Govt to secure spin-offs from Lord of the Rings
7 NOVEMBER 2001
Govt to secure spin-offs from Lord of the Rings and America’s Cup regatta with $9 million funding package
Prime Minister Helen Clark announced today that the government will allocate up to $9 million in additional funding over the next two years on a range of projects aimed at capitalising on the forthcoming release of the Lord of the Rings trilogy and the staging of the next America’s Cup regatta.
Speaking at Weta Workshop in Wellington this morning, Helen Clark outlined various initiatives which will maximise the spin-offs from the Lord of the Rings trilogy.
“In the first phase of these initiatives, focused on the premieres of the first film in the trilogy, The Fellowship of the Ring, $475,000 has been allocated by the Government. In total, the government and its agencies will be committing up to $4.5 million on further Lord of the Rings-related projects over the next two years.
“With all three of the trilogy’s films shot at a range of locations throughout New Zealand, Lord of the Rings presents a unique opportunity to showcase our country to the world. There are significant and ongoing spin-offs for the tourism, computer software, film-making, wine and food, and dozens of other local industries.
“Details on the second round of funding, totalling $1.215 million, will be announced in the near future. A significant initiative involving Te Papa is being considered.
“The funding I have announced today is over and above funding already earmarked by a number of government agencies to Lord of the Rings spin-offs. Tourism New Zealand has committed $1.64 million from the current financial year, and Trade New Zealand $155,000.
“In total, some $7 million has been allocated by government agencies in the current financial year on America’s Cup defence and Lord of the Rings spin-offs.
“Today’s announcement is all about ensuring that this potential is realised, to the benefit of all New Zealanders.
“In the first round of funding, worth $475,000, six projects have been approved. Five of these will be co-ordinated by Trade New Zealand, and one by Industry New Zealand. They include:
- activities associated with the four main premieres of Lord of the Rings, in London, New York, Los Angeles and Wellington, and later first nights in Japan, Italy and Canada. These occasions will promote New Zealand as being the location for LOTR filming and post-production, and will offer New Zealand food and beverage;
- New Zealand supplements will be placed in the leading film trade magazines Variety, Hollywood Reporter and Screen International;
- Overseas journalists will be hosted in New Zealand at the time of the film premieres and next year;
- Additional printing runs of maps identifying New Zealand as Home of Middle Earth, and manufacture of a unique set of distinctly New Zealand gift items which incorporate the LOTR theme. It is part of film industry tradition and custom for such gifts to be given in association with premieres;
- An Industry New Zealand-sponsored communications programme with local firms which are suppliers to, or could benefit from, the attention New Zealand is likely to receive following the release of the trilogy’s first film on 10 December.
“As the Lord of the Rings saga unfolds, captivating audiences throughout the world, the government will maintain the momentum generated by these and other initiatives.
“The ad hoc committee will assess proposals for funding against a range of criteria. For example, each event and activity must showcase the best of New Zealand and have benefit for our country. There must also be a clear linkage between the activity and New Zealand and the defence of the America’s Cup and/or the Lord of the Rings trilogy.
“The government is determined that the enormous opportunities offered by the epic Lord of the Rings project, along with New Zealand’s second defence of the America’s Cup, are not lost,” Helen Clark said.
Lord of the Rings – Maximising the spinoffs - TABLE
Premieres - activities/
Lead agency – investment NZ
Premieres – London, New York, Los Angeles, Wellington – plus a range of premieres in key territories
Monies will be expended on and in association with these events. This will include a small gift item that will be used as a promotional tool – to promote New Zealand as being the location for LOTR production and postproduction New Zealand food and beverage products .
High profile premieres in key centres for up to 1,500 to 2,000 people including film producers, studios and worldwide media.
Additional events planned in key film markets with Trade NZ, MFAT and Tourism NZ working closely together, and will be used to invite key contacts in trade, tourism and the film production sectors.
Trade magazine advertising
Lead agency – Investment
Insert New Zealand supplement in the leading film trade magazine, Variety, to coincide with the launch of Part One of LOTR. This supplement would highlight New Zealand as a production centre for film.
This supplement will be formulated to promote the New Zealand industry in what we see as the most effective way which will influence key industry personnel
Additional advertising would be undertaken in the other two key film trade magazines – Hollywood Reporter and Screen International, both key industry publications
Lead Agencies – Investment NZ and Tourism NZ
To bring a range of journalists into New Zealand at the time of the premieres and in the New Year. Special emphasis on film trade magazines (Variety, Screen International, Hollywood Reporter), as well as general business, travel and hi technology magazines.
VIP gift Items
Lead agency – Investment NZ
To create a unique New Zealand set of gift items which incorporates the LOTR theme and makes a distinct New Zealand connection with the films. The gifts are likely to be unique – consideration being given to use the models of the various characters of the film as produced by WETA Workshop. It is film industry custom and tradition to give such items to key clients to associate a movie with a key activity.
To be used for VIPs and Ministers as a basis for creating a solid link between NZ and the film
agency – Film NZ
Additional runs of the New Zealand – Home of Middle Earth maps that have and will be used at key events overseas and have already been in considerable demand, particularly by the news media.
Business communications programme
Industry NZ An Industry New Zealand communications programme targeting a range of industry groups and sectors to take advantage of the heightened attention of New Zealand.