After the theme park launch, the armies of Disney marketers have now set their sights on a coming blockbuster movie, The Chronicles of Narnia: The Lion, the Witch and the Wardrobe, based on C.S. Lewis' first in a series of seven books. A 10-minute trailer of the fantasy was premiered this week - for some lucky reason Hong Kong was the first place in the world to see it.

Disney hopes this franchise, destined to be one of the priciest ever, will surpass both Harry Potter and Lord of The Rings in popularity. Indeed, Lewis was a contemporary of J.R.R. Tolkien and the same New Zealand special effects team that worked on Rings is putting the magic to Narnia.

A PR rep boasts: 'Narnia has many times more visual effects and fantastical sets and designs than even Lord of the Rings. It will be suitable for all ages and its morality tale of good vs evil should have mass appeal.'