Hobbit fans lining up outside the Embassy Theatre in Wellington say they were denied the chance to buy the first tickets for a midnight screening of the new film because they all sold out online.
Tickets for the screening on 12 December went on sale on Tuesday evening and David Murray of Wellington says he was first in the queue of about 70 people.
But when the box office opened, Embassy Theatre staff told him they had sold out.
Mr Murray says the Embassy ran a social media campaign telling fans to line up at the theatre, which he said proved to be misleading.
queued from before six o'clock in the evening last night, many of them in Hobbit costume.
Fans say they were told at midnight when the box office opened, the tickets to the screening in the main auditorium had sold out.
Another fan Jack Machiela, says he has since been contacted and asked to compile a list of those who queued, from photos taken at the theatre.
A spokesperson for Peter Jackson has confirmed his staff have contacted Mr Machiela.