How has the film been exhibited to attract the UK audience?
Ownership - exhibited on DVD by: 20th Century Fox Home entertainment (UK DVD and Blu-Ray) - Vertical Integration as it was franchised by 20th Century Fox
Technological Convergence - Blu Ray DVD release, 3D Bravia TVs,
Cross media convergence and synergy - Marketing campaign helped to create the sense of an event film, making it the main screening at the cinemas
Proliferation of hardware and content - Combats piracy due to the new 3D technology which isn't very available at the moment.
Audience Consumption - Immersive experience (3D and 4D), Changing expectations of what 3D should be like
Targeting Audiences - Staggered Cinema and DVD release dates
- Released as TBTR in UK, Germany and France, but rebranded "Pirate Radio" in the US
- 135 minutes long in UK, 116 minutes in US
- Released 1st April 2009 in UK, 13th November in US
- British box office - £6.1 million in first 12 weeks
- American Box office - <$3 million in first weekend
3 Different DVD Releases:
- 2D, no extras (deleted scenes, etc.) released on Earth Day
- Ultimate Edition with included extras
- 3D DVD
NB: Extended Collector's Edition (three different versions of the film)
IMAX Release - "still aren't enough digital 3D screens around to give Avatar the platform Cameron and Fox want"
Development of 3D - "main driver for the adoption of digital cinema systems in movie theatres"
Technological Convergence, Audience consumption and Recent technologies
Released in cinema as 2D, RealD 3D, Dolby 3D, XpanD 3D, IMAX 3D and 4D
Recent technologies and proliferation of hardware and content
Fights piracy due to the revolutionary 3D technology that no-one else can get their hands on at the time.
