Farmers want a piece of the Hobbit action
The set of the film The Hobbit near the town of Matamata (AAP)
Sheep farmers hope to get their own gains from Hobbit mania – increased international demand for all things kiwi.
Federated Farmers spokeswoman Jeanette Maxwell says there's a big marketing opportunity off the back of today's world premiere.
"Not everyone will be able to afford a trip to New Zealand but they can experience New Zealand by what they eat or wear, including wool," she said.
But there's one aspect of the premiere Ms Maxwell isn't happy about.
The red carpet is synthetic.
"It seems a lost opportunity, given the flock of international media here."