Avatar Case Study 2

2. How has the UK theatrical distribution of the film been managed in order to ensure the film's success in the UK?

• The UK distributor of Avatar is 20th Century Fox, who have in the past distributed many successful films such as the Star Wars saga, When Harry Met Sally and Butch Cassidy and the Sundance Kid to name but a few. This shows that they are able to distribute a wide range of genres to a wide range of audiences.

• As well as Avatar, 20th Century Fox are also currently responsible for the distribution of Alvin and the Chipmunks 2: The Squeakquel. This enables them to market Avatar to a new audience and ensure greater success for both films. For instance, they may include an Avatar trailer before a showing of Alvin and the Chipmunks 2: The Squeakquel. This is a prime example of synergy; two media products working together. Below is an example of the adverts for both films on the 20th Century Fox website. http://www.foxmovies.com

• The premiere for Avatar took place in Leicester Square in London. This shows that the UK market is being specifically targeted in the film's cinema release, and this move further ensures the film's success in the UK.
• Many distribution deals were struck in the run-up the the launch of Avatar in order to ensure the film' UK success. Coca-Cola and LG were the two main companies involved in sponsorship deals with 20th Century Fox. LG have tied in the release of their new phone with the launch of Avatar, using popular website Youtube to advertise. This cross-media convergence involves users talking to the stars at the London premiere, the Youtube UK homepage will contain Avatar trailers and LG - Avatar themed videos available on the site. An LG marketing representative (Chang Ma) said "We are excited to be involved in a creative campaign on a scale never tried before which connects with the public like never before".

• In order to combat piracy, 20th Century Fox decided to minimise the gap between the film's international releases. Avatar was released on the 17th December in the UK and on the 18th December in the USA. This made digital piracy much harder, as there was less time for the pirate films to be distributed. This also increased cinema ticket sales, as there was no alternative media through which to watch the film.