Avatar Preview

Well, finally we get to see a preview and trailor of the long awaited and anticipated next movie of James Cameron - 'Avatar'. Friday 21st August was 'Avatar Day' all over the world, first with the release of exclusive trailer online which only gave avid viewers a taste of things to come and then came the industry first of a 15 min preview made up of 7 scenes from the first half of the film.

The special free presentation to the select few was presented in full 3D and only in digital and the large format IMAX theatres, giving those fortunate or savvy enough to get hold of tickets a super charged look at Cameron's first film since the all conquering 'Titanic' of 1997.

The presentation was professionally organised and came together smoothly I wish I could say the same about Cineworld Cinemas, the Birmingham one is staffed and managed by employees who no clue of what's happening in their place of work and the importance of the event. I've been to several regular film shows there when have been able to assist me with basic screening information and where the management is unprofessional at best and downright incompetent at worse.

The footage, or data, shown was just tremendous, crisp, clear, new and very slick. The much talked about CGI and live action combination looked fantastic, the gaudy colour scheme won't be to everyone's taste but at least its different and will stand out from the crowd. And let's put to rest all those views of whether the SPX is photo-realistic, well it shouldn't need to be. It is after all a sci-fi fantasy film set in the future and besides no film is 'real'. They are all versions of reality as dicdated by the filmmakers, this just happens to be on steroids!

I'm yet to be convinced of 3D in movies - it just seems like another gimmick to get audiences away from the internet and TV and to charge higher ticket prices. A good movie presented digitally is the best experience we can get with today's technology and distribution networks, so let's use that to the fullest. I was particularly pleased that 20th Century Fox and Cameron took the bold step and ONLY show the exclusive 15mins from the film in digital and IMAX theatres. It showed the film at it's best. Something I think George Lucas should insist on with all his films, afterall he is the grand daddy of digital cinema. 'Revenge of the Sith' should have had an exclusive 2 week engagement in digital theatres before being rolled out to the old 35mm brigade. This would have helped to boost the importance of the superior digital picture and sound presentation and given those die hard 'early bird' fans something special.

'Avatar' needs to be, should be seen in either the large IMAX format or in a digittally eqipped cinema come December.

Sure the story is derivative (many elements from Cameron's own back catalogue) but let's give the man credit for seeing his vision through and for pushing that cinematic envelope yet again. It's these kind of mavericks who are the mutations in the evolution of film so let's get them them room and the benefit of the doubt.