The Hollywood Reporter (THR) released an article today I found very interesting. First of all I’ve been seeing lots of comments about how Avatar was only released again in China to recapture the box office throne, that is false. THR had this to say about the re-release:
James Cameron only found out a few days beforehand that Avatar would be rereleased March 12 in China in a move that pushed his 2009 science-fiction epic back into the highest-grossing-film-of-all-time slot, not adjusted for inflation.
The China Film Board first reached out to Cameron and Disney in March 2020 about the possibility of rereleasing some older films as a way of encouraging theatergoing in a period when new product from both Hollywood and Chinese studios has been scant. Cameron offered Avatar and Titanic, both of which had been produced by Fox and are now owned by Disney.
While I had previously read about the plan to release Avatar last year, it’s very interesting there was almost no advance notice of the film be re-released by even James Cameron himself. It also speaks volumes how Avatar, a film that is over 11 years old, can go to the front of the worlds largest movie market with no promotion and be the countries #1 film it’s first weekend.
“Sure, it’s nice to reclaim the No. 1 spot, but what the rerelease signifies is that a 12-year-old title with no advance notice could open at No. 1 in the marketplace.”
Jon said it best, this bodes very well for the future of the Avatar sequels, and says a lot about the power on the first movie over a decade after it’s release. The movie is amazing in 3D and I’m glad the people of China are getting a chance to see it in all it’s glory once again.
The official numbers in so far is Avatar made 23.9 million from Fri-Mon, with no new numbers being available past Monday. 6.2 million were from IMAX theaters, and all showings were in 3D. I am very excited to see what Avatar can do this coming weekend, and happy to share some information to clear up some misconceptions about it’s return to Chinese theaters.
To read the full article from THR-https://www.hollywoodreporter.com/heat-vision/how-avatar-reclaimed-its-global-box-office-crown