CMC & SYNERGY (THE HOBBIT)

Here’s a bullet-point summary of the key ideas:

  • In 2012, Air New Zealand collaborated with The Hobbit franchise to create a themed in-flight safety video titled An Unexpected Briefing.

  • The video featured Middle-earth-inspired costumes, props, and characters, with cameos from Peter Jackson and Weta Workshop.

  • It went viral, gaining over 13 million YouTube views.

  • The video creatively combined aviation safety messaging with fantasy and humour to engage audiences.

  • This is an example of cross-media synergy between the film and tourism industries.

  • It served a dual purpose: entertaining passengers and promoting New Zealand as the real-world home of Middle-earth.

  • Unlike Big 5 Hollywood studios that focus on box office profit, this campaign supported national branding and tourism.

  • Shows how NZ films can be used to achieve cultural and economic goals, not just commercial success.

In Summary:
In 2012, Air New Zealand partnered with The Hobbit franchise to produce a themed in-flight safety video titled An Unexpected Briefing. The video, which featured characters, costumes, and props inspired by Middle-earth, went viral and gained over 13 million views on YouTube. With cameos from film director Peter Jackson and Weta Workshop’s special effects, it cleverly blended New Zealand’s aviation safety messaging with the global popularity of The Hobbit, using humour, fantasy, and fan service to hold viewers' attention in a typically dull format.

This collaboration is a strong example of how New Zealand film is used for purposes beyond traditional entertainment — particularly national branding and tourism. Unlike films produced by the Big 5 Hollywood studios, which often prioritise box office revenue and global franchise dominance, this video served a dual purpose: to inform and to promote New Zealand as a unique and magical travel destination. It functioned as both a safety briefing and a cultural marketing tool, highlighting how NZ’s film industry supports wider national interests like tourism and international identity, rather than focusing solely on commercial return.

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