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All good things must come to an end. Air New Zealand is concluding its three-year tie up with The Hobbit film trilogy with "The Most Epic Safety Video Ever Made".
The in-flight safety video, launched today, is following in the (hairy) footsteps of its predecessors and has been posted to YouTube, where over time it will almost certainly get more attention than on-board the carrier's aircraft.
The production values of the video are indeed epic - it features cast members Elijah Wood, Dean O’Gorman, and Sylvester McCoy, with cameos from The Hobbit Trilogy director himself, Sir Peter Jackson.
It was shot over six days, using the same New Zealand locations familiar to fans of the films.
Air New Zealand has made the most of its deal with The Hobbit movie since the tie-up was announced in July 2012.
The airline has used the association in a number of ways, included distinctive liveries on its 777s, online content initiatives and positioning itself as the official airline of Middle-earth.
In 2012, it produced its first Hobbit-themed safety video - An Unexpected Briefing (2012) – which attracted more than 12 million global online views.
As well as hobbits, Air New Zealand has also worked with TV explorer Bear Grylls, comedy actress Betty White and fitness guru Richard Williams on social-media-friendly safety videos. The videos in total have been viewed more than 30 million times.
The final Hobbit film, The Hobbit: The Battle of the Five Armies, will be released this December.