think we're covered for the first couple of weeks (of the new release)," Russell Schwartz, president of domestic theatrical marketing at New Line, said with a laugh. Indeed, last year's Oscar-nominated The Lord of the Rings: The Fellowship of the Ring grossed more than $860 million worldwide, putting it among the top 10 boxoffice hits ever in the United States and in the top five internationally.
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