The new Two Towers cover is the most contentious. We are treated to a picture involving Isengard in the foreground and Barad-Dur in the background. Let’s ignore the fact that the two towers are not that close and one cannot be seen from the other without the aid of a palantir. Tolkien never stated which two towers he was referring to by this title. It could be Isengard and Barad-Dur or it could be Cirith Ungol where Frodo faces off with Shelob. It could be Minas Morgul and Minas Tirith.

This is where we see how important cover images are. They inform the reader about certain elements of the story. If a character is portrayed on the cover, then when someone reads the book they automatically imagine that image as representing the character in the narrative. This is doubly dangerous is the two do not match. In short, in the reader’s imagination it ensures the movie’s vision of the story invades the reader’s imagination.

The economic argument is sound from the point of view of both the studio and the publisher. Products with scenes and characters from the Hobbit on it will sell. People will want to collect mugs, action figures, toys, games, playing cards and yes, even the books. Moreover, as Morgan Spurlock’s documentary, The Greatest Movie Ever Sold points out, any movie that can create tie ins and merchandise will do so. There is a symbiotic relationship between studios and their sponsor companies. Sponsor companies will not simply action the financial transferal of credit to the studio without getting something in return. Their products cannot appear in the film. Bilbo will not be filmed wearing Nike shoes (hobbits don't wear shoes for one), so they can get money by paying for the right to have tie in products. This includes HarperCollins who are likely to be the biggest beneficiaries of the merchandise rush.

Money and merchandising, however, are contrary to Tolkien’s own opinions on how life should be led. In many ways the Shire is his utopia. It is a simple place based on the Cotswolds west of his Oxford home. A place of rolling hills, small woods and cottages made of golden stone. It is a relaxed, peaceful place where hobbits enjoy good food, ale, dances, singsongs and smoking pipes. His primary concern was the encroachment of the industrial revolution. During his childhood he saw the urban creep of Birmingham as it gobbled field after field. He did not live long enough to see the second creeping effect on society, that of advertising, merchandising and money. It is wrong to put words in his mouth, but it’s a good bet to believe he would not have been happy by this.

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