The airline's latest video offering has Eli Orzessek wondering whether the novelty idea's had its day.

As Air New Zealand released its latest safety video today, I found myself remembering the last time I was forced to sit through one.

It was during a flight from Brisbane to Auckland about six months ago, when I found myself sympathising with Sir Bob Jones.

Like many others, I'd enjoyed a moment of schadenfreude when the rich-lister was unceremoniously kicked off an Air New Zealand flight last year following an altercation over an exit-row seat and a safety demonstration.

Air NZ has teamed up with Hollywood actress Anna Faris and comedic legend Rhys Darby for its latest safety video, Safety in Hollywood.

But as I sat there, watching the All Blacks and Stan Walker murder Men in Black for the fifth or sixth time that year, I realised that it could very easily be me refusing to take part in the safety-briefing farce.

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I fought the urge to cover my screen with my hand. In fact, I'm much more likely to zone out during a novelty safety video than I am during a live performance from a flight attendant.

Israel Dagg's "rapping" quickly becomes a form of mental torture - prior to his performance, I hadn't realised it was possible to rap off-key.

I asked Sir Bob about his experience, because I was certain the All Blacks video must have been the catalyst for his removal.

While he had not seen the video, he had certainly heard the complaints, he said.

"We are signatories to a United Nations agreement against 'cruel and unusual punishment', which is what an Air New Zealand flight crew's unneeded babble and their childish safety videos unquestionably constitute," he added.

Perhaps this is a little extreme - and we can't all purchase a private jet to avoid commercial carriers - but I'd definitely agree with the word "childish".

The cast of The Hobbit star in the latest Air New Zealand safety video. Dwarves, orcs and elves star in The Most Epic Safety Video Ever Made being screened ahead of the December release of the final film in the trilogy, The Hobbit: The Battle of the Five Armies.

The video, directed by Kiwi film-maker Taika Waititi, also features cameos from the Hobbit trilogy director Sir Peter Jackson, Weta Workshop co-founder Sir Richard Taylor and Waititi himself, who appears as a wizard.

I'm begging you, Air New Zealand - please stop with the "funny" safety videos. Sure, that one with Snoop Dogg was kind of amusing, but the joke has really worn thin.

I could only get about halfway through the latest release starring Rhys Darby and Anna Faris - thankfully they didn't manage to get Taylor Swift - before zoning out.

I don't think I even noticed the part where they put their seat belts on.

And anyone who's seen Darby featured on television commercials knows that the man - talented as he may be - gets extremely grating on repeat viewings.

Air New Zealand has teamed up with some of the world's hottest surfers for its latest safety video, launching today. Among those on the Safety Safari video are past and present world champions, New Zealand's best surfers, a big wave legend and two of the world's most popular women surfers on social media. It was filmed at Malibu, California, Australia's Gold Coast and at Raglan and Piha in this country in mid-March and the film crew and the nine surfers had to work around Cyclone Pam to find suitable waves here and across the Tasman.

For frequent flyers, particularly those who take the short flight between Auckland and Wellington on a regular basis, these videos have become so mind-numbingly irritating that it's likely more people than ever are actually ignoring the rather important safety message contained somewhere within.

Perhaps the comedy videos are a bit of fun for international tourists, but what about visitors who don't speak English?

The humour in the videos is often uniquely Kiwi and could go over the heads of those not familiar with our quirks ... which could be important if a plane goes down one day and none of the passengers know what to do.

For now, I'd almost prefer the chaos of Jetstar to our national carrier.