New Zealand continues to redefine itself as the center for all-things-Middle-earth, hoping to benefit from the upcoming release of “The Hobbit”: An Unexpected Journey.’ This has included a massive  ‘100% Middle-earth’ tourism campaign, adding Hobbit elements to airplanes and airports (courtesy of Weta), and a new series of  commemorative Hobbit coins, stamps, and postcards. Along with all that, New Zealand will also be renaming its capital for ‘The Hobbit’ premiere to be held on November 28. Wellington will be officially known as “The Middle of Middle-earth” during the premiere.

According to Wellington Mayor Celia Wade-Brown, the city will spend 1.1 million New Zealand dollars ($900,000) on a red-carpet celebration for the Nov. 28 premiere of The Hobbit: An Unexpected Journey at the downtown Embassy Theatre. Hobbit-themed artwork and festivals will also be held throughout the city.

Source: www.examiner.com

Anastasia