An internet-only trailer was produced last summer to give fans a flavour of what was to come. Part of the focus was also to control the information going out from the set to keep fans guessing. New Line has been actively engaged in internet marketing since 1994, and builds internet sites for all its movies. Three people work in its online department, but actual website development is outsourced. The studio has between 10 and 20 films in production at any one time, and all of them are marketed online as well as through traditional outlets.
Budget is also a consideration.
While Paddison won't discuss how much New Line has spent on the site, it's definitely a lot. In fact, it may well be the LOTR website is the most ambitious promotional site ever designed. Other than the Star Wars and Star Trek franchise, few other films are likely to whip up the same interest as LOTR online, but increasingly movie executives are using the net to create interest in movies long before they hit our screens. For the upcoming film Tomcats, Revolution Studios started an online contest in which users would vote on casting extras over a year before its scheduled release this summer. The most recent case of a movie being propelled into the major league by a website is the infamous Blair Witch Project movie.