The Hobbit: From Print to the Screen and Back to Print…December 14, 2012
Before digital ever took its first breath, in 1937, J.R.R. Tolkien published The Hobbit to critical acclaim. And with the new release today of Director Peter Jackson’s movie version, it’s proof again that print is, even 75-year-old print, the springboard for today’s media. From apps to the web, from television to radio; print has embedded its image into many different forms of media, like fossils into stone. No other medium has had such an impact on communication.
The buzz The Hobbit is generating is palpable. The British magazine, Empire, has 5 different 3-D collectible covers, all $11.99 each. Rolling Stone dedicated an entire collector’s issue to the movie, also priced at $11.99 and so did Topix Media Lab, priced at $7.99. Entertainment Weekly has 4 different collector’s covers at $4.99 each. And Harpercollins has “The Hobbit: An Unexpected Journey,” which showcases art concepts designed by the film’s art directors, priced at $39.99.
While this is not a new phenomenon, it is a simple reminder that print was, is, and will continue to be the trampoline that other media uses to attain their heights of grandeur. Notice I did not say, “delusions of grandeur,” because most certainly there are no delusions that digital and its counterparts are successful in today’s world.
However, print integrated within that success is an important variable.
So as you watch the movie, take a look at what you can bring home, display on your coffee table and relive the adventure time and time again…