Avatar Case Study 1

1. How was the film produced to appeal to the audience?

• Avatar was produced to be exhibited in 3D in order to heighten the film experience for the audience
• It was designed to set a precedent for future films.
• The film appealed to its audience partly because of the novelty of the advanced visual technology being exhibited. "He even invented the camera system with his engineers himself, called the Fusion system, and is expecting it to become the standard in the future." from firstshowing.net. Cameron said of Avatar,"If people see something they've never seen before and if they cannot imagine how it is done, it is compelling to them and people will come and see the movie just for the effects".
• The cost of production, the length of time taken to produce it and the various methods used created hype surrounding the film.
• 8 months of performance capture work meant the aliens seemed more realistic than any other film. This all paid off as it appealed to the audience and the experience felt more real as a result.
• Another appeal to the audience was the promise of an interesting storyline. Cameron was determined not to let the film's advanced technology interfere with its plot. Cameron said "The idea was to have the stereoscopic technology, without it interfering with the film". He also mentioned in another interview "Before I decided to make a major movie in 3-D, I had to resolve to my own satisfaction that the 3-D would not degrade in any measurable way the 2-D viewing experience."