Wellington 'renamed' for Hobbit premiere

Wellington will briefly rename itself "The Middle of Middle-Earth" when it hosts the world premiere of The Hobbit: An Unexpected Journey on November 28.

The name change, for one week, would celebrate the city's role as host of the world premiere, Mayor Celia Wade-Brown said.

"Wellington sits at the very heart of New Zealand's innovative and thriving film industry," she said.

"It's also the city that has been integral in bringing the fantasy world of J.R.R. Tolkien to life on the big screen. So for a week around the premiere, Wellington will be known as The Middle of Middle-earth."

The logo was designed by Daniel Reeve, an artist who worked on the cartography and calligraphy for The Hobbit Trilogy.