"The Hobbit" opens in theaters this winter, and Air New Zealand is taking full advantage of the event to jump on the publicity train. Or publicity airplane, rather, as the carrier just revealed its newest Hobbit-themed Boeing 777, replete with garish external artwork rivaled only by ANZ CEO Ryan Fyfe's collar buttons.

It's actually a pretty great looking airplane (so is your shirt Mr. Fyfe, I tease), though I wish that the cabins had also been upgraded. We could call economy "The Shire" moving forth while first class could go as, say, Mordor. "One does not simply walk into Mordor without a flight attendant barring the aisleway."

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