'If the 'Avatar' films cease to be regarded by the audience as special, the series could become just one more bombastic, dramatically thin thrill-ride franchise in an endless sea of them.'
But is he? Let’s not fool ourselves: The bean counting has always been a driving dimension of the “Avatar” brand. It’s been the measure of Cameron’s ambition for it — that this was going to be a franchise that transcended all others, that lived in in its own heightened realm, that had the kind of mythological hold on audiences that George Lucas did after the first three “Star Wars” movies.of “Avatar” was always going to be integral to all that.
“Avatar,” however, set the stakes high. The 3D “revolution,” which was essentially a way for the film industry to artificially jack up revenues by giving movies the “added value” of an “extra” dimension, had turned out to be a mostly annoying quasi-sham that viewers were already growing tired of. “Avatar,” with its breathtaking technological advances, gave 3D a shot in the arm. Yet I think it soon became clear that the movie, for all its bravura, was a spectacular anomaly.
that for “The Way of Water” to break even, it needs to become one of the three or four top-grossing movies of all time. Good of him to admit it, yet there’s still an undaunted hubris driving that observation. He was saying, implicitly, “I know it will be.” Profit, loss, investment, payoff: All of that matters. But Cameron’s swing-for-the-fences strategy also relates to whether the “Avatar” movies actuallyWe already have a movie culture that’s drowning in imagistic sensation and action overload.
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