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Here's a literary (by Hollywood standards) twist on the usual blockbuster movie tie-in:
Ramping up to the Dec. 17 release of The Lord of the Rings: The Fellowship of the Ring, New Line Cinema invites students at selected middle and high schools in New York City, San Francisco, Chicago, and Washington, DC to enter an essay contest on the theme of Gandalf's statement, "All you have to do is decide what to do with the time that is given to you."
A grand-prize winner from each city will receive a package of movie-related gear and a private screening, and New Line will award each city a $10,000 grant toward the purchase of books for public school libraries.