'Hobbit' producers try to maximize audience with a variety of viewing formats.

The issue isn't "Hobbit" action figures and merchandise, but intangible uses like a Hobbit ringtone.

Peter Jackson wrote and directed the "Lord of the Rings" trilogy. And he had been preparing the world for his two movies based on their prequel — "The Hobbit." And suddenly, a third movie has emerged. Jackson says you just can't do it in two.