With the 1952 opening of This Is Cinerama!, the first film in history to be presented in the three-strip Cinerama process, ads boasted that audiences would see something bold and revolutionary. When The Robe opened in 1953, 20th Century Fox announced it was the first film shot in CinemaScope. And when a film today is presented in IMAX or IMAX 3D, ads always explain that. So why is Warner Bros. hiding the fact that Peter Jackson‘s The Hobbit is the first pic in history to be shot and shown in the historic 48 frame-per-second process?

The Hobbit billboard sitting on Sunset above Book Soup — Saturday, 10.27, 11:45 am.