As a J.R.R. Tolkien nerd fan, I’ve been awaiting the release of The Hobbit: An Unexpected Journey, now in theaters, and the chance to revisit director Peter Jackson’s film version of Middle Earth since The Lord of the Rings trilogy concluded in 2004. I first read Tolkien’s The Hobbit when I was a child, and after returning to the novel in high school for an assignment, I read and enjoyed The Lord of the Rings trilogy and subsequently watched and liked the films. I finally got the opportunity to take a step back into Tolkien’s fantasy world when I saw the film this past weekend.

I enjoyed seeing the novel come to life on the big screen and have been enjoying seeing it come to life in various Hobbit-themed travel attractions created in honor of the movie. Both The Hobbit and The Lord of the Rings trilogies were filmed exclusively in New Zealand, and several fans have flocked to the country to visit the locations where the blockbuster was filmed. A 2004 government-backed story reported six percent of New Zealand’s visitors cited The Lord of the Rings as one of the main reasons for coming. Tourism New Zealand — with a new slogan “100% Middle Earth, 100% New Zealand” — spent $10 million to promote the country’s connection to The Hobbit and draw in visitors. Several other places created new trips and tours offering fans the chance to physically visit Jackson’s rendition of Middle Earth.

As reported on Global Traveler’s website last week, Air New Zealand transformed a Boeing 777-300ER into a “flying billboard” for the film. The airline covered the length of the plane with a decal displaying images of several characters. The airline also created a special in-flight safety video, called An Unexpected Briefing, featuring character lookalikes and flight attendants with pointy ears giving safety instructions. Visitors arriving at Wellington airport (WLG) also find themselves in Jackson’s Middle Earth, with a huge sculpture of Gollum catching fish in the main terminal.

[youtube]http://www.youtube.com/watch?v=cBlRbrB_Gnc[/youtube] 

Fans can even visit the Shire now and check out hobbit holes. The set on the 1,250-acre sheep and cattle farm in Matamata was preserved, and visitors can take a 105-minute Hobbiton Movie Set Tour, costing $63 (U.S.) and featuring a stop at the Green Dragon, a recreation of Frodo Baggins’ favorite pub. “There’ll be something new here every year,” according to the farm’s owner, Ian Alexander. 

If you’re a Tolkien fan and interested in reading more about Hobbit-themed attractions or planning a New Zealand Hobbit tour, check out more coverage here.

— Monique Barrett, advertising and editorial coordinator