Smaug Destroy Lake Town – John HoweLAS VEGAS – One year ago the first significant screening of footage from “The Hobbit,” made its debut in Las Vegas and at 48 fps. Warner Bros. hoped to wow media and convince cinema owners to upgrade technology. There was a significant mixed reaction from the media and screeners but $1 billion later, nobody seems at all worried and word out of Vegas is, those in the cinema business can’t wait to get another Jackson movie.
But, Warner Bros. has a lineup of loaded films for 2013 and “The Hobbit: Desolation of Smaug” is only a part. Three big time directors were also on hand to introduce their films. Guillermo del Toro, co-writer on “The Hobbit” films was there to introduce “Pacific Rim,” the film he eventually made after historical and monumental delays on the Middle-earth production forced him to leave the project. Zach Snyder was at CinemaCon as director of “Man of Steel,” and Todd Philips for “Hangover 3.” Stockholders must be ecstatic. Snyder is hoping to do with WB’s Superman franchise what Christopher Nolan has done for the company with its Batman flagship. Nolan is a producer on the project.
Variety said the following about “The Hobbit.”
““The Hobbit” director Peter Jackson also appeared in a video with a few brief clips from the “Desolation of Smaug” with Evangeline Lilly and Orlando Bloom appearing.
Jackson’s matter-of-fact presentation was in sharp contrast with last year’s CinemaCon event when WB’s presentation — including 10 minutes of “The Hobbit: An Unexpected Journey” — generated a mixed reaction over the pic’s 48 frames-per-second format.”
Welcome Ringers to the latest installment of our LIVE show TORn TUESDAY, with host Clifford “Quickbeam” Broadway. Today’s show will investigate and celebrate the community building effort that was the #votebilbo campaign that lit the fires of Tolkien fandom around the globe. You can pop into our Barliman’s Chat Room that is built-into our Live Event page here, bring your questions and comments during our webcast! The fun begins at approx 5:00pm Pacific Daylight Time right here — we’ll see you there! Follow Cliff on Twitter at @Quickbeam2000!
There once was a little hashtag looking for a cause. Over the past eleven days, #VoteBilbo became a lightning rod of attention and excitement among Ringer fans the world over. In the words of another reporter: “it went beyond viral.” A resounding victory was pulled off by the unlikeliest fandom — an unorthodox lovefest — for an unexpected little hero. Here’s the story of how TheOneRing.net galvanized a remarkable fan audience to achieve a sweet victory!
It started when this year’s MTV Movie Awards announced their vote-in contest for the category “Best Hero” — allowing Instagram and Twitter users to employ hashtags like #VoteIronMan or #VoteHulk — and especially of interest to this phenomenon #VoteBilbo. A few days actually went by without us even noticing there was a contest. Over Easter weekend the staff of TheOneRing.net was working to deliver a great presentation before packed crowds (many hundreds in the standing-room-only hall) at WonderCon, happening right on the tail of a very successful April Fool’s Day prank — so no wonder we were looking elsewhere.
TheOneRing.net first brought attention to the contest on April 3rd with this tweet:
We saw that Kristen Stewart’s character Snow White (from that hunky HUNTSMAN movie) had a stunning 13,556 votes, far more than the other nominees… while poor Mr. Baggins was in very last place with only 226 votes. A pathetic showing that would have me old Gaffer shaking his head in shame.
By using Twitter to muster our troops, within a mere 24 hours we saw a mighty surge of thousands of votes — yes THOUSANDS — and it kept going strong from there. We hit the Twitterverse so hard that #VoteBilbo started trending, everyone outside of our community actually picked up on it, K.Stew quickly lost her lead (causing her fanbase to respond), and thus “The Great Battle of the Fandoms” was in full swing.
We realized that TWILIGHT: BREAKING DAWN fans were supporting their chosen actress, *not* the character she portrayed, a bit of irony not lost on us. The category “Best Hero” did not really mean “Best Actress You’re A Fan Of From Another Franchise Because You Didn’t Really Watch This Movie.” Their rigorous support for the actress rather than the character made the whole contest a bit of a sham, in that context. Rather unfair, in this Ent’s personal opinion, that a true statement of how we regard our heroes was being skewed so badly. Undoubtedly Twi-hards have been a huge segment of MTV’s target audience, and plenty of naysayers told us that we didn’t have a chance to tip the scales. We were glad to have a challenge: a task to show what genuine fan-love of a heroic character really looks like, with numbers not seen since the Muster of Rohan!
The meteoric trending of #VoteBilbo caught everyone’s attention. Warner Bros. Pictures officially supported the effort with this missive from their Twitter account ‘TheHobbitMovie’ on April 5th, which spurred tens of thousands of new votes:
Our burglar, Bilbo Baggins, is nominated for Best Hero atthe 2013 MTV Movie
The other nominees were floundering: Batman and Catwoman were left in the dust of a deserted Gotham City as Bilbo VS. Snow White became a runaway viral showdown. But the numbers were not quite right. Certain fake Twitter accounts (spam-style “bots”) were discovered processing blank-except-for-the-hashtag #VoteSnowWhite tweets, but they were reported and shut down. Our support for Mr. Baggins was quite organic, and the funny thing was that votes were not coming from some hardcore group of Martin Freeman supporters, though they exist, but rather from Tolkien-lovers who really wanted to make a true statement about Bilbo Baggins.
April 6th proved to be a huge day! The media-watch group WHO TRENDED IT? posted this tweet on April 6th, giving TORn proper credit:
Guess what ! #votebilbo trending in the US ? @theoneringnet did it ! Now, that’s badass. Even as a cold hearted robot, I’m impressed.
Then our friend Emil Johansson at the LOTRProject Blog gave us something masterful: he launched a special page to show statistics of the voting and how it changed in real-time. He tweeted this:
Within his wonderful vote-tracker page we could see exactly what was going on, relative to the timing of our announcements on TheOneRing.net (and our Facebook timeline and Twitter, of course). When there was doubt our votes were less than stellar, we rallied again!
Stars from the LOTR Film Trilogy and even newer actors from THE HOBBIT: AN UNEXPECTED JOURNEY jumped on board! Their timing was perfect — and because these actors are actually paying attention to what fans are saying on Twitter, it felt like a genuine grassroots effort was brewing. We had tweets from Dominic Monaghan (Meriadoc Brandybuck) and Dean O’Gorman (the dwarf Fili) on the same day Evangeline Lilly (upcoming new character Tauriel) retweeted our comments — pleased as we were to ultimately learn that retweets counted as full votes!):
More ambitious creative folks within our Ringer ranks started posting videos designed to bring a smile to your face as well as playfully jab at Bella Swan — and MTV reported on it, realizing that the race was getting quite aggressive between the two camps. ‘If you liked it then you shoulda put a Ring on it’ had a whole new meaning with Speigel Ei’s Vimeo clip:
“HOBBIT fans went straight for the gut of Team #VoteSnowWhite,
who have to watch as several of the characters from Middle-earth court
Kristen Stewart to their side over Edward Cullen,” declared the MTV blog, and we realized this was indeed a chance to show our resplendent fandom in a unique way. The fact that we have been in love with Tolkien’s HOBBIT characters for 75 years since the book was first published supported the sky-high numbers of votes.
HUNDREDS OF THOUSANDS OF VOTES POURED IN DAILY. When the final weekend of the Awards telecast began on April 13th, we broke 1 million votes. K.Stew voters were trying to keep up; sometimes we crossed above or below their high-end total. Fans started to create one-click Twitter vote buttons, and we supplied a host of #VOTEBILBO avatars and funny images to become viral memes. Fans started creating their own images (with familiar LOLcat fonts) and sharing them.
Our lovely lady friends Kili and Fili from our HAPPY HOBBIT video channel did a fun little P.S.A. style announcement asking Ringers to bring their votes to bear! We were really building momentum as a community. There was more spirited fun to be had with this contest than we first suspected!
Did we have crossover from other fantasy fans? You betcha! *wink* GAME OF THRONES featured our very own Sean Bean (Boromir) in the first season and of course it was appropriate for him to support his halfling friend.
We were not just sending empty or meaningless tweets with a hashtag in place — we wanted to make this relevant. In an effort to really bring our feelings and honest passion to the center stage, TORn decided to host a concentrated “Tweet Quest” on Sunday April 14th, the day of the MTV Movie Awards. During a tightly-concentrated 1-hour block, and then another encore 1-hour, we asked Ringers to declare why Bilbo should be named ‘Best Hero.’ So we put forward the call to arms.
Boy oh boy, did they respond with a flood of hobbity lovin’!
Fans declared things that mattered to us, that mattered to readers, and as lovers of Tolkien we could certainly relate: “#VoteBilbo because he was the one person who willingly let the Ring go, when no one else could,” was my personal favorite sentiment. We have an audience that included older-generation folks who had never used Twitter, so we gave quick and easy instructions to help guide our friends toward their goal. We provided everything we could — and most importantly we gave this effort true SPIRIT.
It was a phenomenal success. In the end the final tally was:
Giving our furry-footed reluctant adventurer a lead of well over 100,000 to claim the win! Although MTV broadcast the announcement of the winner as a throw-away commercial bumper for Axe body spray (indeed it was shown offstage, not really part of the “actual ceremony”), and although no cast member from THE HOBBIT film was present to receive the award, we here at TheOneRing.net were entirely thrilled to have succeeded with a kind of social networking wizardry that was fueled by you, dear readers.
Such a long way to go from only 226 votes! Such an outpouring of love!
One of our volunteer staffers, Magpie, had this to say: “It was like a flash mob. We did it for us (Wedefined as the greater Tolkien fan community with TORn functioning a major player in focusing that fan community). It was a community campaign that was an event in itself.”
Staffer Justin who produces our Live webcasts and our weekly show TORn TUESDAY had this to say: “Over 27,000 Bilbo pictures on
Instagram in one week! Take a look at all the comments and tweets we got, there is something for everyone to run with. Thank you all for making #votebilbo happen. I received several messages at the beginning saying I was ‘crazy’ and it was ‘Folly against Twi-hards,’ ‘Who cares about MTV,’ and ‘What’s the point of a stupid teenage online popularity contest?’ But this is why fans love being fans. Achieving something together. To Prove Their Quality.”
And that, my friends, is indeed the feeling I have at the end of the day. That we have stood up with a flag of unity once again. That we have proven our quality of thinking creatively and acting with great energy! It feels like it was months in the making but it happened over such a very short length of time (making it the more surprising).
The love that brings us together is our love of J.R.R. Tolkien and his works are evergreen. No separation of older to younger generations or access to technology can slant that. The truth will out!
Hulk sad. Too bad.
Batman gave up the ghost. Because we are the most.
Iron Man clad in shame. Shoulda played his own game.
Catwoman felt an itchy pox. Put kitty back in her smelly box.
Snow White drifted. Twi-hards were sifted (out).
But #BilbotheHero wins the day! We wouldn’t have it any other way.
Much too hasty,
Quickbeam
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Follow Cliff “Quickbeam” Broadway on Twitter: @quickbeam2000
There are yet more ways to buy “The Hobbit: An Unexpected Journey,” including downloading it. In what is called the Xbox SmartGlass Exclusive, thanks to spy TheSilentSon we have a feature to share showcasing Thorin (Richard Armitage), Fili (Dean O’Gorman) and Kili (Aiden Turner) that talks about the relationship of the three in the subtext of the film. This is clearly behind-the-scenes content from the same people who are bringing us production diaries from Pellerin Multimedia. It spells out the Dwarven lineage as written by J.R.R. Tolkien and has some great making-of shots as well as snippets of interviews. And, if you haven’t put it together yet, these are likely the hottest of the hot dwarves. While the Xbox stuff obviously is tied in with HBO (I see you John Snow) and a commercial push, it isn’t completely clear how viewers could download the film. Feel free to alert Microsoft to send us further info (and, as an Xbox owner, I just might give it a whirl and report back.) In the meantime, fans will really enjoy all three minutes and six seconds of this feature.
Several good Tolkienites have written in to tell us about a podcast involving Sylvester McCoy (Radagast – of course) and Aaron Eckhart (Harvey Dent). McCoy discusses his involvement in further “Hobbit” installments. Hedgehogs also come up. Give it a listen right about here.
The new Gollum in The Hobbit is technologically updated from the LOTR trilogy.Our own staffer Justin brought this excellent chat between Stuff magazine and Weta Digital’s Joe Letteri to light. Letteri discusses some of “The Hobbit: An Unexpected Journey” and the challenges of shooting in 3D at 48 fps, but he also has some interesting things to say about Smaug.
Letteri on Smaug: “Really, we could’ve done Smaug in the traditional way – just ask Benedict Cumberbatch to come into a voice booth and record his dialogue, and do everything entirely with keyframe animation. But when we record what Benedict’s body is doing, it frees him up to give us some idea of the physicality and intimate the poses, so that what he’s got on his mind can come through in how he’s performing it – and we’ll take that and extend it into what we do with the dragon.”
Letteri on revisiting Gollum: “I don’t think so – it’s not something that Peter’s ever indicated that he was interested in doing, and for my mind I’m happy to just have the film be finished as a film. We were lucky to be able to come back and do Gollum now with what we know ten years later – we have the best of both worlds, we can do that in new scenes. But even if that hadn’t been the case, I’m inclined to say a film exists in and of its time – and if you want to see something new, go and make a new film.”
You can read the rest of the excellent article right here!
