Middle-earth Comes to Denny's
"The Hobbit: An Unexpected Journey"-inspired menu items and memorabilia to
land at America's Diner on November 6
SPARTANBURG, S.C., Oct. 24, 2012
SPARTANBURG, S.C., Oct. 24, 2012 /PRNewswire/ --Denny's, America's iconic
family diner, announced today its partnership with Warner Bros. Pictures to
bring menu items and one-of-a-kind memorabilia to the national diner inspired
by the highly anticipated epic adventure "The Hobbit: An Unexpected Journey,"
a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM). Hobbit
film fans can get their first taste of Middle-earth inspired fare in
restaurants starting Nov. 6.
From Academy Award-winning filmmaker Peter Jackson, "The Hobbit: An Unexpected
Journey," is set to release in theaters on Dec. 14, and is the first of three
films adapting the enduringly popular masterpiece by J.R.R. Tolkien.
To generate excitement and intrigue prior to debuting the program, Denny's
executed an integrated teaser campaign featuring unbranded creative on high
profile outdoor boards in L.A. and online banner ads on a selection of
targeted websites. The brand also engaged real-life fans of The Hobbit to
appear in a National TV spot promoting the new menu, set to air beginning Nov.
"We are delighted to partner with Warner Bros. Pictures to bring the
captivating spirit of 'The Hobbit: An Unexpected Journey' to life in our
diners nationwide," commented Frances Allen, chief marketing officer of
Denny's Corporation. "We were inspired by the imaginative world of
Middle-earth and wanted to offer fellow fans an equally inspired food
experience to share in the excitement and anticipation for the upcoming
Denny's new "The Hobbit: An Unexpected Journey"-themed menu will feature a
diverse selection of eleven new breakfast, lunch and dinner menu offerings
including the "Hobbit Hole Breakfast," "Frodo's Pot Roast Skillet," and "Build
Your Own Hobbit Slam," which includes new limited time holiday favorites such
as "Pumpkin Patch Pancakes," "Shire Sausage," and "Seed Cake French Toast."
In conjunction with movie-inspired menu tie-ins, Denny's guests will have
exclusive access to collectible trading cards designed around the film. With
the purchase of select Hobbit-inspired entrees, guests will receive a trading
card pack, including collectible cards and Denny's coupons. Guests are invited
to visit Denny's diners nationwide for a chance to collect all 12 exclusive
trading cards. Fans can also experience additional movie content by scanning
one of four QR codes on Denny's placemats in-restaurant, including access to
"The Hobbit: An Unexpected Journey" exclusive video content, online games and
a behind-the-scenes look at Denny's National TV spot.
For more information about Denny's menu inspired by "The Hobbit: An Unexpected
Journey" or to find a restaurant near you, please visit www.dennys.com.
Contact: Denny's: Erwin Penland and Rebecca Lynch, both at +1-864-752-4778,
Rebecca.firstname.lastname@example.org; or ICR: Liz DiTrapano, +1-646-277-1226,
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