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.
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