'The Hobbit: An Unexpected Journey' & HFR 3D: Film Ushers In New Technology

If "The Hobbit: An Unexpected Journey" didn't already have enough hype, it just got a little more.

Commercials that aired this week for the film promote it being shown in a variety of platforms: RealD 3D, IMAX 3D, and High Frame Rate, technology that makes 'The Hobbit' the first movie to screen in 48 frames per second. Traditional frame rate is 24 frames per second.

With the commercials announcing advance ticket sales with the HFR, it will start to become public which theaters are adapting the technology and how it is being received.

The choice to offer the film in this capacity was not a universally celebrated one. Some audiences have complained about the visuals that HFR offers. "My experience with 48 frames ‑‑ and I've seen hours and hours and hours of it, obviously ‑‑ is that it's something that becomes a real joy to watch, but it takes you a while," Peter Jackson, director of "The Hobbit," told HuffPost.

The hate-it or love-it aspect of the technology motivated Warner Bros. to limit the HRF release of the film. "The Hobbit: An Unexpected Journey" is set to release December 14.

For more, head over to /Film.