The Powerhouse Museum has learnt from the small towns across New Zealand that spruik their tiny part in the Lord of the Rings trilogy in order to drum up business. The Lord of the Rings: The Exhibition was the most popular paid exhibition the museum has ever held, with more than 198,000 people visiting during its three-month season. “During its run at the museum, we also recorded our highest-ever paid admissions day with more than 4100 visitors to the exhibition over one day in January,” a museum spokeswoman says. [More]

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