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Re-Release Me… Let Me Go… Hollywood and Re-Releases…

So, yep. It’s a bad time for the US box office. The Lion King, a movie first released in 1994, managed to hold on to the number one spot at the top of the charts for two whole weeks, and ranking higher than any new release in its third week. If anything, the major movie studios have been very quick to jump on any trend that offers even the slightest hint of a money-making opportunity. It’s a trend one can easily see from the way that Hollywood pursues ideas. After Harry Potter was a breakout hit, every studio in town was looking for a young adult franchise to adapt to the big screen. After The Dark Knight, it became customary to plan for the superhero sequel before the original even hit theatres. It’s a trend even more obvious with technological gimmicks. After Christopher Nolan proved that you could make money in Imax, it seemed every other movie was being released in the format (even if it didn’t warrant it). Avatar led to a wave of 3D releases, which seemed to be growing old fast. So the success of a film originally released nearly two decades ago in the cinema, remastered in 3D, is pretty much assured to be the next big thing.

I'd be lion if I didn't admit I want to see it...

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Excuse My Na’vi-ity: At What Point Does Re-Releasing Avatar Become Overkill?

I’ll admit that I did not like James Cameron’s Avatar as much as most. It was a slight disturbing racial fantasy played with Disney-esque simplicity and some truly incredible special effects. Such is life. It’s inevitable that my opinion diverges from the mainstream from time-to-time. I mean, everyone’s should at one point or another, right? Still, I can’t be the only person who thinks that re-releasing Avatar into the cinema smacks of cynicism – particularly with eight minutes of restored footage (that’s less that 5% of the total runtime). The movie is already the most successful movie ever made. At what point does enough become enough? 

This movie has wings...


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