With Avatar now just about five weeks from its much anticipated debut, the marketing tsunami has begun in earnest. First up this week is a featurette offering interviews with the cast and crew that continues to try and frame the movie for the widest possible audience. After all, they have to rake in half a billion dollars just to break even.
With this marketing goal in mind, director James Cameron says he wants to avoid having audiences pigeon hole Avatar as science fiction. Instead, he says, it's more of an "action-adventure fantasy." Or as he puts it later, "kind of the Garden of Eden with teeth and claws." Avatar's featurette includes all sorts of new action footage to back up his spin.
Next, we have a new clip showing Jake (Sam Worthington) testing out the powers of his new avatar body against a thanator. Doesn't seem like such a good idea, even if you are blue and nine-feet tall. Cameron earlier described this particular beastie as a creature that could eat an alien for dessert.
If that's not enough, an extended fourth TV spot for the movie is now online, and it too features plenty of new footage, laying out the storyline in considerable detail.