How has the film been exhibited to attract the UK audience? - AVATAR

There are 449 3D capable digital screens in the UK and in 2009 Avatar was screened on every single one. It was screened on all 642 digital screens in the UK as of 2009. This is an example of how Avatar has used recent developments in technology to its advantage when exhibiting it to audiences in the UK. It has meant that audience experiences are much more immersive and it increases their expectations of what 3D is.





Inside IMAX Cinema, London

 

Avatar targeted audiences by its revolutionary 3D features. Up until this point 3D had not been of high standards and it was not necessarily the 'must do' part of the cinema experience. Therefore, James Cameron and co. have used technological convergence to exceed the previous standards, by making the content much more interactive and immersive. This helped in targeting the audience as it is a convenient and simple way for audiences to consume the film.

They also aim to hook audiences with staggered DVD release dates. This builds up the must own atmosphere around the film. But not only were the dates staggered but there are three different dvd releases.

1. 2D version, no extras included, released on Earth Day
2. 2D version, 'Ultimate Edition', with extras (deleted scenes, etc.)
3. 3D version



Avatar in 3D vision



The aim of the three different release dates is to keep audiences interested in the brand and to urge them to build brand loyalty.

Not only has it been revolutionary for audiences, but it has helped the film industry in combatting the problem of piracy. Due to the proliferation of hardware and content, it has meant that it is much easier for audiences to pirate films and this has cost the british film industry. However, as the 3D incorporated in Avatar is newly developed, there are few people with the knowledge to pirate the film.

The 4 different DVD covers

 

Avatar was franchised by 20th Century Fox and they were in charge of production, distribution and exhibition. Their company exhibited the film on DVD in the UK. This helps with the exhibition process because it is a form of vertical integration which allows them to use their back catalogue of experience and expertise in other areas to draw audiences in and gain more revenue.

Limited Edition Blu Ray release

The exhibition of Avatar worked in close synergy with the marketing campaign because it was made to be the event film at all the cinemas no matter what location. Even though the target audience for the film is mainly young adult males, the film has been shown across the nation in all locations because the makers can draw on different aspects to appeal to a wide spread of demographics, such as families and women.