Book Of NZ Opens In Tinseltown

They've arrived!
Sir Peter Jackson and the cast of The Hobbit marked their arrival in Hollywood yesterday, by unveiling a giant pop-up book featuring scenes and sets from the new film The Hobbit: The Desolation of Smaug.
The giant installation, set up at the swanky Beverly Hills Hotel, is the size of two tennis courts (!!!) and features actual set pieces used in the film. It's an innovative walk-through, multi-media installation which brings the kiwi visitor experience to life. Hollywood used to lavish publicity promotions, but locals say they've never seen anything like this!
The Hobbit: The Desolation of Smaug premieres tonight in Los Angeles. The book itself will remain on-site for five days for media interviews, before opening to the public.
The book, part of Tourism NZ's Middle Earth campaign, was made in NZ by The Hobbit's art department, and took two weeks to install in Los Angeles (delayed somewhat by the stay of US Prez Obama at the same hotel). Tourism NZ expects a solid return on the investment, forecasting a $10 return on every dollar spent.

...thanks to Stuff.co.nz

The US market is a key focus for the Middle Earth campaign, which launched last year alongside the release of the first Hobbit film. Since then, US visitor numbers have increased 19% on the same period last year. A survey also found more than 8% of all international visitors say The Hobbit sparked their interest in our country as a destination.
+ ...meanwhile Smaug has taken to the skies! An AirNZ 777-300 sporting a 54m image of the dragon arrives in LA today, in time for the premiere. And over the weekend, a giant eagle from The Hobbit was unveiled in the Wellington Airport terminal, alongside the character Gollum which was put up a year ago for the first premiere.
+ The Hobbit: The Desolation of Smaug opens in NZ on 12 Dec.!