Tourism New Zealand has given its thumbs up to the latest trailer for The Hobbit, saying it is on the right track by plumping its budget on the movies.
Tourism NZ is spending most of its $65-million budget on using the movies to plug New Zealand as a tourist destination.
A new trailer for the first Hobbit movie was released on Thursday and despite recognisable New Zealand scenery featuring for less than 20 seconds in the two-and-a-half-minute trailer, Tourism NZ chief executive Kevin Bowler says he is "highly impressed".
"The way New Zealand scenery and landscapes feature is fantastic," he said in a statement.
"This latest trailer vividly demonstrates that Tourism New Zealand is on the right track with our approach to leverage the interest in New Zealand that these films will create."
The "100% Middle-earth, 100% Pure New Zealand" campaign promotes the country as "the home of Middle-earth", where the three movies were filmed.
More than 500,000 people had viewed Tourism NZ's online advertising campaign, which was a "fantastic" start, Mr Bowler said.
Marketing would build up before the release of the first movie in late November.
Meanwhile, JRR Tolkien fans have also smiled upon the new trailer.
The website theonering.net says: "We think it looks pretty sweet".
Along with familiar faces, Gandalf, Gollum and Bilbo Baggins the preview features dwarves, goblins and giant wolves as Bilbo is selected to be the 14th member of a group determined to reclaim the Dwarf Kingdom of Erebor from the dragon Smaug.
The Hobbit, which is being released in three parts, has been shot in 3D and at 48 frames a second, twice the speed that has been the standard since the 1920s.
The first movie will have its world premiere in Wellington in late November before its global release on December 14.