Welcome to The Morning Read.
'Tis the season. Oscar-hopeful films are starting to screen heavily, and at this point, almost everything's been seen by someone. In the last few days, I've seen "Nine," and I've got several films lined up this week that aren't coming out until the end of December. It seems like the last of these films that's going to screen for anyone is "Avatar," which makes sense. They're still putting all the last minute technical touches on the film, and I'm sure the first time Cameron screens it for press, he wants it to be 100% finished so that they get the full intended experience.
He is, after all, HMFIC.
If you don't know what that means, then you probably didn't see the piece that "60 Minutes" ran last night about "Avatar" and Cameron. And why would Cameron sit down with a news magazine show that pretty much no one under a certain age watches anymore? Ten minutes after the show ended, there was a message on my answering machine from my 60+ year old mother, telling me to tune in and check it out. "Avatar" was already on her radar because she reads my work, but if it wasn't, that would have done the trick.
Right now, the most important thing for 20th Century Fox is getting the word out to every single demographic, every single niche audience, and every single potential ticket buyer. They don't just want you to see "Avatar" on December 18th. They NEED for you to see "Avatar." And not just once, either. They're hoping that they will get you on the hook for repeat viewings. Over and over.