Costumed staff will be handing out free copies of The Spook’s Apprentice, the first edition of the Wardstone Chronicle’s series by Joseph Delany together with Eragon, the first edition of the Inheritance cycle series by Christopher Paolini, to cinema-goers.
The books target 12 year-olds and the publisher believes The Hobbit will provide the perfect target audience.
The sampling will take place across a small number of cinemas in major conurbations across the country on Saturday (December 15), including Vue’s Westfield and Stratford Westfield cinemas.
Random House is partnering with sales DCM for the initiative. In July the publisher distributed free copies of The Ranger’s Apprentice: The Ruins of Gorlan by John Flanagan at screenings of Harry Potter and the Deathly Hallows Part 2.
The Hobbit is the first in a trilogy of films directed by Lord of the Rings film-maker Peter Jackson, and is released in the UK tonight (13 December) and is expected to kick start a blockbusting franchise.
Brands such as Ford and Twentieth Century Fox have booked ads against the film.