Like the coveted ring featured in the films, a Hobbit-inspired in-flight safety video has proven it is the one video to rule them all.
Air New Zealand's new safety clip, dubbed The Most Epic Safety Video Ever Made, has clocked up 16 million views since it was released almost a week ago.
More than 8 million people have watched the clip on YouTube, 6 million on Facebook and 1.6 million on Youku video channel in China.
The video features two hardcore Hobbit fans boarding an Air New Zealand flight. They are suddenly thrust into Middle Earth and get to meet some of the stars - all the while helping to give safety tips.
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Several famous faces feature in the 4 minute 30 second video; including actors Elijah Wood, Dean O'Gorman and Sylvester McCoy. Series director Sir Peter Jackson, Weta Workshop's Sir Richard Taylor and film-maker Taika Waititi also have parts in the clip.
Head of global brand development for the airline, Jodi Williams, said they had set out to make a memorable video to celebrate the three-year partnership Air New Zealand had with The Hobbit films.
"The number of people watching it, the feedback from customers and the coverage generated by global media outlets has been outstanding," Ms Williams said.