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Avatar Day Worked Well, Right?

Published August 23, 2009 in Movie News
By Ryan Parsons | Image property of 20th Century Fox, Variety
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Though it's still hard to tell whether or not the Avatar trailer (seen here) made the splash it was supposed to, Fox had a backup plan with Avatar Day. So did the extended clip in IMAX find the fanbase Fox was hoping for?

Avatar Day

Sixteen minutes of Avatar was shown in select IMAX theaters on Friday and, though some claim the theaters weren't even full, the expected result was supposed to do two things. The studio was first hoping to get word of mouth running from the screening and an active fanbase. Second, Fox is hoping to convince other theaters to install more 3D screens in order to support the film's distribution. Just in case you haven't heard, the film is supposed to feature "revolutionary" 3D. Mixing live-action and CGI on a massive scale, it should be interesting to see how the next dimension works out with this one.

Either way, the response to the screening will likely be much better than the response to the trailer; which has been extremely mixed. Showing such an extended clip for Avatar is a risk for sure, but Fox and Cameron thought it was one worth taking.

"Jim Cameron's use of technology is groundbreaking. He's created the most immersive 3-D experience yet, leaving preview audiences around the world wanting more," said Fox senior VP of distribution Chris Aronson, who intro'd the Avatar clip at the Bridge Imax screening in West L.A. on Friday.

Avatar opens to theaters on December 18th.

For the poster, still and the latest updates, go to the Avatar Movie Page.

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Ryan Parsons
Sources: Image property of 20th Century Fox, Variety

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