'Rings' backers soften objections to tourism

The backers of The Lord of the Rings have relaxed their objections to tourist promotion of areas where the films were shot, MPs heard yesterday.

But Tourism Board chief executive George Hickton told Parliament's commerce select committee that New Line Cinema was still declaring specific locations off-limits.

New Line was at first reluctant to have Middle Earth linked with New Zealand in case it destroyed the films' mystery.

But after visiting New Zealand, New Line staff realised it was "a magical place" and the association would enhance the movie.

Mr Hickton said the Tourism Board had to gain New Line's approval before using any aspect of the movie in its marketing.

An advertisement that used The Lord of the Rings title with a shot of New Zealand scenery had been approved.

Outgoing board chairman Peter Allport said there were still "issues" over intellectual property and the board was treading carefully.

"Our relationship with New Line is building, trust is building, and I think they are now beginning to understand that we are not going to infringe their property rights."

Mr Hickton said that as far as The Lord of the Rings tours went, actual filming locations were off-limits.

Tourists had been going to Matamata to see Hobbiton, the home of the hobbits, which was filmed at a local farm.

But a contract prevented the farmer from benefiting from the movie by turning the set into a tourism attraction.

Mr Hickton said there were strict legal restrictions on how the remains of sets could be used.

New Line was afraid that sites used in filming the second and third parts of the trilogy would become known before the films were released.

But he did not believe this was a long-term problem.

Mr Allport said New Line had "relaxed a bit" since the first film, The Fellowship of the Ring, was released.

Mr Hickton said the board had issued a guide to help tourists wanting to see locations, for instance where the elf city of Rivendell was filmed.

The specific location was not listed, but tourists were told Rivendell was filmed in the Kaitoke area of Wellington.

Mr Allport said it was difficult to determine exactly how many tourists were coming to New Zealand as a result of The Lord of the Rings.

Anecdotal evidence suggested the film was having an enormous impact on tourism numbers.

He said international media coverage of the first film and its link to New Zealand was worth "millions and millions" of advertising dollars.

The next two films would give the board two more shots at lifting New Zealand's profile.

- NZPA

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