After single-handedly creating a 3D bubble with Avatar, James Cameron is trying to fill it. Since Avatar was released last year, the universe of available 3D screens has doubled internationally. That's a lot of seats to fill.
So Cameron's Avatar, already the highest grossing movie of all time, is being re-released today.
The marketing angle for the re-release, aimed at filling some of those seats in the over-built world of 3D theaters, is nine -- yes, nine -- previously unseen minutes of film, picked up from the cutting room floor.
Avatar fans will see their beloved Na'vis mourn the death of a fallen warrior in a "big, emotional scene" that Cameron claims is the best CG he's done. (Like Jesus, Cameron has saved his best wine for last.)
We're also promised a "rousing action-adventure, pulse-pounding" hunting sequence.
Following the re-release today, an extended Avatar DVD will be released in November that includes the new footage, plus an "alternate reality version" of the film that is 16 minutes longer than the original.
Cameron says it will be a long time before there is an Avatar sequel -- if we're lucky, it will be a very long time -- but, apparently, Cameron will be able to find plenty of scraps to keep Avatar fans on the hook during the long wait.
The success of Avatar is a sign of the times. It tells us more about ourselves and the world we live in now than about whether Avatar is a particularly good film, or even a particularly entertaining one.
Escapist movies do well in hard times. And the times these days are hard enough to require exceptionally escapist movies. Avatar fills the bill. More than anything else, it's a movie about escaping from the reality of the human condition.
Sadly, it's not a good movie to boot. In fact, Avatar is a very bad film. The story, dialogue, art, characters, sound and music are all trite. It’s even weak in the one area you’d expect a 3D film to deliver: retinal pressure and the sensation of movement. There’s not enough subjective viewpoint to suck the viewer into the action and provide real thrills.
Worst of all, Avatar consciously tries to rise to the level of myth, but can’t quite make it. That’s what happens when a film maker succumbs to the idea he can create myths rather than channel them. In a medium that lends itself to metaphor, Avatar is remarkably without characters, scenes or images that point to anything beyond themselves. Cameron's images, like his film, are, essentially, meaningless.
Maybe the times are too hard for films that synthesize real experience. Maybe Hollywood can't afford to support producers and directors who engage the world as artists. Maybe the market will only support escapist spectaculars that distract us from the real world.
Avatar is a significant motion picture event. It was designed to revive a floundering industry by providing a 3D experience that can’t be matched by television or DVDs. Its release was accompanied by the kind of marketing campaign you’d expect for a film that took over 10 years and a few hundred million dollars to produce. The industry is betting it will be the first of many 3D blockbusters that will be cranked out over the next couple of years. The theaters and seats are waiting. And Cameron has set the bar low enough that Avatar might represent the future of the industry.
That's a pity, because Cameron has done much better in the past. In Avatar, the 3D technology Cameron pursued so faithfully and so completely was just frittered away.
In his best film, T2, Cameron resolved the age-old conflict between human beings and machines by uniting the best of humans and the best of machines in Schwarzenegger's cyborg.
In T2's Wagnerian finale, the cyborg sacrifices himself to save the human race by following his evil counterpart into the caldron to make sure that the last remnant of the mad scientist's work, the computer chip inside the cyborg's own head, is destroyed. As the cyborg prepares to enter the flames, Cameron uses a series of close-ups to create a beautiful and unforgettable portrait of the cyborg. Half of the face is human, the other half, where the skin has been torn away to reveal the gleaming metal armor underneath, is machine.
But, in Avatar, Cameron rejects humanity to pursue a comic book vision of nature in revolt against man and his efforts to subdue it.
To his credit, Cameron has always sided with men and women who oppose the cynical exploitation of people and nature by corporations. But that's a theme he developed far more successfully years ago in Aliens (1986) and in The Abyss (1989), although Cameron's efforts along those lines never approached the movie Avatar rips off most blatantly, Roland Joffe's moving and historically accurate film, The Mission (1986).
Cameron's reprise of The Mission is pure escapism that offers his audience the temporary and vicarious thrill of watching alien natives defeat well-armed corporate mercenaries.
Ultimately, films exist as memories. I saw Avatar twice when it was first released, once in digital 3D and once in IMAX 3D. I don't vividly remember a single image from the film.
Maybe that's the key to a successful re-release. If you don't remember a film at all, it makes sense to see it again. In the inside out, upside down world of pop culture, the most forgettable films will have the longest lives. Viewers will watch them again and again, as though they're seeing them for the very first time.