A very sick Xoanon here, (cough)
I recieved this on good authority from sources at Houghton Mifflin, the dudes who made the TV ad.
The ad has nothing directly to do with promoting the film in any way, nor did it use funds provided by anyone connected with the films. It was produced by
Houghton Mifflin Company (US publishers of the works of Tolkien for over 60 years) in association with Ballantine Books (US publishers of the mass market
editions) to promote Tolkien generally, and to promote the new, first time available in the US one-volume trade paperback we at Houghton have just released. The ad (for the moment) runs this week only on FX and the Sci-Fi network during The X-Files and Star Trek reruns.
My spy over at Houghton Mifflin tells me that he’ll have more for me in days to come!