Middle-­‐earth Comes to Denny’s
October 29, 2012

”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) – 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. About Denny’s Corp. About Denny’s Denny’s (Nasdaq: DENN) is America’s Largest full-­‐service family restaurant chain, serving classic American food and every day value 24 hours a day, 365 days a year. Based in Spartanburg, S.C., Denny’s currently operates 1,670 franchised, licensed, and Company-­‐owned restaurants across the United States, Canada, Costa Rica, Mexico, Guam, Puerto Rico and New Zealand. For more information, including news releases, franchising opportunities and investor relations, visit www.dennys.com. About The Hobbit Trilogy A production of New Line Cinema and Metro-­‐Goldwyn-­‐Mayer Pictures (MGM), “The Hobbit: An Unexpected Journey” is the first of three films from filmmaker Peter Jackson, the Academy Award-­‐winning director of “The Lord of the Rings” Trilogy. The screenplay for “The Hobbit: An Unexpected Journey” is by Fran Walsh & Philippa Boyens & Peter Jackson & Guillermo del Toro. Jackson is also producing the film, together with Carolynne Cunningham, Zane Weiner and Fran Walsh. The executive producers are Alan Horn, Toby Emmerich, Ken Kamins and Carolyn Blackwood, with Boyens and Eileen Moran serving as co-­‐producers. “The Hobbit: An Unexpected Journey” and the second and third films of the trilogy are productions of New Line Cinema and Metro-­‐Goldwyn-­‐Mayer Pictures, with New Line managing production. Warner Bros. Pictures is handling worldwide theatrical distribution, with select international territories as well as all international television distribution being handled by MGM. “The Hobbit: An Unexpected Journey” will be released on December 14, 2012, with the second film, “The Hobbit: The Desolation of Smaug,” releasing December 13, 2013, and the third film, “The Hobbit: There and Back Again,” slated for July 18, 2014.

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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