"For a movie saga that is, on paper at least, the world's most popular fantasy trilogy of all time, Avatar doesn't half have its sceptics. Maybe it's James Cameron's po-faced belief that he's making the sort of films that could save planet Earth from future environmental apocalypse. Or perhaps it has simply become the kind of cultural behemoth that invites opposition merely by existing."
"But then (as Avatar films tend to do) it began to pick up. After its third weekend in cinemas, it crossed $1bn and box-office analysts suggest it could now be on course to hit the $2bn mark achieved by both previous instalments. And even if that target turns out to be overambitious, the new episode will probably do well enough to get the next two films which are already written (and in the case of 4, partly filmed) properly greenlit."
Avatar: Fire and Ash faced early scepticism rooted in environmental messaging and cultural backlash. The film opened modestly with a worldwide debut reportedly just over $340m, prompting trade speculation about the saga's future. The movie picked up momentum and crossed $1bn after its third weekend, with analysts projecting a possible run toward $2bn like previous instalments. Planned sequels four and five are already written and film four is partly shot, so the film's improved box-office trajectory likely secures further greenlighting. Cameron's franchise follows a slow-build release pattern, staying in cinemas and converting audiences over months.
Read at www.theguardian.com
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