An ad in a Toronto subway for the new Lord of the Rings musical distributes a free ringtone from the musical to those passing by who activate their bluetooth or infrared device and successfully point it at the Elvish Bluetooth Relic, writes Jon Hung on the Nuosis blog (via Adrants and MediaBuyerPlanner). Those people who are unsuccessful at pointing their Bluetooth at the correct spot just hear a bunch of troll moans and groans.