The great Avatar ripoff

This column was originally published in the Central Western Daily on Tuesday 23rd March 2010.

James Cameron’s Avatar, winner of 3 Oscars at this year’s Academy Awards and now the highest grossing feature of all time, will hit Australian retail shelves on 29th April. Unfortunately for consumers, the blu-ray and DVD editions will consist of the 2D version of the movie only with absolutely no extra features. This sort of release is known in the industry as a “vanilla” edition.

Vanilla editions are extremely common within the film industry, especially for budget releases and older features. A film distributor may not feel that they will sell enough copies to warrant the expense of sourcing or producing extra features. For films produced prior to the eighties and the invention of VHS, there may literally be no existing footage or promotional material surviving. Of course, this is not always the rule, as the recently released deluxe editions of Gone with the Wind and The Wizard of Oz include hours of commentaries, documentaries and featurettes.

In the case of Avatar, the initial release of the film as a vanilla edition is simply a cash grab by 20th Century Fox.  With the movie having only just departed cinemas and the Oscars buzz still around, why not sell as many vanilla editions as possible to an unsuspecting public who are desperate to see the film again?

In their defence, the film company will probably argue that the general public isn’t really interested in extra features and just want the movie. However, with its ground breaking motion capture technology and virtual camera system which may (or may not) change filmmaking forever, surely one of the most interesting aspects of Avatar as a motion picture must be its production.

What Fox may not want you to know is that a reissue of Avatar in 3D in cinemas is in the works for later this year. The reissue may include extra scenes not seen in the initial release. This will be followed by a Deluxe Collector’s Edition on DVD and blu-ray in November, which will be laden with extras.

So far, there has been no mention of a 3D DVD or blu-ray release. The technology is already available for this to occur. Coraline, My Bloody Valentine, The Final Destination and Journey to the Center of the Earth all have received home 3D DVD and blu-ray releases, albeit with anaglyph (red/blue lens) technology. This style of 3D is inferior to the polarized lens system found in cinemas but is the only viable and affordable home option until 3D television hits our shores over the next few years (and it will be very expensive initially).

To be fair, Avatar is a feast for the eyes and a milestone in modern filmmaking. It represented a huge financial risk for James Cameron and 20th Century Fox, and thanks to the huge box office receipts worldwide, will be extremely profitable for all involved. However, the fact that it was incredibly expensive to make does not justify the contempt that is being shown to movie fans with its money grabbing marketing plan.

It most likely doesn’t end with Avatar either. Cinema chains across the UK were recently in dispute with Disney over its plans to decrease the timeframe between Alice in Wonderland’s cinema and DVD release from 17 to 12 weeks. Expect Alice to be on your local retailer shelves by June, hopefully in a Super Mega 3D Limited Double Disc Collector’s Edition.

Published in: on March 23, 2010 at 11:09  Leave a Comment  
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