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The Boat That Rocked : How has the film been exhibited and distributed to reach and attract a UK audience?

The Boat That Rocked was distributed by United international pictures, a company well known for distributing films to a world-wide audience, therefore the boat that rocked was exhibited differently for the North American to British release to gain maximum reach.  In Britain it was exhibited to attract the UK audience in may ways, by manying it possible for it to viewed in most formats (multiplatform release), cinema, dvd/bluray, TV (sky), HD (sky) and online (sky).

The Boat that Rocked, I believe, has a large British target audience, older people reliving the 60’s (when it was set), to teenagers and young adults as it is humorous and contains some actors recognizable from other films targeted to them (st trinians-Gemma Arteton). So by UIP releasing it in the April half term in Britain to 400 hundred cinemas, it allowed all British audiences to be able to see it, teenagers were no longer at school (half term) and adults could go anyway- allowing the event to be shared individually, in a family or with friends.

 However it had to compete with 3 big budget blockbusters, which would appeal more greatly to the family market- a big market especially in half terms, and hence its fail in this time period.


Some titles, as with TBTR, may do better relatively in the home entertainment sector then cinemas, so the distributors had to focus hard on this to comprehend its bad cinema sales. They did this by making it easy to be viewed from home, also fun and interactive and pin pointed the releases of things such as DVD carefully, this is multiplatform release.

By releasing the DVD in Britain in September, this played a huge advantage to DVD sales, as in the colder months less people wanted to go out, more wanted to stay at home and rent/buy/watch films, so this was a popular choice, also as it’s a comedy it lightened peoples moods in the depressing darker colder months- so was a popular choice.

The music week awards held in the London Hilton was held on the same day as the Sky movies premier of the Boat That rocked, linking the theme of the film to wider events in the country (music). Allowing people to have music on their minds, so when flicking through channels and see the premier they may stop and watch.

The DVD’s and Blu ray discs come with additional content, such as deleted scenes and directors commentary, which would appeal to the older British generation who lived through it, as they could find out more about what actually happened through the directors commentary etc. This would also appeal to big fans of the film, as they will be seeing something they have yet to see from the film (deleted scenes).

New media technologies and hardware proliferation hindered the DVD sales and overseas sales of the film. Online download/uploading and streaming allowed some of the first people to buy it on DVD to post it up online, meaning that many people who want to see the film no longer have the need to pay for it and this collapses many chances of revenue..

Some issues raised by the UIP (an international company) distributing the film were that they felt the film would not appeal to the American market, which put its release date in the US back 7 months while they changed it, this meant people had time between the English release to illegally film it and post it online- where everyone internationally can reach it, and no longer feel the need to go and pay to view it.


As UIP is a major company, it is them who deal with the exhibitors who then go and prioritise Hollywood films over others, this is bad for TBTR as its release strategy would not have been so complex and this could have affected sales and hindered the attraction of the UK audience to focus more on the American audience.

Sky also have the option of viewing the film in HD, so increasing the asthetics of it, and making the viewing more enjoyable from home, encouraging more people to watch it. Also HD TV’s are becoming more popular in the UK, and as it can be viewed in HD it will be a more popular choice if wanting to watch a film  and it being the only option on the HD channel at that time.

Sky’s website is a good example of technological convergence, as you can view pictures on it, videos, reviews, post comments, look up television times all based on the Boat that Rocked, making the exhibition and distribution of the film easier for the UIP and more convenient to view for the consumer- they can get more engrossed into it and watch it from home or via laptop on a journey etc. 

Avatar: How has the film been distributed and exhibited to reach and attract the UK audience?

 Avatar has been exhibited to attract the UK audience in many different ways, by showing the film in many different places and different ways, for example general release, re-release, DVD, blu-ray, and 3D. 20th Century Fox - the distributors of Avatar - have planned everything accordingly to reach it's largest audience and target it's widest reach.

Avatar targets people of all ages, from '8-80' according to Cameron, with a core audience of teenagers and young men and women. So by Fox releasing the films - both release and re-release - during the holiday seasons, this meant that many people could watch the films, especially with friends or with families.

The fact that Fox decided to release the film within December 16th-18th meant that not only everyone could go see it during the Christmas holidays, but also that a lot of hype could be produced during these three short days all over the world. The height of the hype for the film had also been created the week before, with it's premiere in Leicester Square, London, on the 10th, (which was later followed by it's premiere in Los Angeles on the 16th.)

Fox also ensured a saturated release, with Avatar showing in 503 cinemas in the first week and 485 in the second in the UK, meaning that many people could go watch the film. And as the film was released in Decemeber, and not in May which it was originally scheduled for, this meant that these 503 cinemas could install 3D projectors. So by releasing the film later, this was mutually beneficial, as Avatar could get more viewings and box office sales, and cinemas could sell more tickets. In fact, Cineworld had said that after Avatar and other 3D movies released, box office takings went up by 14.6%.

As Avatar was released on Thursday 17th December 2009, this meant that many people could watch the film as soon as possible, in that opening weekend. The opening weekend box office sales were a massive £8,509,050, beating out films such as St. Trinians 2, A Christmas Carol and Nativity, showing that the release strategy was well done and well thought out. Even the next weekend, Avatar was still at the top of the box office, generating £5,904, 479, and beating out films such as Sherlock Holmes and Alvin and the Chipmunks 2.

However, it was not only the general release of the film which helped to reach and target the audience, but the re-release too. Avatar: Special Edition again took in quite a lot of gross profit due to many people wanting to rewatch the film and experience the 8 extra minutes of Pandora, and by Fox releasing this during the end of the summer holidays, many people could do so.

New technologies such as DVD and blu-ray discs also helped to reach and target more of the audience too, with the release of the DVD itself, and special collector's editions too. With extra bonus features, different cuts of the films and documentaries, this helped to target the audience, especially large fans of the film. This is because fans of the film are keen to find out about the production and behind the scenes of the film, meaning that they will buy the DVD/blu-ray edition, meaning more reach and profits for Fox and Lightstorm. 

And due to vertical integration, the DVDs/blu-ray discs were distributed by 20th Century Fox Home Entertainment, who have a large experience in when to distribute films out to the audience.

The DVD was released on April 22, 2010, coinciding with Earth Day. This was to raise awareness of environmental issues, and this in turn helped to promote and further advertise the film, as Earth Day is a positive cause which links with the film, and is something Cameron cared a lot about.

And the even newer technology of 3D TVs and 3D DVDs/Blu-Rays will also help to reach more of the target audience, when Avatar comes out in 3D DVD. This will help to reach more people as the audience enjoy watching films from the comfort of their own homes, and they can get the 3D immersive experience like in the cinemas. However, the 3D editions have not been released yet, and this is because Fox are waiting for more 3D TVs to be sold in the market, meaning more people are likely to buy the 3D DVD/Blu-Ray disc. Plus, the fact that it's still not released yet meant that people were forced to go back to the cinemas to watch the special edition if they still wanted that 3D immersive experience.

This profileration in hardware of 3D technology also meant that piracy was harder, as it's really difficult to film 3D films. However, although Avatar is 3D, it still managed to be the most downloaded film of 2010. But still, although it was downloaded illegally by many people, many people still went to watch it in the cinema as they actually wanted to experience the wonder of the specacular 3D, meaning that Avatar still remains the top grossing film ever.

Finally, technologically convereged media such as Sky Plus is now allowing us to watch the film. On Christmas Eve this year, Sky Movies and Sky 3D are going to be premiering the film on TV for the first time, in both 2D and 3D. This is again allowing for a larger reach, and the fact that it is being released on Christmas Eve means that many people will watch it - after all, Christmas is usually a time where family comes together, and many families tend to watch films together from the comfort of their own homes.

The Boat That Rocked Exhibition: Piracy Continued

During the 7 month delay on its arrival to American shores, both DVD and Blu-Ray versions of the film came out in non-American markets, ensuring that U.S. viewers would have access via the internet to copies.

In fact a cam version debuted on PIRATEBAY  soon after theatrical release in mid August- eminently available to anyone around the world with an Internet connection.

Without this, North American box office sales would have been a lot higher.

The Boat That Rocked Piracy

"Notice how several, "spam" comments, refer to websites where you can download the film free online. YouTube clips for the film are riddled with spam like this. This is one of the results of WEB 2.0 and the interactive nature of digital technology. It's a form of piracy, of course, and another example of technological convergence - something which can cut both ways for the distribution of the film - profitably and unprofitably. This is somewhat ironic given the fact that the original  pirate radio DJs on Radio Caroline didn't pay royalties to recording artists when they played their songs in the mid 1960s! The spam is aimed at young people who are "time rich and cash poor." 

Websites advertising the boat that rocked online free:

http://www.humsurfer.com/watch-the-boat-…
http://www.xoxomovie.com/
http://www.coolonlinemovies.com
http://www.free-tv-channels.com
http://www.hulu.com

Avatar: Piracy

Although James Cameron had stated that the proliferation of hardware allowing 3D film-making is 'the film industry's best hope for combating piracy', Avatar still managed to top the illegal download chart in 2010, with 16.58 million downloads, according to TorrentFreak.com. 

The Top 10 most pirated films of 2010, according to TorrentFreak.com are:

1. Avatar - 16.58million
2. Kick-Ass - 11.4million
3. Inception - 9.7million
4. Shutter Island - 9.5million
5. Iron Man 2 - 8.8million
6. Clash Of The Titans - 8million
7. Green Zone - 7.7million
8. Sherlock Holmes - 7.16million
9. The Hurt Locker - 6.85million
10. Salt - 6.7million

However, despite the fact that Avatar was the most downloaded film of 2010, it's still the highest-grossing movie ever. This is probably due to the fact that, as Cameron stated, Avatar is a 3D film, and people enjoy the 3D immersive experience, as it provides escapism.

Because of the large hype Avatar created many people would want to try and download it illegally, and because of the advances in technological convergence, and the easily accessible downloads on the internet, the Institutions would have lost profit.So although technological and cross media converged media such as the internet help the film industry massively, especially with marketing, it does hinder the sales and the exhibition of films, as piracy is a large factor.

Sky Movies: The Boat That Rocked

Sky Premier- 10.05 pm April 15th 2010

Now available in HD via the sky channel, website (sky player) and sky box.

Can still be found on the Sky Movies website, with television showing times, a synopsis and pictures.

Avatar: The Next Chapters

The Avatar 2 and Avatar 3 release dates have been officially announced, as 20th Century Fox confirms that James Cameron has agreed to make the sequels.

According to the press release, Avatar 2 will release in cinemas in December 2014, and Avatar 3 the following December in 2015.
The press release also stated that Cameron will begin work on the scripts early 2011, and that the films will be produced by Cameron and Jon Landau for Cameron’s Lightstorm Entertainment. 


By creating a sequel it will largely benefit the audiences and institutions. It means the audience will be able to experience the world of 'Pandora' again which so many people largely enjoyed, and because of the success of Avatar it is likely to gain high box office figures creating lots of revenue for the Institution's.

 

"In the second and third films, which will be self contained stories that also fulfill a greater story arc, we will not back off the throttle of Avatar’s visual and emotional horsepower, and will continue to explore its themes and characters."

Exhibition of Avatar: Sky Movie Premiere

- Avatar will be shown on TV for the first time this Christmas, premiering on Sky Movies Premiere and Sky 3D on December 24th 2010, at 8pm. By offering it in 3D, audiences will benefit as they get to watch/re-watch Avatar with the '3D experience', leading to them possibly buying the DVD creating profit for the institutions.
- As it is shown on both Sky Movies Premiere and Sky 3D, this means that the film will be shown in both 2D and 3D, for those who have the channels. It guarantees a larger reach and a greater chance of successful ratings.

Avatar is set to be the 'most watched festive film premiere' this Christmas according to betting company Ladbrokes.
- They've set the odds for people watching 'Avatar' this Christmas at 7/4, compared to 'Shrek The Third' with odds of 3/1, and 'Cars' with 9/4.
- Plus, Sky Movies's other HD Premieres 'Fantastic Mr. Fox' and 'Up In The Air' only have the odds of 25/1, far behind 'Avatar'.

Exhibition of The Boat That Rocked: The Release of DVD/Blu-Ray

Home media:

Format	Release Date	Additional Content
DVD	Region 1: 13 April 2010 Region 2: 7 September 2009 Region 4: 12 August 2009	Deleted Scenes, Director's commentary
Blu-ray	Region 1: 13 April 2010 Region 2: 7 September 2009 Region 4: 12 August 2009	Deleted Scenes, Director's commentary

Young and older people like the film: sales in Morrisons and other supermarkets seem brisk before Christmas as many are buying the DVD as a present to cheer people up during  these dark winter months and for Christmas later in the year. 

 

The Boat That Rocked DVD and Bluray

Blu-ray version

Region : Multiregion

Country : UK

Certificate : 15

Number of discs : 1

Media Format : Blu-ray

Studio : Universal Pictures Home Entertainment

Release date : 7th September, 2009

Retail price : £24.99

Running time : 134 minutes

Chapters : 20

Sound : English -HD MA 5.1 Surround
German 5.1 Surround

Subtitles : English SDH, German, Swedish, Danish, Finnish, Dutch, Norwegian

Picture : Widescreen 2.35:1 1080p

Extras : Deleted scenes
Audio Commentary
6 mini featurettes

DVD Version:

Format: Anamorphic, Dubbed, PAL

Subtitles: English, Arabic, Danish, Dutch, Finnish, Hungarian, Icelandic, Norwegian, Swedish

Region: Region 2 (This DVD may not be viewable outside Europe. Read more about DVD formats.)

Aspect Ratio: 16:9 - 1.78:1

Number of discs: 1

Classification: 15

Studio: Universal Pictures UK

DVD Release Date: 7 Sep 2009

Run Time: 129 minutes

Retail Price:£19.99

DVD sales

Date	Rank	Units this Week	% Change	Total Units	Sales this Week	Total Sales	Weeks in Release
4/18/2010	8	53,648	-.-%	53,648	$1,038,089	$1,038,089	1

Exhibition of Avatar: The Release of DVD/Blu-Ray

Avatar on DVD/Blu-Ray

- 20th Century Fox proceeded to release Avatar on DVD and Blu-Ray fairly quickly on April 22, 2010, which was also Earth Day. This is beneficial to the institutions associated with Avatar such as 20th Century Fox because it promotes positive media surrounding the film and people will be more inclined to invest in the film.

- Cameron decided to release Avatar on DVD on Earth Day, as the storyline of Avatar reflected the issues raised on Earth Day, and he cared a lot about the environment, and was quoted saying:

"[I] certainly feel a personal sense of responsibility because I made a movie on these issues. Why? Because they were personally important to me. It's not like the studio said, 'Jim we want you to make a movie about the environment.' No. … They said, 'We really like the big epic science fiction story, but is there any way we can get this tree-hugging crap out of it?'”

- It was then released on the 26th in the UK and was also staggered for the rest of the world with dates ranging from April 21st (In France) to May 6th (In Italy).
- This staggered release meant that a hype could be generated, via word of mouth and viral techniques.

- And coinciding with the DVD's Earth Day release, Cameron announced an initiative to plant 1,000,000 trees around the world. 

- The DVDs/Blu-ray discs also had a code that allowed fans to sign up to the Avatar programme on the Avatar website, where they could adopt one of the trees that were planted. 
- This code and adopting tree programme was beneficial for both parties: Avatar and Earth Day. It benefitted Avatar as it gave it a lot of press and advertising, and the code could also be another incentive for consumers to buy the DVD. It was also beneficial for Earth Day too though, as Avatar was a huge phenomenon, so by getting linked to the film, it also got a lot of advertising, and the key issues and awareness were raised with the public. So as we can see, Avatar and Earth Day had a symbiotic relationship.

Avatar on 3D DVD/Blu-Ray

Although Avatar was a 3D movie, it was only released in 2D on DVD. This was due to many reasons, including:
- 3D TVs had just been intorduced in the market, and not that many people had actually bought them and owned them, meaning that releasing a DVD in 3D was not hugely advantageous. So by waiting till late 2010/ early 2011, it allows time for more people to purchase these 3D TVs, creating a larger market-place for all 3D movies, especially Avatar.
- Secondly, by holding the 3D DVD/Blu-Ray version, Fox were allowed to re-release Avatar in cinemas in the summer, which was shown in 3D. This meant that fans of the movie had the incentive to return to cinemas and see it in 3D without thinking "Oh, I can just see that in the comfort of my home since I have the 3D Blu-Ray version of the film". This meant the film created even more money for the institutions.

 

Avatar: Extended Collector's Edition

- Avatar: Extended Collector’s Edition was released on DVD and Blu-ray on November 16 2010. Three different versions of the film are present on the discs; the original theatrical cut, the special edition cut, and a collector's extended cut.

- There also also many bonus features, including deleted scenes and featurettes, and documentaries how the film was made and produced. Because the film was made in such a unique way the audience will want to know more about the process behind it, and by offering them this on the 'extended collectors edition' they are more likely to buy it.

Before release, the Extended Collector's Edition recieved many preorders on Amazon, and after just one day of sales, the Blu-Ray version shot up to 5th place in Amazon's 'best selling movie and TV titles' chart, while the DVD version was placed at number 20.

Exhibition of The Boat That Rocked: The North American Release

North American release:

Following the film's commercial failure at the British box-office Focus Features commissioned a re-edited version for North American release on November 13, 2009, retitled Pirate Radio.

Curtis deleted approximately twenty minutes of footage from the original UK version to address complaints from several critics that the film's running time was excessive.

However, the film was still commercially unsuccessful in its new guise, having to compete with Disney's A Christmas Carol, 2012, The Twilight Saga: New Moon, The Blind Side and The Princess and the Frog during the US Thanksgiving holiday.

'The trade says that Focus president James Schamus said his team is working with Curtis to trim about 20 minutes from the film, which originally ran 129 minutes. As a chief complaint from critics was the film's length.'

Exhibition of Avatar: The Release of Avatar: Special Edition

Avatar re-released in cinemas on Friday 27th August 2010, with 8 extra minutes which haven't been seen before, which altogether cost 'more than $1 million a minute to produce and finish.'

They re-released Avatar to get more box office sales, therefore a higher profit, and by adding 8 extra minutes of never seen before footage, many people went to see it - either because they hadn't even seen the original film and wanted to, or because they were huge fans of the first film, and wanted to watch it again, and experience Pandora with its 8 extra minutes. In fact, Cameron was quoted saying:

"Audiences repeatedly told me they wanted more of Pandora, and wished they could have stayed there longer. So we’re making that possible. Avatar: Special Edition will be exclusively in 3D, and will have eight minutes of never before seen footage, including new creatures and action scenes. Whether you already love the movie, or you've never seen it, with this Special Edition, you'll be seeing it like never before."

So by re-releasing Avatar, this benefitted both audiences and institutions, as the institutions got more box office sales and profit, and audiences got to experience the 3D phenomenon once again, with 8 extra minutes, satisfying their wants and needs.

And Fox Filmed Entertainment chairmen and CEOs Jim Gianopulos and Tom Rothman were also quoted saying:

“Avatar: Special Edition is especially gratifying, because not only has Avatar become one of the most beloved films in history, but after its initial theatrical release, we have been inundated with requests to re-release the film in theaters in 3D. Equally important, we’re thrilled that Jim Cameron is able to give audiences even more of what they loved about Avatar."



The fact that they released Avatar: Special Edition during the Summer holidays meant that - like the original release during Christmas - a large reach and audience could be targeted, meaning a larger profit and higher box office sales.

Exhibition of The Boat That Rocked: Cinema Sales

British Opening Weekend:
Release date: 1st April 2009 (uk)
No. Of Screens Distributed to: 400
Revenue from opening weekend: £1.33 million (1.8 if including previews on Wednesday and Thursday)

In its first 12 weeks the British box office revenue was £6.1 million - less than a quarter of its production costs.

North America Opening Weekend:
Release date:15th November 2009 (USA)
No. Of screens Distributed to: 882
Revenue from opening weekend : $2, 904, 380

While its gross intake was modest Pirate Radio did very well on a per-cinema average which put it in third place among films in wide-release for the weekend.

Exhibition of The Boat That Rocked: The Release of the Film

The Boat That Rocked opened on wide release in over 400 cinemas in April 2009.  The film flopped at the box office for a number of reasons: the critics' reviews, poor weather putting off cinema goers, and perhaps the lack of a strong female character. It also had to compete with Monsters Vs. Aliens, Fast and Furious and 17 Again during the half term holiday.

The film has received generally mixed reviews: it holds a 60% approval rating on Rotten Tomatoes based on 149 reviews.

The Daily Telegraph credited the film with "some magical moments," but called it "muddled" and criticised its length.
Time Out was also critical of the length and said the film was "disappointing".

Channel 4 reviewed the film more positively, calling it "touching", "heartfelt" and an "enjoyable journey", but ultimately questioned its coherence

Distribution & Exhibition of Avatar: The Release of the Film

Film Release Dates & the Opening Weekend


- Avatar premiered in London on December 10 2009, released on Decemeber 17th, and was released theatrically worldwide from December 16–18.

- The film was originally set for release on May 22, 2009, but was pushed back to allow more post-production time (the last shots were delivered in November) and to give more time for theatres worldwide to install new technologies such as 3-D projectors.

- It had a saturated release into UK cinemas, showing in 503 cinemas in the first week and 485 in the second. 
- This saturated release was mutually beneficial for both audiences and institutions, as audiences got a larger choice of where they could go watch the film, and this therefore meant that more people could go watch the films, leading to higher box office sales (and a larger profit), benefitting the institution. 
- Plus, cinemas benefitted largely from the saturated release of Avatar in 3D because

- Avatar was released in a total of 3,457 theatres in the US, of which 2,032 theatres ran it in 3-D. In total 90% of all advance ticket sales for Avatar were for 3-D screenings showing that audiences were seeing the film for the 'experience'.

Competing titles sharing Avatar's opening weekend:

St Trinian's 2 (18/12/09) - Pre-teen female audience opposes target audience for Avatar

Where the Wild Things Are (11/12/09) - Competes for family audience and fans of the fantasy genre. 
However Avatar has the 3D appeal and other core audiences (e.g. adult males)

Other competing titles still in cinemas on Avatar's opening weekend:

Planet 51 (04/12/09)

Nativity! (27/11/09)

Law Abiding Citizen (27/11/09)

Paranormal Activity (25/11/09)

New Moon (20/11/09)

2012 (13/11/09)

Christmas Carol 3D (03/11/09)

Competing titles after Avatar's opening weekend:

Alvin and the Chipmunks the Squeakquel (21/12/09) - Took over Avatar in number 1 spot in Avatar's second weekend, possibly due to strong family appeal

Sherlock Holmes (25/12/09)

Nowhere Boy (25/12/09)
- Avatars release strategy was to open around Christmas as this meant that it could get the largest reach and target as many audiences as possible: after all, Christmas is a time when everyone is on holiday and celebrating time with the family, and many people enjoy going to the cinema with their families, especially in the UK:

“It’s true that [the box office hits] come at the end of a bumper year for film here in the UK.”

  
Box Office Ratings and Gross Profits:

Altogether, there was a budget of $237,000,000, and a gross revenue of $2,779,404,183 showing that because of the 3D appeal of Avatar it made massive profits.

- Top films at the U.K. B.O. so far this year are:

   - Avatar ($139 million)

   - Alice in Wonderland ($64.4 million)

   - Iron Man 2 ($30.5 million)

   - Sex and the City 2 ($30.4 million)

   - Clash of the Titans ($29.2 million) 

The Boat That Rocked Distributor

The Distributor: United International Pictures

United International Pictures is one of the world’s leading film distribution companies. Jointly owned by Paramount and Universal, we bring many of the most exciting films made today to international cinema audiences.

Based in London, UK, UIP has distribution offices in 18 countries, and licenses in a further 43. UIP’s network of offices and licensees together reach a total of almost 100 territories around the world.

UIP distributes Paramount and Universal films to cinemas in many countries in the international markets, outside North America. Since 1981 UIP has distributed more than 1000 movies including more than 100 Academy Award winners, and enjoyed huge box office success with a diverse range of films.

UIP also holds non-theatrical rights in all markets outside North America.


Other films distributed by them:

Distribution: Avatar

20th Century Fox

• 20th Century Fox is one of the six major American film studios as of 2010. Located in the Century City area of Los Angeles, the studio is a subsidiary of News Corporation, the media conglomerate owned by Rupert Murdoch.
• The company was founded in 1935 after the merger of Fox Film Corporation (founded in 1915) and Twentieth Century Pictures (formed in 1933). This merger made the brand even stronger and gave more opportunity for Globalisation- distributing in a range of countries such as the UK
• By helping distribute Avatar, 20th Century Fox are gaining a stronger brand image and it helps them to ensure a greater success with their future films. Through distributing Avatar they can make themselves more publicised and have a greater chance of being talked about. It improves their reputation.

• Lightstorm Entertainment is an American film production company. The company was founded by James Cameron and film producer Larry Kasanoff in 1990 and is best known for producing the films Terminator 2: Judgment Day, Titanic and now Avatar.
• These two companies worked together to distribute Avatar, to create the most effective result.
• By giving the audience the opportunity to watch Avatar in 2D and/or 3D it gave them more choice, guaranteeing success.
• As the film was released in the Imax it offers the audience a greater experience and maximises profits.  

 The 20th Century Fox website promoting Avatar on DVD and Blu-Ray

20th Century Fox has released many films with similar audiences and genres to Avatar (Sci-fi/Fantasy), such as:

·  X-Men (on behalf of Marvel Studios)

·  Die Hard

·  Ice Age (on behalf of Blue Sky Studios)

·  Planet of the Apes

·  Alien

By producing films of a similar genre to Avatar, 20th Century Fox already had a good background of being able to distribute films like it (showing they are a strong company), meaning their was a greater chance of success and making Avatar a Box Office Hit. 

Some more films distributed by 20th Century Fox: