Tintin and More Tintin

Popular comic book figure Tintin first made his appearance in 1929 in Belgium - it's taken 80 years for the intrepid character to make his Hollywood debut. The Adventures of Tintin, which opened on Sunday in Belgium and opens on Oct. 28 in Sweden at SF Bio theaters throughout the country, is a bonanza for Tintin fans.

Bonnier Carlsen, publisher of the Tintin books in Sweden, is doing its part to give fans a chance to express themselves with an unusual initiative: a blog relay, wherein bloggers take turns writing about the character, passing the baton off to one another from post to post. "We have been working with bloggers in different ways for a long time," says Tove Kullenberg, responsible for the initiative at Bonnier Carlsen. "This time we wanted to try something new. I was inspired by the Norwegian book publisher Cappelen Damm, which has organized 'blog tours' that use a similar concept."

The idea was to inspire bloggers to write about the same book, or in this case the character Tintin. "The bloggers are sticking to writing about the two Tintin series that are the basis for the new film, but other than that they have a free hand to write what they want," says Kullenberg.

The range of culture and literature bloggers, picked by Kullenberg and information  assistant Marie Jungsand, each get a date to write on. Each blog post is being pushed out in Bonnier Carlsen's various channels - the company's website, blog and on Facebook. The exposure will hopefully get new readers for the bloggers, while giving Bonnier Carlsen new interesting content on its site. "Plus we get a new interesting perspective on our books," says Kullenberg.

The relay started on Oct. 25 and will run weekdays until Nov. 2 - you can follow along at the Bonnier Carlsen blog here.