With one comment saying, "And now he's going to be replaced by Arwen, Warrior Princess. He's fought a balrog, for Heaven's sake, and he losses out to a girl. Played by Liv Tyler no less." (Mathis, 2006) to address these concerns, the three would use the internet to show that their casting decisions were in line with the ideas of fans. Where, they had Tyler talk directly with fans, with her saying that she was a fan of the novels and how her part in the film; would help bring the true die hard fans visions to life. Reluctantly, the fans agreed to go with Tyler. This is significant, because it shows how the internet marketing strategy was able to build a relationship with the fans. Where, executives used the internet to allow each fan to feel, as if their voices were an important part of the production process. At which point, film executives were able to create the initial buzz about the film and then respond to the critics. This process of cooperative collaboration with the audience helps to address the lack of enthusiasm that many had about the films. Once this took place, is when executives were able to turn these skeptics into fans of the films. At which point, it would only be a matter of time, until their enthusiasm...
(Mathis, 2006)
Clearly, executives of the Lord of Rings film series were able to change perceptions about the project through the use of the internet. This is because, their web site would serve as a way that executives were able to collaborate with fans. Where, they were able to voice their concerns and have them addressed because of this medium. As a result, the relationship building technique that was used was cooperative collaboration, through the internet. This is significant, because it shows how using this form of marketing, can help improve the overall experience of the audience by allowing them to participate in the production process.
Bibliography
"Barry M. Osborne. " Wikia. 2010. Web. 27 May 2010
"Peter Jackson and New Line Cinema." The One Ring. 2007. Web. 27 May 2010
Braswell, Ty. "Gordon Pattison Interview." I Media Connection. 2003. Web. 27 May 2010
Mathis, Earnest. Lord of the Rings Popular Culture in Global Context. London: Wallflower Press, 2006. Print.
Thompson, Kristin. The Frodo Franchise. Berkeley: University of California Press, 2007. Print.
