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Reports that James Cameron’s 3D Sci-fi adventure Avatar had usurped his previous film Titanic (1997) as the world’s box-office number 1 of all time surfaced on the internet on Tuesday 26^th January 2010, when reports indicated that the film’s global box-office return had hit $1.859 billion (£1.15 billion).   The film was still on general release around the world, suggesting that the film’s final box office gross would eventually eclipse that of Titanic – which had held the title for twelve years – by no small margin.

 The film was released in mid-December, avoiding a summer release, which would have seen it facing stiffer competition from rival films during the traditional ‘blockbuster’ season.   It was  accompanied by a massive marketing campaign that generated huge public interest.   Unconfirmed reports suggested that the film cost its makers, Fox, $300 million to produce, and that a further $150 million was spent on advertising and publicity.    Key to the film’s mammoth box office gross was the decision to release it in the revived 3D format in the hope that audiences would be willing to pay inflated prices to experience the special effects extravaganza in this way.   According to figures from Nielsen EDI, regular 2D screenings accounted for only 15% of ticket sales in the UK, with the balance shared between 3D (79%) and IMAX (5.4%).   The December release date saw the film enjoy little or no challenges from other studios, as the huge buzz surrounding Avatar was considered a warning that any other major releases may be swept away at the box office by all the hype.

 The film enjoyed its unprecedented success despite featuring no internationally-recognised stars and receiving mixed reviews from critics, many of whom were unimpressed by its plot, dialogue or characterisation.   The film was also accused by some of containing an anti-American subtext and environmental agenda, and of racism due to the fact that it depicts a white character coming to the rescue of an indigenous population.

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