In Australia, Land Rover is having a promotion from August 6: If you purchase a Land Rover with a an inbuilt DVD player, you get a bonus Lord of the Rings DVD. Land Rover are also the official car sponsors of the Lord of the Rings movies. This follows on the heels of the partnership announced between Kia and New Line to promote the Kia Sorrento SUV [See here]. Thanks to FrodoFan1.

Given Tolkien’s hatred of cars and what they do to the environment, it’s a mercy he didn’t live to see his work used to promote these. Yrch!