From TORn Staffer and FAQ supremo Pippin Took:

I went to my local Carmike theater tonight to see a movie, and LOTR was featured not once, but twice, in the slide show that is presented before the previews begin (you know, the one that has various ads, movie facts and trivia, etc.). One “Movie Trivia” screen said (and I’m paraphrasing from memory here), “Andalusians, the breed of horses that are used as models for carousels, appear prominently in THE LORD OF THE RINGS.” Another said, “Location scouting for THE LORD OF THE RINGS began a whole year before the start of filming.” You know the movie release is getting close when the advertisers take it for granted that the general viewing public know what “Lord of the Rings” is without any need for explanation.