100% Middle-earth live in cinemas across Japan

Tourism New Zealand's 100% Middle-earth, 100% Pure New Zealand advert video, with a special Japanese voiceover, has been screening ahead of The Hobbit: An Unexpected Journey in cinemas in across Japan.

The advert, also profiled on the red carpet at the Tokyo premiere on December 1, has played in cinemas in Tokyo, Kanagawa, Saitama and Chiba from Dec 14 to Jan 11.

Alongside the activity Tourism New Zealand has also unveiled the latest evolution of its 100% Middle-earth, 100% Pure New Zealand campaign on the Japanese pages on newzealand.com

Here an interactive feature has been introduced using exclusive new illustrations created by three Weta Workshop designers. The illustrations feature the characters and scenes of Middle-earth and transform into real New Zealand scenes and experiences from Tourism New Zealand's new advertisement, to illustrate the reality of a New Zealand holiday.

The new feature also showcases key filming regions, Middle-earth-themed holiday itineraries and exclusive content from Weta Workshop all provided in Japanese.