The airline has cut a two-year deal with film studios New Line Cinema and Metro-Goldwyn-Mayer to promote the two upcoming movies. Special commemorative tickets will be issued, and stewards and hostesses will emulate Bilbo Baggins by sporting pointed ears while on the flight. The aircraft will feature a special edition in-flight safety video and a range of other on-board promotions and experiences on flights from the UK and America.

Air New Zealand will turn a Boeing 777-300 into a flying billboard for the first film and a Boeing 777-200 for the second film.

The move comes as the result a deal cut in 2010 to ensure the two Hobbit movies were made in New Zealand, whereby the NZ government and Warner Bros agreed to work together in a long-term strategic partnership to promote New Zealand as both a film production and tourism destination.