I'm all about cross-promotion, but this one just seems oddly funny to me.
Denny's is promoting the upcoming The Hobbit: An Unexpected Journey with a new Hobbit themed menu. Customers can order things like Gandalf Gobble Melt and Shire Sausage and Frodo's Pot Roast Skillet. They can also receive collectible cards.
I guess it makes some sense-Hobbits do like to eat throughout the day and Denny's is open 24 hours. It's just not the first thing I would think of when it comes to promoting The Hobbit.
So what do you think? Creative cross-promotion or not?