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Can Middle-earth survive the commercialization of Tolkien? - Page 2
© Michael Martinez
Page 2
Aug 27, 1999
Our society today consumes all manner of things, including intellectual and emotional stimulation. Hollywood plays only a small part in providing the stimuli we seek to make our lives more exciting and interesting. Tolkien played only a small part in that process himself. But now with the advent of the Internet, PCs in many homes throughout the industrial "First World", and the high-production facilities which enable film-makers to distribute their productions worldwide in a matter of weeks, the world is threatened with an almost instant glut of stimulation on any one topic that becomes "hot".
And today Tolkien is "hot". Very hot. Peter Jackson, the New Zealand film maker, can't bring his three-movie project based on The Lord of the Rings out fast enough. Yes, Zaentz is still behind the deal, controlling the rights, but now the contracts have been signed, the money has been paid out, and the project is rolling. Zaentz' company will doubtless sell more licenses, but a new phase of commercialization is due to begin within another year. Probably marketing executives and agents are discussing proposals and ideas around the world as you read this column.
There will not only be the official Tolkien-related merchandise, there will be the knockoff and competitor merchandise. How can there not be? What toy company, having missed out on a chance to issue it's own Frodo doll, won't be looking into the possibility of marketing a "Halfling" or "Snuggling" line of action figures? How many film companies aren't considering the idea of producing a LOTR-like movie to help satisfy the almost inevitable craving for more which audiences are bound to come out of the theaters with?
Jackson's films will indeed ignite viewer demand for more, more, more. He's incorporating new technology (which, probably, will be outdated or passe by the time the films are released) in the production and plans to create a visual spectacle that threatens to overwhelm audience passions about the story. Anyone who has viewed Hercules: The Legendary Journeys and Xena: Warrior Princess knows what lush and pristine landscapes New Zealand can provide. Jackson's films are not likely to bring the audience to the world of Middle-earth, but it will almost be an IMAX-like experience the first time people step into the theater.
Already fans are dreading the inevitable marketing campaigns. I rather enjoyed the commercials produced by a major conglomerate for three of its subsidiary companies in conjunction with "Star Wars: Episode I, The Phantom Menace". Seeing familiar characters from past commercials take on Lucas' batlledroids amused me, and I thought it was an interesting metaphor about the clash of marketing forces. Who had the real conrol, Lucas or the merchandiser he'd sold the rights to? Nonetheless, these ad campaigns have been heralded in online fandom with ridicule, remorse, and intensive criticism of the marketing plans which produced them.
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The copyright of the article Can Middle-earth survive the commercialization of Tolkien? - Page 2 in J.R.R. Tolkien is owned by Douglas Charles Rapier. Permission to republish Can Middle-earth survive the commercialization of Tolkien? - Page 2 in print or online must be granted by the author in writing.
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