Crowds in movie theaters are common on Friday nights. That’s show biz.
Moviegoers filling seats solely to view a preview trailer? That’s an event.
It happened last night at AMC Veterans 24 in Tampa and 100 other IMAX-3D theaters across North America, in a publicity stunt unlike any in ballyhoo history.
Twentieth-Century Fox invited thousands of science fiction fans to a 16-minute preview of Avatar, a futuristic adventure that is James Cameron’s first feature film since 1997’s Titanic. Cameron welcomed viewers in a brief, filmed introduction, promising that scenes shown were culled from the film's first half "so there are no spoilers."
Cameron famously proclaimed himself "king of the world" at the Oscars, as his Titanic hero did at that massive ship's bow in the Oscar winning movie, the highest grossing film of all time. He may claim the crown of "king of the universe" on Dec. 18 when Avatar debuts in theaters in its final cut and full glory.
In my years as a moviegoer, I've never seen any visual spectacle like it.
The sight is something beyond the motion-capture technology director Bob Zemeckis introduced in The Polar Express and continues in A Christmas Tale this November, with actors appearing realistically non-human yet something like flesh and blood. Backgrounds are intricately detailed while the camera swoops and dives through action, with mobility previously unseen.
Avatar is a futuristic epic set on the moon Pandora, inhabited by a race of humanoids called the Na'vi. Humans have invaded the peaceful species, even using their genetic makeup to create "avatars;" humans taking on the Na'vi's powder blue complexion, Spockish ears and glitter-lizard physiques that are hard to kill.
One such hybrid is Jake Scully (Sam Worthington), a formerly paralyzed soldier shown in one scene being transformed by a doctor (Sigourney Weaver) into an avatar. Later sequences showed Jake bronco-busting a winged creature to use for transportation, and being rescued from what resembled a hammerhead dinosaur and an elaborate dung beetle by a Na'vi warrior (Zoe Saldana).
Yes, this is definitely sci-fi geek material. And Cameron's poor reputation as a wordsmith is evident in snippets of comic book-level dialogue.
But the look, the vibrancy, the you've-never-seen-this-before thrill of lush alien landscapes, multi-colored creatures and vivid, vertiginous action suggests that Avatar will be a landmark in movie technology.
Viewers departing the preview readily agreed.
"It was incredible," Anthony
Morales, 24, of Tampa said in the theater lobby. "It was unlike anything I've ever seen, It's
different. I don't have the words for it. I'm speechless."
The IMAX auditorium at Veterans 24 was nearly two-thirds filled for the 6 p.m. screening, with dozens waiting in line for the 7 p.m. show. This was a chance to view a trailer only seen previously by visitors to the recent Comic-Con convention in San Diego, where response prompted Fox to arrange Friday night's nationwide exposure. There are no plans to show this extended trailer again on such a scale.
Tickets were available free of charge at the movie’s official Web site, with most claimed
Monday within hours after the site opened. Moviegoers were
limited to two tickets. E-mail confirmations were sent, and viewers had to provide a copy of the e-mail and photo ID at the entrance to discourage scalping.
That didn’t stop some
recipients from hawking their e-mailed ducats on online auction sites.
One wishful New Jersey entrepreneur offered his tickets for $1000.00 on
eBay – a fantasy nearly as astonishing as Avatar’s sneak peek. Anyone who bought tickets from such a source likely wouldn't be admitted since the ticket was assigned to someone else's name.
Movie lovers who didn't get into theaters Friday night will have to settle for the Avatar's two-minute teaser trailer currently online, sans the large IMAX screen, and polarized 3D glasses and effects.
"I went online and looked at the little trailer they had, and it's nothing like this," Tampa resident Matt Nimmo, 37, said. "You have to see it in 3D to get the full effect."
As an added bonus, Veterans 24 offered Avatar viewers first
crack at tickets for the film's 12:01 a.m. screening on Dec. 18, three
hours before they went on sale online. The guests could also stay to
see any movie Friday night for cheaper matinee prices, and got a free
bag of popcorn for buying a large soft drink.
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