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

By Steven Lloyd Wilson | Industry | July 10, 2012 |

By Steven Lloyd Wilson | Industry | July 10, 2012 |

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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Steven Lloyd Wilson is the sci-fi and history editor. You can email him here or follow him on Twitter.