New Line Cinema has started promoting His Dark Materials: The Golden Compass early. I guess they want to avoid the problem Eragon is currently facing, namely that when its trailers plays everyone goes “huh?”

To make sure the world is ready for Dark Materials, New Line has launched the movie’s official site. They’re not doing it halfway either, this isn’t a single-image teaser site with the words “Coming Soon” where all the content should be. The website is actually pretty informative, and includes enough information to give non-fans a window into what the Golden Compass’s alternate world is all about.

On the page you’ll also find concept art (like the picture to your right), and some of the first officially stills we’ve seen of actors in costume and character for the film. Visit it now by clicking here.