Hit elf and safety video inspired by The Hobbit

A video released by a New Zealand airline to help promote passenger safety on-board its aircraft has racked up nearly 10 million YouTube hits online - thanks to its Hobbit-inspired theme.

Featuring a brief cameo appearance by legendary director Sir Peter Jackson, air hostesses run the adventure-themed video and advise passengers dressed in fantasy attire from the film.

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World premiere of The Hobbit

New Zealand's capital city Wellington is preparing itself for the world premiere of The Hobbit: An Unexpected Journey. The movie is director Peter Jackson's first film in a new triliogy based on the stories of J.R.R. Tolkien.