Amazon Studios subtly revealed their marketing plan for the upcoming Lord of the Rings TV show in plain sight, with the (very) limited information they've provided fans with so far. Wanting to pursue their own version of Game of Thrones, Amazon started developing a Lord of the Rings TV show in late 2017. It's supposed to take place before J.R.R. Tolkien's Lord of the Rings books and was originally rumored to focus on a young Aragorn. However, that doesn't seem to be the case.
While they've refrained from sharing any official information on the characters, story, or setting of the new Lord of the Rings series, Amazon recently kicked off the show's marketing by revealing an empty map of Middle-earth. And every few days, they've tweeted out new versions of the map - each time filling it with new details - along with new lines of the Ring Verse (aka the Rings of Power epigraph). At first, there didn't seem to be any reason for when Amazon updated the Middle-earth map, but upon closer inspection, it looks like they revealed their plan at the start.
Amazon first revealed the Middle-earth map for their Lord of the Rings series on February 15, with updates arriving on February 18, February 25, and March 6 - three, seven, and nine days later, respectively. On February 15, the tweet quoted, "Three Rings for the Elven-kings under the sky," with "Seven for the Dwarf-lords..." on February 18 and "Nine for Mortal Men..." on February 25. Each quote begins with a number that reveals how long fans would have to wait for the next update. Update: On March 7, Amazon confirmed the Lord of the Rings series takes place during the Second Age.
The March 6 update for the Lord of the Rings map completed the first portion of the Ring Verse by quoting, "One for the Dark Lord on his dark throne, In the Land of Mordor where the Shadows lie." With the number being one, it's certainly possible that there could be an announcement or at least a major update on March 7. This would fall in line with the current pattern of updates from Amazon Studios. Given that the series is still in the early stages of development, fans could expect a story or setting update, but most likely not casting or anything along those lines.
Even if nothing happens on March 7, Amazon's marketing for the Lord of the Rings TV show is already off to a great (and interesting) start. Tolkien's universe is vast and can become unwieldy, but a structured marketing plan built off the Ring Verse can heighten the excitement for what had started out as a controversial idea.