O2 ties up with Gandalf

The stage show of Tolkien’s Lord of the Rings opens in London on the 9th of May, and O2 has signed up for exclusive content including ringtones and O2-customer-preview nights.

By all accounts the production is visually spectacular, though reviews from Canada were lacklustre, which bodes badly for a show which runs to almost 4 hours.

O2 have sponsored a wide range of media events in the past, though this is their first excursion into theatre. The value of behind-the-scenes mobile blogs and advance booking is arguable, but if they can stage exclusive preview nights then that should enhance customer loyalty; assuming the sight of singing hobbits doesn’t just revolt the customers.