Hobbit provides precious sampling opportunity for publisher

Book publisher Random House is to sample two of its fantasy titles in the foyers of cinemas showing new film franchise The Hobbit: An Unexpected Journey.

Random House will give away copies of teen fantasy novels at screenings of The Hobbit.

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here