With the success of The Hobbit and the first film to launch in high frame rate (HFR), what exactly is HFR? Why do moviegoers need yet another option at the Cineplex? These questions were all addressed recently during an HFR 3D promotional shoot, hosted by GDC Technology and Red Digital Cinema. Salvy Maleki, as lead producer and executive vice president at GDC Technology, was in need of original HFR footage to use in a promo to showcase GDC’s HFR Integrated Media Block (IMB), only to find that there was no content available to license. She took the initiative to organize a live-action, special effects shoot, shot in HFR 3D, to show off different frame rates, comparing 24 to 48 and 60 frames per second.