"If anyone still knows how to fill a movie theatre, it's James Cameron. Having broken the all-time worldwide box office record in 1997 with Titanic and again 12 years later with Avatar, his work is the acme of big-screen spectacle. His latest offering, Avatar: Fire and Ash, arrives in radically different circumstances. With several years now between us and the pandemic, it is clear that theatrical box office is likely not coming back to what it was:"
"Streaming entertainment has the upper hand. With Netflix and co often having a cursory theatrical release, or nixing it entirely, for their flagship films, the traditional studios are under increasing pressure to get their wares on to digital platforms. The pre-pandemic 90-day theatrical window during which films were exclusive to cinemas has become 45 days, if they're lucky. Universal was the first to break with tradition: in 2020, it began putting films that failed to break $50m box office out to premium video on demand"
James Cameron broke the all-time worldwide box office records with Titanic (1997) and Avatar (2009). Avatar: Fire and Ash opens amid a theatrical market that remains below pre-pandemic levels. US box office for 2025 stands at $7.6bn, down from $11.3bn in 2019, while worldwide revenue is expected near $34.1bn, a 13% drop from pre-Covid figures. Streaming platforms increasingly dominate release strategies, often giving flagship films cursory or no theatrical runs. The traditional 90-day exclusive theatrical window has shortened to about 45 days for many films. Universal began offering PVOD for films that failed to reach $50m after 17 days, and Warner Bros released The Matrix Resurrections simultaneously on HBO Max.
Read at www.theguardian.com
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