New Edition of Avatar Coming to Theaters

With $2.7 billion in grosses James Cameron’s Avatar eclipsed Titanic (another Cameron film) to become the highest grossing film of all time. Just as it was about to make its debut on DVD and Blu-ray Disc there were rumblings that a longer cut of the science-fiction movie would grace theater screens during Summer 2010. Those rumblings became true with the recent press release announcing that AVATAR: SPECIAL EDITION will be released in theaters on August 27, in a limited engagement and exclusively in Digital 3D and IMAX 3D.

The “game changer,” as it is called, will include more than eight minutes of new footage. For those that missed the film during its theatrical run – and only saw the 2D version on their home televisions – this re-release affords them the opportunity to see the film how it was meant to be seen. Basically, on a large screen with overpriced 3D glasses.

Cameron, who will reportedly pocket $350 million because of gross percentages from box office and DVD/BD sales, says that fans of Avatar can expect “new creatures and action scenes.”

Fox Filmed Entertainment chairman and CEOs, Jim Gianopulous and Tom Rothman, may oversell the film, proclaiming Avatar as “one of the most beloved films in history,” but even they are smart enough to know that the film could cause a buzz – and not in a vuvuzela sort of way either. Plus they need to do something to rebound from the poor box office returns for The A-Team and Knight and Day.

There’s no word on how many theater screens will be allocated for Avatar‘s August roll out, and it will be opening the same day as Warner Bros.’ Going the Distance, Lionsgate’s The Last Exorcism, and Sony/Screen Gems’ Takers. The theatrical run shouldn’t last more than a month, because September sees the 3D/IMAX releases of Resident Evil: Afterlife and Zack Synder’s Legend of the Guardians: The Owls of Ga’Hoole.

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