The Hollywood Reporter, in an article called IBC Wrap: “We Would Be Fools if We Didn’t Learn From ‘The Hobbit’”:
Audience reaction to Hollywood’s first high frame rate movie, The Hobbit: An Unexpected Journey was decidedly mixed, but frame rates—along with higher resolution, laser light, immersive sound and second screen experiences were very much on the minds of digital cinema leaders last week at the International Broadcasters Convention.
Audiences didn’t like it, so let’s keep talking about it, and other crap that isn’t movies.
“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,” [Phil Clapp, president of the International Union of Cinemas] said.
So apparently, what we’d be “fools if we didn’t learn from The Hobbit” is that we can charge more money for stuff people don’t actually like.