To say the Kiwis are all-in over native son Peter Jackson‘s locally shot The Hobbit trilogy is putting it lightly. Wellington, New Zealand’s capital city, is calling itself The Middle Of Middle-earth, and there’s a giant clock atop the Embassy adorned with an image of Martin Freeman as Bilbo counting down the minutes to the premiere of the first film, The Hobbit: An Unexpected Journey, in November. Now even Jackson (see if you can catch his Hitchcock-esque cameo) and Andy Serkis are aboard with Air New Zealand‘s new pre-flight instruction video. Maybe these branded pre-flights will catch on (Denzel Washington’s Flight, we’re not talking to you).