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'Book of New Zealand' installation set to open in LA

Tourism New Zealand

Tourism New Zealand is set to make its mark on Los Angeles with an innovative walk-through, multi-media display that brings 100% Middle-earth, 100% Pure New Zealand to life.

A sprawling installation that spans the length of two tennis courts, the Book of New Zealand is set to open at the Beverly Hilton Hotel in Beverly Hills, California, on the evening of Saturday, 30 November 2013 (NZ Sunday, 1 December).

While the installation is by invitation only, fans will have a chance to browse its pages as part of a special Public Day tour set for 4 December.

The idea for a pop-up book came from the creative minds at Whybin/TBWA and has been brought to life in partnership between Tourism New Zealand and 3 Foot 7 Ltd.

The Book of New Zealand depicts four New Zealand filming locations, along with four actual film sets from the highly anticipated forthcoming motion picture The Hobbit: The Desolation of Smaug, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures, set for release worldwide beginning 13 December 2013.

Digital content featuring Oscar-winning Kiwi filmmaker Peter Jackson, director of The Hobbit Trilogy, will blend the magic and fantasy of Middle-earth with the reality of the striking and diverse locations across New Zealand where the film Trilogy was made.

The Book of New Zealand will be featured in media reports around the time of the 13 December, 2013, worldwide release of The Hobbit: The Desolation of Smaug, by Warner Bros. Pictures and, in select territories, by MGM.

Scores of international media outlets are expected to visit the Book of New Zealand, generating considerable worldwide media coverage for New Zealand.

Tourism New Zealand’s Chief Executive Kevin Bowler says the organisation’s objective with the exhibit is to use it to tell the story of New Zealand as fun, must-see tourism destination, as well as an innovative and creative nation, and a great place to make films and do business.

"New Zealand has come to California with a spectacular display that will be open for five days. You will literally step into a giant book of New Zealand and travel through four of the principal filming locations for The Hobbit: The Desolation of Smaug," says Kevin.

"From afar, the Book depicts New Zealand, but then, as you step inside its pages, the locations from the movie come alive as you walk through actual film sets.

"We are delighted to be a part of the worldwide media programme in Los Angeles, and believe The Book of New Zealand will motivate all those who experience it to share the wider New Zealand story."