Never really pay attention to the safety video on planes? Air New Zealand have found a way to get your attention.
The cast and crew from The Hobbit star in the airline's new safety briefing video.
Showing you where the exits are middle earth style, the video called An Unexpected Briefing features characters from the film, along with Gollum, J.R.R. Tolkien's great-grandsons and a cameo by Lord of The Rings director Peter Jackson.
There are also secret Elvish codes hidden in the film that could win you a trip to New Zealand.
The briefing marks the start of efforts by the airline to attract more tourists to New Zealand, and will include launching a Hobbit themed aircraft prior to the film's global premiere.
We think the video's precious (sorry) what do you reckon?
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