McLaren_Field wrote:
Having presumably updated the original Hobbit theme of 20 years hence because of the film...
The artwork on the signage does not appear to have come from the films. In fact as far as I can tell from the article, the only thing directly linked to the films is the picture of Elijah Wood's face on their loyalty card. And unless it's a picture of him in his Frodo role then that would be more of an issue for his lawyers than SZ's.
The whole thing is, at the very least, pointlessly heavy-handed. Just how much damage is this place doing to the 'brand' that SZ own? Are people wandering in expecting to see the movie or something?