Forget advertising your movie on the side of a bus – if you really want to attract attention, slap a poster on a jumbo jet…
Ahead of the red-carpet premiere of The Hobbit: An Unexpected Journey, the cast and crew have been flying in to New Zealand's Wellington International Airport on a special Hobbit-themed Boeing 777-300, and the final plane-load of actors has just touched down.
Former Doctor Who star Sylvester McCoy, who plays the wizard Radagast, and four of the film’s 13 dwarves were among the last of the fantasy epic’s cast to jet in on the specially-adorned jumbo.
And after the fasten seatbelts signs had been turned off, they were greeted on the tarmac by Peter Jackson, Martin Freeman, Richard Armitage and the rest of the film's cast.
The plane is decked out with an 830-square-metre bespoke canvas depicting characters from the film, which took 40 technicians two weeks to apply and presented Air New Zealand with a host of technical challenges.
The airline’s CEO Bob Fyfe said: "You've got to make sure there are no air bubbles. You've got to make sure when it's applied to the aircraft and it's flying through the air, the wind doesn't get underneath it and peel it. It's incredibly complex."