Gordon Paddison has written more than a few pages in the history of online buzz. In just 18 months, The “Lord of the Rings” franchise has grossed more than $1.6 Billion worldwide at the box office and if the momentum continues for the third installment — “Return of the King” with a Christmas release — this trilogy could gross more than $ 2.5 Billion. According to theater exit polls, more than 45% of the opening weekend audience said they learned about the first “Lord of the Rings” movie from Web promotions. [More] [Nothing to do with sites like TORN of course, it was all Gordon. Natch! - Tehanu]

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