The Hobbit teaches the digital cinema community a precious lesson at the IBC

Last month’s International Broadcasting Convention (IBC) Awards, held at the Amsterdam RAI, saw director Peter Jackson debut the trailer for his upcoming sequel The Hobbit: The Desolation of Smaug in stereoscopic 3D and the high frame rate of 48 FPS, receiving an excellent response from attendees.

During the ceremony, Jackson was honoured with the IBC’s highest accolade, the International Honour for Excellence, whose recipients in recent years have included James Cameron and Jeffrey Katzenberg. Addressing guests via a videotaped message, he expressed how crucial the advancement and innovation of technology is in the digital age of filmmaking: "I cannot energize my imagination without the support of technology," he said. "Please keep [technical development] going."

This is not the first instance Jackson has employed the high frame rate format in his work – last year his decision to shoot the entire first Hobbit film at 48 FPS received mixed reactions, with some critics finding the image so clear that it made the film appear ‘less real’. However, as a supporter of the technological developments, he has advocated his decision to film the sequel in the same format, emphasising the importance of progression in filmmaking

The subject of this revolutionary technology found itself at the centre of intense discussion during the convention, with the digital cinema community debating the use of high frame rates as well as laser light, immersive sound and resolution.

Phil Clapp, President of the International Union of Cinemas stated that in order for these technologies to be effective within the industry, attention needed to be placed on marketing. In the case of the first Hobbit film, the use of high frame rates was not sufficiently promoted, leaving audiences to ‘find their way’, and as a result missed the opportunity to be marketed as the ‘Gold’ standard. He explained: “The audience response might have been mixed, but there were many examples of audience numbers increasing because of the technology, and we could charge a premium for the experience.” He added: “With another Hobbit on its way, and blockbusters like the next Avatar, we would be fools if we didn’t learn from ‘Hobbit one’ and market the upcoming films accordingly.”