Coupon books are so Middle Ages. But Web-based loyalty programs, now that's Middle-Earth. At least New Line Cinema thinks so. The studio's home entertainment division this year ditched the traditional coupon book-which it used for the home-video release of the first film in The Lord of the Rings trilogy-and went with an interactive Web site to market "The Two Towers" DVD.

Adventure Cards, each containing a PIN to Web address lotradventure.com, will be packed inside 12 million two-disc DVD and single VHS copies of "The Lord of the Rings: The Two Towers." At the site, the main partners (Dr Pepper/Seven Up Cos., Air New Zealand, Chrysler, Duracell and Verizon Wireless) offer various sweepstakes, discounts and other offers. Among 10 licensing partners participating in the promotion are EA Games, Houghton Mifflin and The Noble Collection.