Empire magazine is launching its biggest marketing campaign in seven years to promote a special edition dedicated to hotly anticipated film The Hobbit.
The movie magazine's December issue will be published with five lenticular covers picked by The Hobbit director Peter Jackson and will include an entire feature section on the film with on location interviews with the cast and character portfolios.
Publisher Bauer Media has planned an extensive brand marketing campaign to promote the special issue, including advertising on TV, radio, the London Underground and a 3D TV advertising space in Covent Garden.
It will be Empire's biggest campaign since its breathing Darth Vader cover in 2005.
Editor Mark Dinning said: "It's been nearly 10 years since film fans were last able to enjoy the magic of Middle-earth, which makes this Christmas's The Hobbit: An Unexpected Journey the most anticipated movie of the year by a mile. With Peter Jackson once again in the director's chair, and with this movie the start of a brand new trilogy, we could not be more excited to be re-entering a world that we all fell in love with almost a decade ago and because of that we have dedicated an entire issue – and five covers – to celebrating this milestone moment for movie fans.
"From the set to the edit we have interviewed Jackson and all of his key cast and crew to bring readers the definitive, world-exclusive story on this epic new adventure."