Avatar Coming Back To Theaters...Yes, Again

Jul 9 2010, 11:40am CDT | by Mark Raby

Avatar is returning to the silver screen, even though it has already been screened around the country for months on end and the movie has already been released to home video.
A new "special edition" of Avatar will be shown in theaters beginning August 27th, with 8 minutes of previously unseen footage. The question is whether or not that will be enough to make people pay as much as $20 to see it in IMAX again, or to make people who never saw it actually want to see it.

The new screening will be limited to 3D theaters. The reasoning behind the re-release is that director James Cameron feels the movie was prematurely cut off from 3D screens during its initial release, because almost every IMAX 3D theater had a contractual obligation to begin airing Alice in Wonderland on March 5th.

Regardless of that "premature" cut-off point, 3 months after Avatar first premiered, the movie managed to pull in more than three quarters of a billion dollars in box office revenue, a record that absolutely stomped on the previous top-seller (Titanic, another James Cameron flick).

Cameron also iterated that because 3D is becoming such an important movement right now, those who didn't appreciate Avatar at the time might want to see what triggered all this 3D excitement.

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Mark Raby
Based in New York City, Mark follows the consumer electronics industry like a hawk. A published book author, he has a particular affinity for 3D technology and video games, and as such will surely be in the market for a new pair of glasses soon. Mark can be contacted directly at mark@i4u.com.