Nick, The Hobbit is timed to come out at the same time as the third movie

A licensed theme is an instantly recognizable thing
You see a guy dressed in a school uniform, thrashing a guitar  , and you know it is AC/DC, loud about fun rock
You see a flying saucer with two engines, it is Star Trek
You see a big green balk of muscle, Hulk smash!

All are instantly recognisable brands no matter where in the world you may be