At Sunday night's Academy Awards, when the opened envelop revealed that "The Lord of the Rings: The Return of the King" had just won adapted screenplay -- its ninth award of the evening -- New Line Cinema's Rolf Mittweg, president and chief operating officer of worldwide marketing and distribution, and Russell Schwartz, president of domestic theatrical marketing, knew that was the defining moment. "We just looked at each other incredulously," Schwartz says. [More]