Chapters in this book

1. Frontmatter i
2. Contents ix
3. Illustrations xi
4. Preface and acknowledgments xiii
5. Interviews xvii
6. Abbreviations xxi
7. Introduction: Sequel-itis 1
8. Part one. The Film
9. Chapter 1. Prudent Aggression 17
10. Chapter 2. Not Your Father’s Tolkien 53
11. Chapter 3. Handcrafting a Blockbuster 75
12. Part two. Building the Franchise
13. Chapter 4. Flying Billboards and FAQs 105
14. Chapter 5. Click to View Trailer 133
15. Chapter 6. Fans on the Margins, Pervy Hobbit Fanciers, and Partygoers 165
16. Part three. Beyond the Movie
17. Chapter 7. Licenses to Print Money 193
18. Chapter 8. Interactive Middle-earth 224
19. Part four. The Lasting Power of the Rings 255
20. Chapter 9. Fantasy Come True 257
21. Chapter 10. Right in Your Own Backyard 282
22. Notes 333
23. Index 371