Original URL: http://www.theregister.co.uk/2007/01/12/o2_comparable_to_tolkien/

O2 ties up with Gandalf

One ringtone to rule them all

By Bill Ray

Posted in Mobile, 12th January 2007 07:02 GMT

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.