The Hobbit Has a Zoomable Picture Thingie. Advertising Runs Out of Terms.
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The Hobbit Has a Zoomable Picture Thingie. Advertising Runs Out of Terms.

By Steven Lloyd Wilson | Trade News | July 10, 2012 | Comments ()


Remember the good old days, when life was simple, men were men, and sheep ran scared? Movies had trailers and posters. Sometimes there would be a teaser, which was a short version of the trailer. That's it. Done. If there was advertising in a newspaper, it would just be a scaled version of the poster. Today? With all these Internet tubes and graphics designers apparently growing on trees, we've got an infinite number of ways to advertise a film. If there's any doubt, go try to find all the advertising materials for The Dark Knight Rises. There isn't a pixel combination of dimensions that a PR piece hasn't been created for. There's probably a 947x1 version of the poster somewhere out there.

So The Hobbit had to up its game, and they've brought us a giant stitched together picture of different scenes of the movie, and they've done it in high resolution with a little magnifying glass widget to zoom in on different components.

You can take a look at it here, at EW. Below is a static version that will embiggen when clicked:


They're calling it "The Scroll," I'm calling it "The Zoomable Picture Thingie" just to be totally clear.

Shut down the Internet. There is nothing left for us here.

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Comments Are Welcome, Bigots and Trolls Are Not

  • Ash

    +20 points for 'embiggen'.

  • DarthCorleone

    Yeah, don't go too crazy on the marketing budget, New Line. As much as any other movie I can recall, this isn't one you need to sell.

  • If you don't think "the scroll" is perfectly apt given the subject matter, then I need to tell you about my seventh level paladin.

  • branded_redux

    Remember the good old days, when life was simple, men were men, and sheep ran scared?

    You may need to go to Iowa and back again.

  • TheOriginalMRod

    So probably more man hours (and woman hours too) went into making "the Scroll" than went into the animated version of the Hobbit?

    So promotional materials are created in order for larger box office draw so everyone can get paid?

  • Miss Laaw-yuhr

    I may be alone in this, but me likey. Or in the words of Megan from Mad Men: Zoomie zoomie zoooooooo!

  • BWeaves

    I agree. I like it.

    I hate to be "that guy" but the song Megan sings in Mad Men is: Zou Bisou Bisou, which means "oh kiss kiss," which actually works even better.

  • Miss Laaw-yuhr

    I knew the actual song, but was making a joke with the word "zoom" since SLW is calling it a "Zoomable Picture Thingie". (last word was supposed to be zooooooooooooom, damn typo). I shall pack my puns and go home.

  • BWeaves

    Oh DUH, I get it now.

    I still think it works well both ways.

  • Matthew

    Feel free to be "that guy" or "that girl." Don't tell us how you hate it as you clearly don't, and that's fine. Don't hide your pedantry under a bushel!

  • Irina

    When I was 6 I kept singing at the top of my lungs the theme song for some childrens' show, changing "Living in the land of the lost" to "In a in a in a a loss". Correcting me back then would have been pedantry, yes. This? Not so much.

  • zeke_the_pig

    Hey, marketing dudes!, listen: you want me to go watch The Hobbit? Here're the only words that you needed to say to convince me either way: 'Peter Jackson,' and, 'The Hobbit.' That's it. Either I like the idea, or I don't. The way the light falls on the folds of Bilbo's sleeves, or knowing that Gandalf still looks like Gandalf will not sway me one way or the other.

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