Wellington infected by 'Middle-earth mania'
By Rachel Tiffen
It's five days until the premiere of Sir Peter Jackson's The Hobbit: An Unexpected Journey, and Middle-earth mania is infecting the capital.
From the moment you touch down, it's Hobbits, Dwarves, wizards and Trolls, with Goblins and Wargs to boot.
The latest attraction is a city-meets-Middle-earth backdrop for the red carpet. Clemenger BBDO is the company responsible, and Wellington managing director Andrew Holt says they’re happy to be part of the action.
“All the attention will be rightly that way on the movie, but hopefully it will add a bit to the city on that night. It's a great opportunity for the eyes of the world to be on Wellington, so it was nice to give them something else to look at,” he says.
And from tomorrow there will be even more to look at by the waterfront, with the opening of a special Hobbit artisan market.
But not everyone's feeling the buzz – New York Times business blogger Charles Anderson reckons it's over the top.
- READ MORE: NZ Hobbit promotion ‘over the top’
Either way, Middle Earth has well and truly landed.