@ultrakaiju: Actually, sitting through The Hobbit was easier than you'd think. Right away from the start your eyes will adjust to what you'll think is white and your brain is fooled. Even when I grabbed that screenshot it was only first when I compared it to the trailer that I really saw the difference. That's also probably why I didn't notice it in the cinema.
With FOTR it was another thing though since it was applied a bit heavier.