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.

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