hmm, I watched the trailer for that asylum thing and I would be hard pressed to actually make any definitive connection other than the name. To be honest I believe they've only done themselves a disservice by releasing so close to the big budget film.
But to be honest the "owner" of the word Hobbit can go fuck themselves. The word was in use before Tolkien, and was also a unit of weight. The whole fact that a pub had to buy a license to use a name it had been using for more than 20 years is disgusting, the only motivation there is to get more money. Obviously when the hobbit is in the cinemas, I won't go and watch the film in the cinema, noo, I'll go to that pub instead. Absolutely ridiculous.