Most Kiwis unswayed by Hobbit hype - survey
A still from 'The Hobbit: An Unexpected Journey', which has its world premiere in Wellington on Wednesday (AAP)
While Hobbit hype heats up ahead of the world premiere in Wellington of Sir Peter Jackson's latest blockbuster, a new survey suggests most New Zealanders aren't getting carried away.
Despite massive media coverage and marketing for The Hobbit: An Unexpected Journey, UMR's latest nationwide Omnibus survey found only 18 percent of New Zealanders confessing to have been closely following the build-up to the movie.
That ranks it only 108th out of the 112 news stories UMR has tracked interest in so far this year.
The apparent indifference doesn't translate to New Zealanders' expectations of the first of the Hobbit trilogy being another commercial success for director Jackson.
The survey showed 84 percent of New Zealanders expect it will be successful at the box office, including 64 percent who believe it will be a major success.
Fifteen percent are unsure whether it will be a success or failure and only one percent expect it to flop.
Jackson's fellow Wellingtonians are among the most optimistic, with 70 percent tipping major success.
The survey over the past five days had a nationally representative sample of 750 New Zealanders 18 years and over.