US Conglomerates can use their massive size to influence their target audience into seeing their films.With the social media at the making or breaking of new releases, Fox decided to enter the market with the most expensive film ever made. Promotional deals made with Coke Zero and Mcdonalds allowed customers to gain access to the virtual world of Pandora by downloading an AR application on AVTR.com. Mcdonalds went on to create a virtual world where customers could discover different aspects of Pandora.
Cameron revealed in August 2009 that there would be a 15 minute promotional video in cinemas.
The film began with fairely low key actors and a story line and characters that had yet to be established, and so the costs of production were vast. He was confident, however, that the marketing would help establish Avatar as a must-see without the support of known characters, adding: “I think people recognise when you show them something you’ve never shown them before, something that’s new and fresh. You don’t need a brand.”
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