‘The Hobbit’ Trailer Wins Social Media

Hey, did you know that September 22nd of each year is designated “Hobbit Day” and that this week is officially “Tolkien Week?” Consider yourself informed! And now for a gratuitous viewing of the latest trailer for Peter Jackson’s upcoming film “The Hobbit: An Unexpected Journey.”

To be honest, we mostly put this post up so readers can check out the excellent trailer, marvel at the pitch-perfect casting of Martin Freeman as Bilbo Baggins, and get even more excited about the movie–but we’d like to ask a few PR questions while we’re at it:

The first “Hobbit” trailer debuted on Facebook waaaay back in December, and it made us wonder about the most effective ways to spread news about such projects in a media world increasingly dominated by social. Now that Peter Jackson has announced that the two-part film will be a trilogy and that the first chapter will hit theaters on December 14, 2012, we expect Warner Bros. to drop little “Hobbit”-related tidbits across social media channels for the next three months–and we are ready to eat it all up.

A question for PR pros who work in entertainment: How can publicists get the most possible attention (and revenue) for a big-name property like this one? Of course press teams want to blanket all media with branded content, but which venues are truly most important? Everyone knows the Tolkien brand at this point, but do you reach audiences that might not be interested at first?