Big blockbuster films always find plenty of cross promotion opportunities to hype up the release. However, most of them simply include a cheap connection with the film by way of a sandwich named after the characters or a set of "collectibles" that you'll find at Goodwill in a few years (and will inexplicably be worth hundreds decades later). So when we were invited to check out a sneak preview of a new cross promotion between the Denny's restaurant chain and Peter Jackson's The Hobbit, we were a little skeptical. However, my trip to corporate headquarters in South Carolina, where I ate like a Hobbit, changed my mind.