If anybody believes Gordon Gekko that "greed is good" it has to be James Cameron. As if $2.6 billion worldwide wasn't enough for the creator of Avatar, in an interview with USA Today, the box office master is looking to milk his biggest cows for everything they've got.
"The wildcard is that we might be re-releasing [Avatar] this fall. It's kind of gotten stomped out (in theaters) because of Alice in Wonderland. The word we're getting back from exhibitors is we probably left a couple of hundred million dollars on the table as a result."
"We're targeting spring of 2012 for the release (of a 3D version of Titanic), which is the 100 year anniversary of the sailing of the ship."
Avatar could be in theaters for an entire year and likely still rack in Top 10 box office returns on a weekly basis. Is this a case of Cameron getting his way, only days after losing Best Picture to The Hurt Locker? Or does he feel cheated by Disney's takeover of the IMAX market? Most of the finicky director's works are passion projects without a doubt, and letting go while there is still a demand for Avatar (and that aforementioned "money on the table") can't be easy.
The big news here seems to be the desire to add additional footage to what we saw during Avatar's historic main theatrical run. Could we finally get that Na'Vi sex scene that ran the fanboy gauntlet a short while back? At a recent press conference, IMAX CEO Richard Gelfond claimed Cameron had over 40 minutes of unused footage, but to use it all would surpass the maximum 170-minute runtime for an IMAX film.
Cameron seems to be gunning for an Avatar re-release that coincides with the release of the 3D Blu-Ray this fall. One of these moves will inevitably detract from the other, but the big money does all go to the same place in the end. If 3D home entertainment really does strike a chord with homeowners, Cameron will be the pioneer of a technological movement. It almost seems counter-productive to re-release in theaters what might be the defining film in the evolution of home video.
As for the Titanic re-release, it is a couple years away, but what kind of desire is there to experience the 1998 Oscar-winner for Best Picture again? I have no craving for a third dimension viewing of Leonardo DiCaprio's plunge into the icy abyss. Will you see Titanic in 3D if it gets re-released in 2012?
In the meantime, we'll keep you updated on the details of Avatar's re-release in theaters this Fall.
Source: USA Today