It may not have taken home a lot of Oscar gold, but many might argue that the jangly coins in Avatar’s pocket might mean a lot more to Fox and James Cameron. But despite the massive success they’ve enjoyed in theaters, Cameron and Fox want a little more of your hard earned cash.
They noticed that the demand in digital 3D immediately went up when the IMAX run was up. They’re concerned that giving up their screens to Alice in Wonderland may have cost them, in Cameron’s words, “a couple hundred million dollars.” They know people will eat up more Avatar. So they’re planning a summer re-release.
According to The Hollywood Reporter, discussions are underway to bring the film back this summer with additional footage. Cameron feels that he was forced to rush the film into theaters to make its December 18 date, and had to leave too many scenes on the cutting room floor.
There’s actually some debate as to how much extra footage there is — Cameron claims there’s about 10 to 12 minutes of scenes that he could toss right back into the film, whereas IMAX CEO Richard Gelfond claims there’s 40 extra minutes. However, an IMAX analog theater can’t handle a film over 170 minutes, so even if Cameron has 40 minutes of unused footage, he can only add 10 or 12 to come in under the IMAX limitations.
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