Most regular travellers pay little attention to those snooze-inducing inflight safety videos - but Air New Zealand has found some magic by celebrating the upcoming premiere of the first in the Hobbit film trilogy.
The airline's four-minute safety video featuring the character Gollum and film director Peter Jackson got more than two million hits on YouTube within a day of its posting.
The carrier calls itself "the airline of Middle-earth" and cabin staff appear in the clip as film characters.
The hobbits themselves would be proud - after all, author JRR Tolkien created the mythical creatures as risk-averse.
Two of the author's great-grandsons even make cameos. Royd Tolkien appears wearing prosthetic feet - big and hairy, of course.