The buzz around Avatar has been almost unprecedented – James Cameron’s long-awaited return to sci-fi has been panned, praised and everything in between even before it was released. Approaching Avatar with an open mind, we discovered one of the most jaw-droppingly beautiful and immersive films of recent years.
No – scratch that. One of the most jaw-droppingly beautiful and immersive films ever released.
At least, not always. Films that studios allocate ridiculously bloated publicity budgets to are not always likely to be showered in glowing reviews and critical acclaim. Here we chronicle 2009’s most hyped films, some of which delivered and some that blew up in the studios’ faces big time.
After months of speculation, debate, rumours and one of the most aggressive cinematic marketing pushes of recent memory, Avatar received its premiere last night in London. Despite a flurry of non-disclosure agreements being signed left, right and centre the press just couldn’t wait.
Heck, we’re as guilty as anyone out there banging on about Avatar for the last goodness-knows-how-long, what with the fancy new effects, stereoscopic whatsit and mind-blowing interactive trailer. When a film’s hyped as much as Avatar has been, it gets pretty tricky (after a while) to distance yourself from all the marketing hoo-har.
OK, so over the past few days we might have been skeptical about Avatar. It’s only natural, cynical buggers that we are, that when a big-ol’ hoohar is made of a new film our shackles tend to go up. The louder the fanfare, we find, the damper the squib.
20th Century Fox have released a new featurette about the human technology that’s being employed in the hotly-anticipated Avatar. The three minute video features the usual big-upping platitudes from head honcho James Cameron, Richard Taylor from WETA and producer Jon Landau, as well as cast members Sigourney Weaver, Giovanni Ribisi and Michelle Rodriguez.
CGI effects have revolutionised modern filmmaking to the extent that effects alone can make or break a movie. But is an over-reliance on CGI driving audiences away and cheapening the cinematic experience? We take a look at the computer generated revolution – and how the revolutionaries might soon find themselves in the firing line.