Variety has posted an article on the marketing side of New Line’s upcoming adaptation of the Golden Compass. $50 million has been committed to marketing via blue chip brands alone, not to mention merchandise contracts. The studio estimates that these promotion efforts, which exceed those for Lord of the Rings, will be worth $120 million. ‘”It’s definitely the most important property we’ve had since ‘Lord of the Rings,'” said Rolf Mittweg, New Line’s proxy and chief operating officer of worldwide distribution and marketing.’ Expect to see these branded items outside America and the United Kingdom as well. Branded Coke cups will be seen worldwide, and Toyota will launch its Noah minivan under the name in Japan. Read more.