It's not all about content marketing; there's nothing wrong with a good PR stunt to generate interest and it seems nowhere does publicity quite like New Zealand, or should I say Middle Earth?
The world premier of The Hobbit takes place in Wellington on November 28th. In honour of this auspicious occasion, the authorities are renaming their capital The Middle of Middle Earth.
The unkind among you may suggest that The Middle of Nowhere might be more appropriate, but I wouldn't dream of it.
Quite a clever move really and they really are going to town with it – postmarks on letters and the city's newspaper will reflect the new name.
The Hobbitt director Peter Jackson says: "Nowhere else in the world does a premiere quite like Wellington, and I'm very grateful for the support of the mayor, the council and all Wellingtonians."
The Hobbit: An Unexpected Journey will be release globally on December 14th, with the second film, The Hobbit: The Desolation of Smaug, due 12 months later.