Warner Bros. partnered with Microsoft Xbox for the theatrical release of THE HOBBIT: AN UNEXPECTED JOURNEY. Microsoft Xbox hosted an online sweepstakes where contestants had to upload a Middle-Earth themed photo of themselves to https://www.facebook.com/Guardiansofmiddleearth by November 5, 2012. Contestants could then vote on their favorites. One Grand Prize winner was selected to receive an XBOX Game System complete with Guardians of Middle-earth skin. The sweepstakes ran from October 23, 2012 through November 5, 2012. THE HOBBIT: AN UNEXPECTED JOURNEY released in theaters December 14, 2012.