A local pub in England is in trouble with the Saul Zaentz Company that owns the rights to ‘The Hobbit’. Read more here.
Since they use a pic of Elijah Wood on their loyalty card, and a pic of Viggo on their promotional material, then they are using copyrighted material without permission. The pub may predate the movies, but they are cashing in on the movie popularity, without permission from the holder of the rights.
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