Christian publishers are gearing up to supply fans of fantasy author J.R.R. Tolkien with movie tie-in titles ahead of the much-anticipated December theatrical release of Peter Jackson’s The Hobbit: An Unexpected Journey.

Based on Tolkien’s book The Hobbit—a prequel of sorts to his trilogy, “The Lord of the Rings”—the movie will follow the quest of Bilbo Baggins as he finds a mysterious ring and learns a thing or two about good and evil.

“Tolkien fans will be looking … for further insight into the book that inspired the movie,” said Beth Hood-Fromm, owner and chief publicist with OMG Publicity, which is promoting Abingdon Press’ The Christian World of The Hobbit (October).

Julie Backman, associate publicity manager at Abingdon, said the book will be advertised with various marketing groups and will be carried by major bookstore chains.

Abingdon also distributed advance reader copies to booksellers and librarians at Book Expo America in June and the International Christian Retail Show in July.

“Initial pre-orders are healthy,” Backman said.

Barbour Publishing released A Hobbit Devotional in September.

Shalyn Sattler, director of trade marketing at Barbour, said this is the first time the company has released any titles that tie in with films such as Tolkien’s The Fellowship of the Ring or C.S. Lewis’ The Lion, the Witch and the Wardrobe.

“There is a huge fan base for all things “Lord of the Rings” and J.R.R. Tolkien, and the upcoming movie has helped to build excitement and create interest in Hobbit-related products,” said Sattler, noting that Barbour is seeing “steady” sales, but expects an increase closer to the holidays.

Barbour is tapping into social media, the Web and marketing groups to promote the devotional book.

Barnabas Piper, audience development manager, spiritual growth at Moody Publishers, said On the Shoulders of Hobbits (October) could have been released in the spring, but the company delayed publication because of the late-2012 movie release. It’s a “natural marketing connection” he said.

Written by a professor of English and Scholar in Residence at Houston Baptist University, On the Shoulder of Hobbits is about virtue and reality and good and evil, Piper said, noting he expects the book to have a long shelf life, as the story of The Hobbit will be told in three parts over a few years.

Along with the usual retail channels, Moody is reaching out to Tolkien and Lewis societies as well as the homeschool community and classical Christian education schools and organizations.

Baker Book House in Grand Rapids, Mich., plans to sell all of the major Hobbit-related titles this fall.

“What a great time to sell Hobbit books with the movie coming out,” said Sue Smith, the store’s manager, adding that The Hobbit has much to teach “about God and our Christian walk.”

However, not everyone is enthusiastic about some of the forthcoming tie-in books. Rick Lewis, co-owner of Logos of Dallas, said he only plans to carry Matthew Dickerson’s A Hobbit Journey (September, Brazos Press/Baker Publishing Group).

“I am a great believer in reading the primary book,” Lewis said, “Tolkien is pretty straightforward in his tale. When I consider the value of time, I don't see reading these ancillary titles.”

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