Tourism New Zealand has installed a larger-than-life pop-up book at the premiere of The Hobbit.
Tourism New Zealand installed the world’s largest pop up book at the Beverly Hilton in conjunction with The Hobbit: Desolation of Smaug Hollywood film premiere. There for five days, it is open to the public for one day, allowing them to walk into the book, and step into the world of The Hobbit.
The massive 50 ft tall book, which is the size of two tennis courts, uses sets from the movie as well as footage projections of various New Zealand locations used in the film. Kevin Bowler, Chief Executive of Tourism New Zealand, said:
People who step into the pages of the book are taken on a unique journey that combines the magic of Middle-Earth and The Hobbit Trilogy with the reality of New Zealand, bringing the tourism experience of New Zealand to life.
Watch the making of the installation below: