The third and final Hobbit film is out this Christmas, so this represents New Zealand's last chance to milk the publicity for all its worth.
To the credit of Air New Zealand - somehow the official airline of Middle Earth (we thought that was the Eagles) - they've done a pretty good job of it.
What is labelled as the 'most epic safety video ever made' is actually quite great, featuring dwarves stowing gold under the seat in front of them, horse riders fastening their seatbelts, and orcs and elves aplenty, not to mention cameos from Elijah Wood, Sylvester McCoy and Peter Jackson.
The Hobbit: The Battle of the Five Armies is out in December.
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