180 Blu-ray Extended

Blu-ray Extended Edition Marketing

Extended Edition Official Press Releases

The following press releases come from the Warner Bros. News Room:

“The Lord Of The Rings Motion Picture Trilogy: Extended Edition” On Blu-Ray From Warner Home Video June 28. [March 21, 2011]

Count-Down To “Middle-Earth Midnight Madness” Launch Celebration. [June 17, 2011]

Blu-ray Extended Edition Trilogy ~ BestBuy Pre-Sell with The One Ring

Box Description

The pre-order box is 5.5″ wide x 7″ high x 1.25″ thick. The box has a full-size front flap with a 1.75″ square open window. This flap window is the same size and location as a clear plastic window on the front of the box. A replica One Ring on a gold-tone chain shows through the window. The ring appears to be sitting on a black background, but when you open the box, you find the ring is actually in a black jewelers box with a plastic dome (the “window”) to keep it in place. The top of the jewelers box is printed in gold lettering: “The Lord of the Rings. The Motion Picture Trilogy Extended Edition.”

The inside flap and front of the box give details about pre-ordering, release date, and Trilogy Extended Edition contents. The back of the box gives details about the Blu-ray edition and lists LOTR Academy Awards®.

Underneath a cardstock holder that keeps the One Ring box in place there is a pre-order form for LOTR War in the North videogame. On the reverse side is an advertisement for LOTR Online.

Front Flap Text


Pre-Order The Lord of the RingsTM: The Motion Picture Trilogy Extended Edition on Blu-rayTM now and get The One RingTM free! (A $24.50 consumer value.) Only at BestBuy.

$10 deposit required. See inside for details. Actual Blu-ray and DVD dics not included in this package.

[Image of Blu-ray Extended Edition package.] Available June 28.


Pre-Order The Lord of the RingsTM: The Motion Picture Trilogy Extended Edition on Blu-rayTM now and get The One RingTM free!

One Ring to rule them all, One Ring to find them, One Ring to bring them all, And in the darkness bind them.

Displayed in its own box, The One Ring features the above Elvish Tengwar inscription in the Black Speech of Mordor. This inscription is amazingly etched in full circle onto the outside of the ring. Each ring is individually engraved with a laser process to capture the intricate details of the Elvish script. A certificate of authenticity accompanies this re-creation of The One Ring. (Consumer value $24.50.)

Box Front Cover Text


1. Present this card to cashier between 5/29/11 – 6/27/00.

2. At the cash register, you will be asked to provide your name, phone number and email address upon choosing the version you would like to pre-order..

3. Pay the $10.00 deposit toward purchase price of pre-order. Obtain receipt for verification.

4. Retain your receipt verifying your paid deposit. To obtain credit for the deposit, your receipt must be presented when picking up The Lord of the Rings Extended Edition Trilogy on Blu-ray.

5. Return to store where deposit was made between the street date of the movie and 14 days after street date. (Street dates are TBD and subject to change. Refer to http://www.bestbuy.com for up-to-date street date information.) Proceed to Customer Service with your deposit receipt. Pay existing balance due on any available version of The Lord of the Rings Extended Edition Trilogy on Blu-ray.

[Then is an image of the entire contents of the Trilogy boxset, and a note that it is available June 28.]

NOTE: This $10.00 deposit is toward the purchase price of any available version of The Lord of the Rings Extended Edition Trilogy on Blu-ray.Movie formats TBD and subject to change. All deposit certificates MUST be redeemed at Customer Service. Deposit certificate is not redeemable past the expiration date (14 days after street date). If not redeemed by the expiration date, the receipt may be refunded at Customer Service. No photocopies or facsimiles of receipt will be accepted. Release date subject to change. Redeemable only at Best Buy retail store location where deposit was placed. Offer is not valid with other discounts, special bonus or free offer, or promotions. Offer is for individuals; no dealers please. Offer expires 7/12/11. Any applicable taxes are the responsibility of the person redeeming the coupon. No cash or other substitutions, except that Best Buy reserves the right to substitute the offer with one of equal or greater value in the event the offer is unavailable for any reason. While supplies last. Good in U.S.A. only. Void where prohibited.

Box Back Cover Text

Blu-rayTM was made for a journey like this …

“Best movie of the decade.” – ENTERTAINMENT WEEKLY, December 11, 2009.

[This is followed by images of the Mûmakil, the Eye of Sauron, and the Witch King atop his Fell Beast. After that are details of The Lord of the Rings’ 17 Academy Awards, copyright information, and MPAA ratings.]

Blu-Ray Extended Edition Trilogy Boxset Contents

Description from WBShop.com:

The Quest Is Over: All 3 Extended versions in dazzling 1080p and DTS HD-MA 6.1 audio. Deluxe 15-disc set includes 9 special features DVDs with over 26 hours of spellbinding behind-the-moviemaking material including the rare Costa Botes documentaries.

THE LORD OF THE RINGS: THE FELLOWSHIP OF THE RING EXTENDED EDITION With the help of a courageous fellowship of friends and allies, Frodo embarks on a perilous mission to destroy the legendary One Ring.

THE LORD OF THE RINGS: THE TWO TOWERS EXTENDED EDITION In the middle chapter of this historic movie trilogy, the Fellowship is broken but its quest to destroy the One Ring continues.

THE LORD OF THE RINGS: THE RETURN OF THE KING EXTENDED EDITION The final battle for Middle-earth begins. Frodo and Sam, led by Gollum, continue their dangerous mission toward the fires of Mount Doom in order to destroy the One Ring.

Exclusive Bonus Photo Collection – This is a set of seven, 5″ x 7″ sepia-toned black-and-white studio photographs (not postcards or other kind of print cards) of characters in costume, taken by Pierre Vinet. He did multiple series of photographs for the Lord of the Rings trilogy, and his iconic photos have appeared in promotional materials and magazine articles, and perhaps also in books. This series includes costuming from Fellowship of the Ring: Strider/Aragorn, Arwen, Frodo, Samwise, Legolas, Galadriel, and Gandalf the Grey.

Stored in a white storage envelope that says: “The Lord of the Rings: The Motion Picture Trilogy. Exclusive Bonus Photo Collection. Studio portraits by The Lord of the Rings photographer Pierre Vinet.”

Press Release and Disc Description List.

Blu-ray Extended Edition Trilogy Paper Press Kit

Distributor’s Press Pack for Blu-ray LOTR Trilogy Extended Edition includes:

  • Cover letter
  • Press release packet (seven pages)
  • Sample boxset half-cover (folded size is 5.5″ x 7″; made of cardstock with gold foil print accents)

Cover Letter (one page, with color printing on color letterhead). The cover letter is dated June 13, 2011, and the letterhead features a full-color image of the entire15-disc Extended Edition Blu-ray set and packaging. The letter gives details on the release date, features, pricing, and contact information.

Information Packet (seven pages). “Finally, the Collection Everybody’s Been Waiting For!” The release date was set for June 28, 2011. The set included Extended versions of all three films on 15 discs, with over 26 hours of special features, including the Costa Botes documentaries (which previously appeared on the Limited Edition versions of The Lord of the Rings Trilogy).

Pages 1 and 2 give general details on the popularity of and critical acclaim for the Trilogy, and address the remastering for Blu-ray and describes many of the special features of the set.

Page 2 lists some licensees promoting the release with various kinds of merchandise: Games Workshop, Tonner Doll Company, Sideshow Collectibles, NECA, The Noble Collection, WETA, Pez Candy, Funko, Bioworld Merchandising, and WMS Gaming. It also gives a one-paragraph description of The Lord of the Rings: War in the North video game.

Pages 3-6 are About the Trilogy and the Films. This section includes a one-paragraph overview of the Trilogy and lists the main actors. It then gives a one-paragraph description of each individual film in the series, along with a table of contents for the movie and special features on each of the five discs covering each film. (The movies and commentaries are on two Blu-ray discs for each film, and the special features are on three regular DVDs.)

The rest of page 6 gives the order date (May 24, 2011) and release date (June 28, 2011), catalog number, and pricing ($119.98 SRP). The movies have a combined running time of 681 minutes and are rated PG-13. The page also gives website links for Warner Brothers Blu-rays, the official website, and the LOTR Trilogy Facebook page.

Page 7 has sections about Warner Home Video and Warner Bros. Interactive Entertainment, and publicity contact information.

Trilogy Slip Cover. The heavy cardstock sample with gold foil accent lettering is folded to the regular case size, and gives the back cover (5 x 7), along with top and bottom tabs (5 x 2.125), and front tab (5 x .5).

The Quest is Over: Possess the complete adventure in stunning Blu-ray clarity and sound! All 3 Extended Versions in dazzling 1080p and DTS-HD MA 6.1 Audio. Deluxe 15-disc set includes Special Features DVDs with over 26 hours [1560 minutes] of spellbinding behind-themoviemaking material, including the rare Costa Botes documentaries.

The back cover text gives a one-sentence summary of the plotline in each film, and then lists the Academy Awards for each film in the Trilogy:

  • FOTR (four) – Best Cinematography, Makeup, Score, and Visual Effects.
  • TTT (two) – Best Sound Editing and Visual Effects.
  • ROTK (11) – Best Picture, Director (Peter Jackson), Adapted Screenplay, Art Direction/Set Decoration, Costume Design, Editing, Makeup, Score, Original Song (Into the West), Sound Mixing, and Visual Effects.

It also notes that the free digital copy offer expires June 26, 2012.

Extended Edition Promotional Three-Night Event (June 14-21-28, 2011)

The official press release from Warner Bros. News Room: “The Lord Of The Rings” Trilogy Remastered Extended Edition Films Hit The Big Screen For Cinema Event Series Featuring Exclusive Introductions By Peter Jackson.

Blu-ray.com had a press release on the LOTR Extended Editions: 3-Night Theatrical Event with two paragraphs of text:

To celebrate the upcoming Blu-ray release of The Lord of the Rings Motion Picture Trilogy: Extended Edition 15-disc box set, Warner Bros. and Fathom Events are releasing the extended edition of all three films in select theaters for a special three-night event. Each film will also include a special introduction from Peter Jackson filmed on the set of The Hobbit. Tickets are limited and currently only available online.

The Fellowship of the Ring event will be held at participating theaters on June 14th at 7pm, followed by The Two Towers on June 21st at 7pm and The Return of the King on June 28th at 7pm. Visit FathomEvents.com to order tickets or view a list of hundreds of participating theaters across the country.

It also includes a LOTR Blu-ray Trilogy trailer (approximately two minutes) with Blu-ray features. It is very similar to the official LOTR website trailer (still posted as of September 2012) but it gives a few details on the dates of the three-night event and also gives a few details at the end advertising the June 28, 2011, release of the Blu-ray Trilogy Extended Edition.

Fathom Events issued a poster that apparently was only available to the theatres in which the Trilogy was shown. It has only shown up on eBay auction a few times. Text and artwork:

  • Top Third. Title – The Lord of the Rings: The Motion Picture Trilogy. Extended Edition, 3-Night Theatrical Event. “See them like they are meant to be seen – on the big screen!” Artwork – There is a bar of iconic images of key characters, in profile: Arwen, Gandalf the White, Aragorn with Andúril, Frodo, and Sam.
  • Middle Third. Each Extended Edition in select movie theatres for only one night, with special introduction by director Peter Jackson. The Lord of the Rings: The Fellowship of the Ring, Extended Edition, June 14. The Lord of the Rings: The Two Towers, Extended Edition, June 21. The Lord of the Rings: The Return of the king, Extended Edition, June 28.
  • Bottom Third. Go to FathomEvents.Com for participating theatres and ticket information. Own it on Blu-ray June 28. (Artwork also includes an image of the full Blu-ray Extended Edition box set. Text also includes key credits for each film.)

Blu-ray Extended Edition ~ Individual Movies Release (August 28, 2012)

All three LOTR movies were released in individual Extended Edition five-disc sets (2 Blu-rays of the film plus commentaries, split into two parts; 3 DVDs of special features; and UltraViolet digital access code, redeemable by 3/13/2014). The release date was August 28, 2012, and this marked the first time the individual films were made available on Blu-ray apart from purchasing the entire LOTR Trilogy as a boxset.

To my knowledge, no press kits were released to retailers for this new addition to the set of LOTR media versions. There were a number of press releases, previews, and news articles. A sampling of press releases from June 25, 2012.

“The Lord of the Rings Motion Picture Trilogy: Extended Edition” Debuts on August 28 from Warner Home Video (Warner Bros. News Room)

Individual Blu-rays for The Lord of the Rings Extended Editions (blu-ray.com)

‘The Lord of the Rings’ Extended Editions Journey to BD [Blu-ray Disc] (Home Media Magazine)