'Rings' Plan: Grab Geeks So Masses Will Follow Though pleasing the hard-core Tolkien fans is important, their potential impact on the film's success is only initial. But even the mainstream marketing push carries a whiff of religious conversion. The film's official Web site — www.lordoftherings.net — looks innocent enough. Its home page is designed to introduce the story and movie to curious know-nothings. As as one delves deeper into the site, however, the details of Tolkiencraft pile up, by design.
"People click down into the site, and before they know it," Paddison said, "they turn geek."