Frodo Lives! text 'Frodo Lives!' was displayed in large letters with a moving border. The term first became popular because of an increase in the availability and number of readers of the novel (which, up until that point, had been subject to rather mixed reviews) following release of the Ballantine Books paperback edition. While no longer as pervasive as it once was, the term continues to appear regularly in newspaper articles and popular culture related to Tolkien's stories. Frodo Lives! "Frodo Lives!" was a popular counterculture slogan in the 1960s and 1970s, referring to the character Frodo Baggins from J. R. R.
What Time Is Love? sound-alikes, entitled "The "What Time Is Love?" Story". "What Time Is Love?"'s European acclaim also contributed towards The KLF's change of musical direction following their abortive film project, "The White Room". As Drummond had predicted, the "Pure Trance" release received little attention from the music press. However, upon the release of "The "What Time Is Love?" Story", "Q Magazine" hailed the track as "a whirling house stomper ... not so much of a tune but a good beat". A 1990 version subtitled "Live at Trancentral" was the first of The KLF's upbeat "Stadium House Trilogy" and the single that introduced