Yesterday — Earth Day — marked the DVD and Blu-Ray release of James Cameron’s Avatar, now the biggest grossing film to date. The timing of the release is considered early, which is interesting for a number of reasons, not the least of which is the connection to the strong environmental themes in the film. What’s also exciting is that the filmmakers are supporting the release with genuine action for Pandora, er the Earth.
According to news reports, consumers snapped up 4 million copies of Avatar on Earth Day, including 1.5 million of those on Blu-ray, a record. Yet the film is still playing in some theaters, and an Earth Day home release is considered a rush effort. Critics of Hollywood’s “old media” business model, such as Muhammad Saleem of The Drill Down and Mark Cuban, say earlier release of home video is a great way to reduce piracy while giving consumers what they want, instead of treating your customers like criminals (by using digital rights management systems and targeting illegal downloaders).
At a recent event for press in NYC, Avatar producer Jon Landau said, “Every bit of data on the disc is the film. The best quality is with the least amount of stuff on it” — which he said is why there are no trailers or commercials. A special edition disc should be available in November, according to Landau, with deleted scenes, commentary, more explorations of Pandora and more.
Much of the coverage of Avatar in recent months has been over the technology of 3D, which some feel is being over exploited in the wake of Cameron’s smashing success. Some critics had speculated that home video versions of Pandora wouldn’t sell, since it is not being released in a home 3d version (Landau said he didn’t believe the technology was there yet, or in enough homes to warrant a foray.)
But clearly, as the Earth Day release numbers show, the film holds up. Interestingly, some reviewers are reporting that they prefer seeing it in 2D. Some people have said that 3D is disorienting. “In 2D, your eye can roam more, and notice more details,” said Landau.
Landau said that he has been working with James Cameron for 15 years (the two won an Oscar for Titanic). Prior to that he was executive VP of feature production for 20th Century Fox, and worked on some other films, including 1989’s Honey I Shrunk the Kids (a movie I loved as a kid, and which also has some green and ecological themes).
“We’re excited that Fox suggested a home release of Avatar on Earth Day,” Landau said. “They felt the themes in the film were related. And we will plant one million trees around the world by the end of the year,” he added.