Worldwide media coverage of the Lord of the Rings: The Return of the King has surpassed expectations and generated the equivalent of millions of dollars of newspaper advertising, says Film New Zealand.
The organisation's chairwoman, Sue Thompson, said 48 pages of combined coverage of the premiere and New Zealand in two UK papers, the Mail on Sunday and the Sunday Times, would have cost £20 million ($54 million).
Roadshow Film Distributors managing director Lisa Hubbard estimated exposure outside Britain to be worth a further US$50 million.
LOTR coverage worth over $100m, says Film New Zealand
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