IMAX showing a 16-minute first-look at 'Avatar'

By Sarah Sluis

In an unusual but not unprecedented move, a 16-minute sizzle reel of Avatar footage will be shown in over 100 IMAX theatres next Friday, August 21. A similar, slightly longer reel was recently shown at Comic-Con in San Diego. While originally 20th Century Fox's plan was "Show up, and we'll show you the clips," they have wised up to the potential crowds, and opted for an Internet-based clicking contest. Tickets will be given away at 3pm EST Monday, August 17th to the fastest clickers.

Why would a studio give away so much footage? From one perspective, it clearly shows they're confident about Avatar. I also suspect that this is a move to combat studio fears about having a big-budget movie that's not based on a "pre-sold" title. There was no Avatar comic book, best-selling novel, historical event, or television show. The idea is unproven, and people often don't want to risk the unfamiliar. Teased with sixteen minutes of Avatar, people will start talking more about the premise. Maybe part of the surprise will fade, but more people will be interested in seeing the film. It's a double-edged sword. I love the buzz and anticipation that comes before seeing a much-hyped movie, but when it fails to deliver, I'm more disappointed at seeing a "good" movie that was supposed to have been "great." Going into a film assuming it will be horrible, or a straight-up genre picture, can often make you appreciate the ways it has gone above and beyond your minimal expectations. While I hope to catch a glimpse of some Avatar footage before its release, for me, the pre-sold aspect of this movie is writer/director/producer James Cameron. I loved Terminator, Aliens and Titanic. Cameron's movies have connected with fans, who see them again and again, and most people in America have seen these films, no small feat. That he was able to achieve success with both a historic romance/disaster and sci-fi action films makes me respect him even more. 20th Century Fox will release the film during the winter movie season, December 18, 2009, so hopes are high that Cameron can deliver an unforgettable film that will become part of our cultural shorthand.