Air New Zealand puts a lot of effort into making its pre-flight safety videos fresh and entertaining, so much so that more people have probably tuned in to its safety briefings online than on the plane.
The airline’s latest Hobbit-inspired safety video has been watched more than 6.5 million times since it was posted on YouTube last week.
It’s a nod to New Zealand’s film associations, with hobbits, wizards and other Middle-earth creatures taking part in the in-flight safety demonstration.
The video is also inspired by Peter Jackson’s Lord of the Rings prequel, the Hobbit: An Unexpected briefing, which will be released in cinemas in December.
Air New Zealand’s previous safety videos have also gone viral, with one safety briefing famously delivered as a disco-style workout with fitness guru Richard Simmons.
But is it all enough to make passengers sit up and pay attention?