The movie is one of only 34 foreign films released in China in 2013, giving New Zealand unprecedented profile with movie goers and potential travellers.
General Manager Asian markets Tony Everitt says the release of the film will provide a boost to New Zealand's profile that no amount of advertising could ever buy.
"Our role will be to ensure the message that travellers to New Zealand can experience these movie-like landscapes, is heard loud and clear.
"We will hold two private screenings of the movie on 27 February in Shanghai and Beijing for around 600 key travel agents and media.
"The 100% Middle-earth, 100% Pure New Zealand television advertisement will also feature at these events.
"We will also launch a further 100% Middle-earth, 100% Pure New Zealand campaign in the coming weeks to leverage the attention and convert movie goers into travellers.
"The Chinese market has already shown their enthusiasm for Middle-earth, with Yao Chen's appearance on the red carpet in Wellington at the global premiere of the movie, generating some 16,000 comments and retweets on social media and a whopping 40 million discussion points.
Tourism New Zealand Brand Ambassador Yao Chen is the world's most followed person on social media with 39 million followers.
Tony says the movie is currently enjoying spectacular advertising by its distributors in China particularly in large light-board displays all over the Shanghai subway - the world's largest subway system.
Read more about 100% Middle-earth, and activity in the China market.