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Monarch Model Management, which has offices in Auckland and Queenstown, has put a call out for extras for a "modern day fairy tale" that will be filmed in Dunedin and Oamaru.
Filming will take place from late February until the end of March.
It comes amid months of speculation that streaming powerhouse Netflix was scoping out Dunedin for potential projects.
In December, Enterprise Dunedin film office co-ordinator Antony Deaker said active screen production inquiries were "in play", but none had been confirmed.
The casting call wanted people of "all ages, all ethnicities, all shapes and heights", and said it needed "lots of people for big fun scenes with a melting pot of ethnicities and cultures".
Monarch owner Tracie Patel said she was sworn to secrecy over the production, but it was "fantastic" that it was being filmed in the South.
She could not confirm if it was a Netflix production.