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