Denny’s has renewed partnership with Warner Bros. Pictures to bring another taste of Middle-earth to the national diner inspired by “The Hobbit: The Desolation of Smaug,” a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM). To celebrate, Denny’s is inviting Hobbit fans to showcase their dedication in “The Search for Middle-earth’s Greatest Fan“ contest for the chance to win an exclusive trip to the movie’s world premiere screening.
Through Oct. 31, Hobbit enthusiasts are invited to visit www.dennysfanquest.com and upload a one-minute video demonstrating why he or she should be named Middle-earth’s greatest fan. One grand prize winner will be selected by Academy Award®-winning filmmaker Peter Jackson to receive a trip for two to attend the film’s world premiere screening. Four runner-ups will receive free Denny’s Grand Slam®’s for one full year.
“We’re thrilled to continue our tradition of celebrating ‘The Hobbit’ movies by engaging with fans in such a fun and unique way,” commented Frances Allen, chief brand officer of Denny’s Corp.. “We hope that these exciting plans, including awarding the ultimate ‘Hobbit’ fan with a once-in-a-lifetime experience, will entice and engage our guests once again as they come back to enjoy new and authentic Middle-earth-inspired dishes at Denny’s.”
In addition to the contest, beginning Nov. 5, the company is rolling out movie-inspired dishes for a limited time, as well as in-store movie content, such as an “augmented reality interactive placemat,” a series of “Elvish Made Easy” social posts and a behind-the-scenes film content piece.
Denny’s is also giving guests a sneak peak at the making of their film-themed TV spot. To add to the authenticity of Denny’s partnership with Warner Bros. Pictures, the brand created “The Hobbit: The Desolation of Smaug Advisory Board,” an exclusive group comprised of influential The Hobbit movies-oriented media outlets, to weigh in on select creative elements of the campaign.
“Working closely with ‘The Advisory Board’ has provided us with genuine feedback and insights on many elements of the campaign, ensuring that we give both Hobbit fans and our diners a truly authentic experience,” added Allen.
“The Hobbit: The Desolation of Smaug,” is set to release in theaters this December.