The Evening Post
December 11, 2001

They're Partying With Our Products Over There
Staff Reporter

New Zealand's finest products were on show today in London at the glittering world premiere of The Lord Of The Rings: The Fellowship Of The Ring.

Trade New Zealand worked with Kiwi companies to supply food and beverages for the after party. It featured New Zealand lamb on a spit, Montana wines, boysenberry tart supplied by Berryfruit Export NZ, Frucor's energy drink V and Kiwi-made vodka.

Montana has secured a deal with Rings backer New Line Cinema for their wine to be served at every international premiere in major cities over the next few weeks.

New Zealand skincare company Evolu Skincare provided gifts for guests.

Guests invited to the party included supermodels Kate Moss, Claudia Schiffer and Jodie Kidd as well as fashion designer Stella McCartney.

Investment New Zealand film manager Paul Voigt said Government representatives were involved in events in 14 cities over the next few weeks to leverage off the film's opening nights in London, Dublin, Rome, Toronto, Los Angeles, Seoul, Singapore, Tokyo and New Delhi.

In Los Angeles on December 16, the Ministry of Foreign Affairs and Trade and Investment New Zealand will host a cocktail event before New Line's benefit event.

In New York the next day, leaders from the city's business community, social scene and film industry will be guests of New Zealand Ambassador to the US Jim Bolger and New Zealand's Ambassador to the UN Don MacKay at a private screening and dinner.

Similar events are also planned for Canada where screenings will take place in Toronto and Vancouver.

In Italy, Italian Prime Minister Silvio Berlusconi will be invited to a New Zealand reception when the film opens there in January.

Other plans include Rings-themed New Zealand stands at forthcoming international film trade markets; technology and innovation workshops in Los Angeles, Silicon Valley and Seattle; an exhibition of New Zealand-produced Rings models and props in Los Angeles; and a New Zealand reception at the Academy Awards.

Tourism NZ chief executive George Hickton said it had joined forces with New Line Cinema, Trade NZ, Film NZ and regional tourism organisations to work on strategies to cash in on the success of the films.

Advertisements were placed in many overseas newspapers and it had clinched a deal with US TV channels to incorporate New Zealand footage into three documentaries focusing on the making of the first movie.