Rolf Silber
Veteran
According to the book anyways, after some tests with audiences, more people preferred 30 fps. The switch never happened, because movie theaters didn't want to replace their projectors.
The problem for cinemas and distributors was also that with 30 fps they'd have bigger rolls of film to transport. Just make the calculation what that would mean for a major distributor in increased load he has to pay for. For producers it meant more film stock to buy. 24 p all the time was only a compromise between how to achieve seemingly fluid movements for the human eyes with 24 p and a two shutter projector and the costs of shooting and transporting material.
24 p was a compromise that has become, over the years, an aesthetic convention. Fine. We can stick to it but we don't need to. People who shoot digital and still want film-look should care more about having a big sensor cam, the appropriate lighting, the right lenses and a very good grading (we added a tiny bit of "grain" to our last movies to make them appear more film-like).
There is one thing I for my part really hate to see going away and that is the actual look of material from a 16 or 35 mm negative. There are a lot of structural differences in the way the material reacts and then shines if you see your first print.
Having said this: It's a moment of sheer beauty one in most cases only shares with his DoP and the guys in the lab. Mass prints of a movie look distinctively worse. At least in my experience. Everything a question of overcoming the problems of delivery in film making - and that's where digital kicks in by preserving that better (at least in theory).
For people who really want to have "film look" there is only one solution in the end: Shoot film.