"Wellywood" sign divides Lord of the Rings city

May 23, 2011, 4:19 GMT

Wellington - The company that owns Wellington International Airport vowed Monday to continue plans to erect a massive 'Wellywood' sign - imitating the world-famous Hollywood original - on a nearby hillside despite a day of bitter opposition and a drive-by protest in the evening rush-hour.

Wellington International Airport Ltd announced at the weekend that it would erect the 30-metre by 8-metre sign on a hillside overlooking the main runway later this year to promote the home of Sir Peter Jackson and his nearby studio which made the Oscar-winning trilogy The Lord of the Rings.

By late afternoon Monday more than 16,000 opponents recorded 'likes' on a Facebook group 'Wellingtonians Against the Wellywood Sign', while others dubbed the idea 'tacky' and a waste of money on Twitter and other websites.

Another Facebook group was shut down after members suggested tongue-in-cheek that the sign should be blown up and set alight, while scores of cars joined an evening protest drive around the terminal's drop-off area.

A 'Support Wellywood' Facebook page recorded nearly 10,000 likes, the New Zealand Press Association reported.

'Wellington needs to get onto everyone's bucket list and a Wellywood sign is a clear message that Wellington is a must-see destination with a really important film industry,' Steve Fitzgerald, the company's chief executive, said at the weekend.

The company first floated the idea more than a year ago but backed off after a storm of protest from locals and word that the Hollywood Chamber of Commerce that controls the original sign in California was consulting lawyers about possible infringement of copyright.

Revival of the proposal, with plans to erect it before thousands of foreign tourists arrive for the World Rugby Cup in September, sparked another outcry, with critics dubbing it 'tacky, crass, derivative and unworthy of what is supposed to be a creative city.'

Local member of parliament Annette King told reporters the sign would make the city a laughing stock around the world. 'Surely we can do better than a rip off copy,' she said.

Jack Yan, a local businessman who ran unsuccessfully for mayor last year, said, 'Wellington prides itself on its originality and creativity, and I cannot see how copying someone else expresses either. This is totally contrary to the city's brand.'

Fitzgerald conceded that a Wellywood sign was not 'everyone's cup of tea,' but predicted widespread support for the idea.

'Everyone benefits from increasing tourism for Wellington,' he said. 'The film industry is a hugely significant contributor to our economy, and it is vital to promote and support it if we are to see continued growth in our region.'