Middle-earth Comes to Denny's

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. 12.

"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 debut."

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.

SOURCE Denny's