It's Bilbo Baggins time down at Denny's, which is rolling out a menu and marketing campaign based on the upcoming film "The Hobbit: An Unexpected Journey."
The 11 new menu items are enough to satisfy the diminutive creatures' six-meal-a-day habit, with options such as Shire Sausage, Bilbo's Berry Smoothies, Build Your Own Hobbit Slam and Radagast's Red Velvet Pancake Puppies.
The film, based on the novel by "Lord of the Rings" author J.R.R. Tolkien, opens Dec. 14. The limited Denny's offer will run from Nov. 6 through January, according to the chain.
A television ad featuring actual "Hobbit" buffs will air starting Nov. 12. Denny's patrons will also be able to collect up to 12 "Hobbit" playing cards and find additional content through QR codes on placemats in the restaurants.
The movie will also be touted by the Air New Zealand airline. On-board safety videos will feature crew members dressed in Middle-earth garb.
Two planes will become airborne billboards for "An Unexpected Journey" and its follow-up film "There and Back Again" through a two-year deal with New Line Cinema and Metro-Goldwyn-Mayer.