<P>Much more than a successful film trilogy, <i>Lord of the Rings</i> has become an unparalleled media phenomenon. Through its impact on regional as well as global industries, and stretching from a British origin over Hollywood to a New Zealand appropriation it has challenged our thinking about the commercial contexts of popular culture. <i>Lord of the Rings: Popular Culture in Global Context</i> brings together leading scholars in the fields of media and film studies to explore the various strategies and implications underlying the global presence of <i>Lord of the Rings</i>. Chapters address how the trilogy has been planned and received as a media business; how it was received by critics and fans, and how spin-offs, franchises, associated media, and indeed the text itself have been affected by its success and appeal. The book covers different national contexts and presents a lively and diverse combination of textual, historical and empirical study.</P>