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| Scene from Avatar (2009) |
It all seems like a myth nowadays. How could there be an original story in a major Hollywood production that grossed $2.78 Billion (with a 'B')? In 2009, earning over the 10-digit threshold was a rarity made by enough films that you could count on one hand. In some ways, that is what Avatar represented ultimately at the box office when it premiered on this date 10 years ago. It was a film that promised a new kind of spectacle, where motion-capture and 3D technology could be used to create a world of awe for audiences, creating the new essential for a theatrical experience. Yes, to wade through the majestic world is known as Pandora is to see the capabilities of computer technology to create fascinating landscapes where everything down to the moss growing on a tree feels thought out for hours and days. It was the spectacle that forced audiences to return in droves week after week.
And yet the world it promised would not amount to much. At some point following the film's release, director James Cameron declared that he would only be making Avatar movies for the rest of his career. It is 2019 and amid many deadlines not met the joke has become that these films will never get made. Is it to blame for why the film feels like such an anomaly nowadays? Kind of. The film was released in the wake of Marvel starting their cinematic universe and surging ticket prices made the road to a billion dollars easier (Disney has seven films this year that have achieved that goal this year so far). It could skid by so long on merchandise, popping up on the front page of Disney+ on release day as this weird reminder that the studio that made it (Fox) no longer exists. To complete the irony, Avengers: Endgame became the highest-grossing movie of all time just a few months prior. However, its status as the phenomenon that changed the world has been reduced to a fad, and one not entirely earned. As the joke goes, it's the most popular movie that nobody remembers, and that's a bit of a bummer.
