Not sure whether this is happening in other countries or not, but I've just seen a Mastercard ad on TV, advertising a competition where the winner receives two tickets to the Aussie Premiere of FOTR. Strangely, the ad had some snippets of footage I'd never seen before, notably a clip of Frodo being surprised by some sort of monster that I hadn't seen before. It was actually quite a clever ad - the usual Mastercard "Priceless" thing, but involving the FOTR characters.