By Kevin Jagernauth | The Playlist July 15, 2011 at 3:00AM
So, just how big will the media blitz be for "The Hobbit"? Well, when Time magazine of all outlets is being enlisted this early in the game to drop an exclusive photo of Balin and Dwalin from the film, you can bet the campaign is going to reach every major player in the media world no matter how odd the fit.
Sitting alongside the Roger Clemens mistrial (wait, that thing is still going on?) and JetBlue's Carmageddon sale (btw, is there anything more annoying than listening to Californians bemoan that a highway dares to be closed?) as the most popular stories today, we get our first look at Ken Stott and Graham McTavish in all their dwarfish finery. Like all the other dudes who have been announced in the sausage party so far, these two will accompany Bilbo on the Quest of Erebor to the Lonely Mountain. Sounds like the name of an emo concept album (note to self: pitch this to the lame Owl City dude).
Anyway, “The Hobbit: An Unexpected Journey” arrives in theaters on December 14, 2012. Check out the full image below.