From: The New York Post on-line

Hobbit-forming

WHILE New Line Cinema hits like "Austin Powers" could hardly be described as advancing the cause of teen literacy, the studio does want to get kids reading books - particularly J.R.R. Tolkien's epic "Lord of the Rings" series. New Line is joining with the American Library Association for a big "Teen Read Week" promotion this fall, with the emphasis on fantasy literature and the slogan, "Make reading a hobbit." Of course, it's no coincidence that the studio has bet the farm on its Tolkien trilogy, the first of which, "The Fellowship of the Ring," opens worldwide Dec. 19.

Thanks to Inkling II for the tip!