Hobbit Campaign Encourages Users To 3D Print Props

The Hobbit: The Desolation of Smaug will be in theaters in two weeks time, and Warner Brothers is throwing a tech curveball into their campaign to promote the movie: users will be able to download 3D-printing blueprints for the Key of Erebor, a prop that will feature in the film. Granted, 3D printers aren’t quite ubiquitous such that there will be tons of these keys floating around; nonetheless, there’s precedent for this type of campaign, as Ender’s Game announced last month that it will offer 3D-printer downloads of prop replicas. It’s a nifty move, but for the time being feels fairly niche.