Microsoft Lets Fans 3D-Print Actual Props From The Hobbit

Microsoft Lets Fans 3D-Print Actual Props From The Hobbit

Warner Bros partnered with Microsoft for a new consumer experience that brings film memorabilia home.

Ryan Gerhardt
  • 4 december 2013

Nearly anything can be 3D-printed these days. And now, it’s coming to a theater near you.

To help promote the release of the second installment in the Tolkien Hobbit series, The Hobbit: The Desolation of Smaug, Warner Bros has teamed up with Microsoft Advertising to offer fans the ability to 3D-print an integral piece of movie memorabilia, bringing the film to life.

As part of the promotion, fans will be able to download a blueprint for the ‘Key to Erebor’ – an important artifact to the film’s plot – that can be connected to any 3D printer through Microsoft’s in-App creative to produce individual collectibles at home. The blueprint will be available for download on December 13, which is the day the film is released.


According to Owen Sagness, general manager for Microsoft Advertising and Online UK, the promotion aims to “provide a genuinely valuable and unique experience that puts the consumer first, while continuing to deliver for the client and push the boundaries of what is creatively possible using new technology.”

In addition to the key blueprint, the campaign – running on Microsoft platforms MSN, Xbox 360, and Windows 8 – provides deeper insight into the Hobbit series with information about key characters, movie events and artifacts, actor bios, behind-the-scenes footage, downloadable images, and links to watch The Hobbit: An Unexpected Journey.

By providing users with new, exclusive content, the campaign hopes to drive consumers to the film’s website in an effort to increase ticket sales.

Microsoft // The Hobbit: The Desolation of Smaug

Sources: The Drum

Images: Total Film, The Drum


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