In the collaborative online world, users can tour the Shire, solve riddles in Rivendell and feast on manflesh in battle
Google and Warner Bros. Pictures have created a Chrome Experiment that maps out and provides a guide to the world of the Hobbit.
How advances in tech are changing the movie going experience, as written on IQ for Intel.
Tying in with The Unexpected Journey movie release, the airline has revamped its standard video with a Middle-earth theme.
The family diner has partnered with Warner Bros. Pictures to introduce 11 new menu items inspired by Tolkien's epic adventure.
The notebooks are due to be released to accompany the upcoming film in December and feature images of the Lonely Mountain and Mirkwood.
Theaters haven't changed their playback technology since the 1920s; new film will force them to upgrade their projection hardware.