Tolkien site draws 350m hits

The Lord of the Rings website has recorded 350 million hits since it was relaunched on January 12.

"The success of this relaunch is truly staggering," says Rolf Mittweg, president of distribution and marketing for New Line Cinema.

"The internet remains a key component in our overall strategy of launching this epic adventure trilogy worldwide."

The site,www.lordoftherings.net, is in 10 languages.

The first instalment of Peter Jackson's film of J.R.R. Tolkien's trilogy, The Fellowship of the Ring, will open on December 19 in most countries.

Global distribution partners will preview selected footage next month, when New Line hosts a series of events at the Cannes Film Festival.

"Cannes will serve as our official worldwide media launch for The Lord of the Rings," Mr Mittweg said.

The website traffic was confirmed by an independent internet tracking firm, ABC Interactive, which recorded at least 275,463,832 hits in January and February.

Studio estimates for March add 82 million hits.

This brings the three-month total to 357,463,832.

Links:

Lordoftherings.net

Herald Online feature: Lord of the Rings