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PJ filmed a short 30 minute film showing all the sketches and models and miniatures that he had created out of his own money and put them all together in a coherrant manner. He pitched the idea of making the films to many film production companies and was rejected (Happened to Lucas too) and finally Miramax (I think) said "Let's do this". A year later Miramax said "Get the fuck out of my office" and PJ was back at pitching his idea only now he had a years worth of material he could use, New Line saw this and said what junglistic mentioned "2 Films? There are three books, make three films" and the rest is history.
My details may be a little sketchy.
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