An Air New Zealand safety video featuring "The Hobbit" director Peter Jackson and popular character Gollum has become popular on the Internet.

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The airline said the safety video, timed to coincide with the upcoming release of the first film in the "Hobbit" trilogy, became instantly popular when it was posted on YouTube and has amassed more than 3 million views in the past three days, Sky News reported Friday.

"Passengers appreciate the light-hearted and entertaining approach we take to delivering important safety information," said Jodi Williams, the airline's head of international marketing.

"It's noticeable that on an ANZ flight they sit up and take notice during the pre-flight briefing -- expectations of this part of the airline journey have certainly been heightened."